Overview

Volvo Trucks needs no introduction. Commercials like the ‘epic split’ have catapulted the brand into fame. But over time, the global and local websites had grown in complexity. It was time to shift gears to enhance the digital experience. 

Capabilities
Experience & Product Design, & Analytics & Data Platforms

Industry
Automotive

Market
Denmark & Sweden

Challenge

Like in many successful and expanding businesses, website architecture, amount of content, pages, editorial processes, and decision-making had also grown in size and complexity in Volvo Trucks. Being a global brand with numerous market and local websites and dealerships compounded the complexity. Add to that different ways of working, which made it even harder to create a smooth, compelling customer experience. Furthermore, data was not adequately present to help steer content, design and UX in the right direction. 

Approach

In many cases challenges like these would call for a long, comprehensive overhaul of the entire digital presence, building new structures from the bottom. However, together with Volvo we quickly realised that all the right components were already there. The foundation was strong, but we needed to restructure the website to realign closely with Volvo Experience System values:

• Be generous with space
• Keep it simple
• Create a clear order
• Pay attention to detail

Also, going forward, we would validate all changes in continuous cycles of hypotheses, testing and launching to really put data behind the wheel. Through this iterative process of testing we would get a much better understanding of how and where we were being most effective. 

Not only would this new approach create a great sense of progress, clarity, and alignment across markets in Volvo, it has also yielded great results and boosted commitment even further.

Results

To build momentum and maximise results, Volvo Trucks and Merkle decided to focus on a selected group of crucial markets, alongside the global presence, who would pilot our activities. In less than a year of working together, Volvo Trucks and Merkle have succeeded in improving many of the key performance indicators on Volvo’s global, market and local websites. Today, 720% more people successfully find a local dealership. Time spent on product pages is up by 215%. We have registered a 450% increase in contact form submissions on the global website. The truck builder tool, which is an essential tool for leads at Volvo Trucks has seen a 239% increase in conversions. These results demonstrate the power of commitment to constant testing and improving, and they are testament to the effectiveness of data in the decision-making process.

The results were obtained for a selected number of pilot markets and will gradually be implemented in the remaining markets over time.  

Process

Merkle team creating the solution for Volvo Trucks.