A UX-driven configurator for Suzuki

The online configurator as the starting point of a car purchase

The vehicle configurator is one of the most important parts of the website. Through A/B testing, conversion optimisation, dashboarding and reporting, we help Suzuki to improve:

the overall user experience;
the conversion rate;
the average basket value.

In other words, visitors looking for a new car who are considering Suzuki should be able to discover and configure Suzuki models, request a quote, book a test drive, find a dealer near them and - ideally - order their dream Suzuki online. With ease.

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Challenge

Make navigation and range discovery easier on the Suzuki website.

Solution

Web development and continuous optimisation with extensive UX and CRO support.

About Suzuki & iO, a successful track

Suzuki Belgium and iO have been driving together in the digital world for a long time. As the Japanese car giant's wingman, we helped design its Belgian website and map the customer journey. From a preliminary UX exercise involving wireframing and user research to web design and development in Drupal CMS Drupal CMS, to web mastering and maintenance.

Visit the Suzuki website

User research as the basis for a well-thought-out customer journey

Buying a car is not something you do overnight. It involves an extensive decision-making process and careful consideration. People want to compare brands and models in detail. But many no longer want to visit all the dealerships and showrooms to do so.

Instead, people want to be able to do everything online - independently. Digital and self-service are the norm. So, it goes without saying that a good website and vehicle configurator are essential for car manufacturers.

However, Suzuki's digital engine sputtered when it came to these two elements. The Belgian website overwhelmed visitors with information and flashy calls to action (CTAs). That made it difficult to distinguish between hot leads (visitors ready to request a quote or book a test drive, for example) and those still exploring the site. We needed to focus on the customer journey and adjust the website flow accordingly.

In addition, the vehicle configurator contained little to no information about the available accessories for Suzuki models. In fact, the only way for potential customers to get an idea of the options was to visit a dealership or showroom in person.

The effect of this lack of information? The configurator generated fewer conversions and the average basket value was lower than desired. Reason enough to upgrade the tool.

Intuitive flow with guiding content

Configure models, book a test drive, request a quote... Users can do it all on Suzuki's website. But that doesn't mean we should inundate them with all the options at once. Because when users are overwhelmed, they get stressed. And that stress paralyses them or drives them away.

Therefore, we created a logical and UX-driven flow for the configurator. Most visitors who use the configurator are in the orientation (consideration) phase of the customer journey. They want to discover the models and configuration options to start with. Therefore, these are the first two options we offer for each model. Through appropriate UX design and UX copywriting, we immediately set the tone for the user flow.

Relevant info & logical next steps

Users who want to explore a Suzuki model can do so without being overwhelmed by information and options. Instead of piling on tables and technical information, we offer them a scannable overview of relevant information and logical next steps to continue their journey. Once users have found a model they like, they can:

request a quote;
book a test drive;
configure the model;
download a brochure;
find a dealer near them.

" iO helps us to think about how we, as a car brand, need to differentiate ourselves digitally in the market. iO is the right partner to help us stay ahead of the challenges we face and we look forward to working with them in the future.."

Ruben Wastyn, digital marketing expert at Suzuki Belux

A configuration with attention to detail

Those who want to start configuring their dream Suzuki can do so with attention to detail. For each model, we guide users through the various options in terms of models, engines, colour, exterior, interior and accessories.

In the configuration process, we have paid particular attention to the accessories. At each step of the configuration process, users are given suggestions for accessories. For example, when configuring the exterior, they can choose to add a bike carrier, a tow bar or protective film for the door handles. That allows us to offer relevant accessories at the right time, rather than at the end of the configuration. This way, users do not have to select their accessories afterwards and return to previous steps.

Custom PIM system for easy data updates and maintenance

In addition to the website and configurator, we also built a custom PIM system in the PHP Symfony framework. This PIM system serves as a data source for the website and configurator and contains data on all models and their options. Thanks to the PIM system, the website and configurator are always up to date.

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Active conversion optimization for continued growth

Having a closer look at the data, Suzuki and iO's collaboration proved a success, producing impressive results. Our reports show an increase in targeted conversions, which means more complete configurations, a higher average basket value, more quote requests, more test drive bookings and more online orders.

In other words, great results. But our journey with Suzuki doesn't stop there. Through monthly A/B testing and continuous development, we will optimise the site, the configurator and the user experience.

Want to know more about this case?

Sarah Goris - Project manager

Used tools

Drupal

Google Analytics

Hotjar

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