Suzuki-B

How do you make a fun car brand digitally accessible and mature?

For years, Suzuki Belgium has relied on iO for digital support, from developing a well-thought-out website to an extensive CRO and UX journey for features like the vehicle configurator on the site. Together, we have created an intuitive, digital platform that reflects Suzuki Belgium's maturity. 

  • Web development 

  • Interface design 

  • A/B testing 

  • CRO support 

  • Dashboarding & insights 

Firing up the website experience with the online configurator 

The Suzuki configurator is one of the most important features on the website. Through A/B testing, conversion optimization, dashboarding, and reporting on the tool, we help Suzuki: 

  • improve the overall user experience 

  • generate more conversions 

  • achieve a higher average basket value 

When users are looking for a new car and considering Suzuki, they should be able to easily find and configure Suzuki models, request quotes, book test drives, and find dealers in their area. 

Want to know more about this case? Let's talkArrow iconArrow icon used in website
Challenge

Improve the overall user experience, generate more conversions, and create a more polished look and feel.

Solution

Deliver sustainable technical support and continuous development based on UX and CRO monitoring.

Suzuki & iO: a successful partnership

Suzuki Belgium and iO have been partners in the digital world for a long time. As the Japanese giant's right hand, we helped design the website and customer journey. Our work includes everything from the preliminary UX phase with wireframing and user research to web design and development in the Drupal CMS to webmastering and maintenance. 

Suzuki

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

Buying a car isn't a decision you make without giving it a lot of thought. It's a lengthy decision-making process. People want to compare brands and models in detail. But they don't want to visit every dealership and showroom to do that. Not anymore. 

People want to do everything online, especially on their own. "Digital" and "self-service" are the new norm. Therefore, a good website and configurator are indispensable for car manufacturers. 

However, Suzuki's digital presence was lacking in this area. The previous website overwhelmed visitors with information and obtrusive calls to action. This made it difficult to distinguish between hot leads—visitors ready to request a quote or book a test drive—and visitors still in an exploratory phase. 

Additionally, the old configurator contained little information about available accessories for Suzuki models. Potential customers could only receive information about accessories when they visited a dealer. 

The result? The configurator generated fewer conversions and a lower average basket value than desired. 

Suzuki

Intuitive website flow with guiding content

Users can do it all on Suzuki's website, from configuring models to booking test drives and requesting quotes. However, that doesn't mean they should be bombarded with those options immediately. When users are overwhelmed by choices, they experience choice paralysis, which either prevents them from making a decision or drives them away. 

Therefore, we created a logical, user-experience (UX)-driven flow for the configurator. Most visitors using the configurator are in the consideration phase of the customer journey. Initially, they want to discover models and configuration possibilities, so we offer these two options first for each model. 

Suzuki

Skimmable information and logical next steps

Those who want to discover a model first get a visually appealing presentation. Rather than a page full of specification tables, they get a skimmable overview of relevant information with logical next steps. Users who find a model they like can use clear buttons to: 

  • request a quote 

  • book a test drive 

  • configure the model 

  • download a brochure 

  • find a nearby dealer 

"iO helps us think about how we, as a car brand, should present ourselves digitally in the market. iO is the right partner to help us stay ahead of upcoming challenges, and we look forward to continuing our collaboration." 

Ruben Wastyn

Ruben Wastyn, digital marketing expert at Suzuki Belux

Configuring models with attention to detail

thumbnail

Users who want to configure their perfect Suzuki can do so with great attention to detail. For each model, we guide users through various options for trim levels, option packages, engines, colours, exteriors, interiors, and accessories. Accessories are highlighted throughout the configuration process. 

At each step of the configuration process, users receive accessory suggestions. For instance, when selecting exterior options, users can choose a bike rack, trailer hitch, or protection film for door handles. This way, we offer relevant accessories at the right moment rather than only at the end. 

Suzuki

Custom PIM system for easy data updates and maintenance

In addition to the website and configurator, we developed a custom Product Information Management (PIM) system using the PHP Symfony framework. The PIM system serves as a data source for the website and configurator and contains information about all models and their options. Thanks to this system, the website and configurator are always up-to-date. 

Improve your platform’s UX with iO

Do you want to optimize the user experience of your website and make your developers' lives easier? Download our white paper for useful tips on user experience (UX) and developer experience (DX) to make your platform even better. 

Whitepaper_UX-DX

A mature look & feel for a mature brand

Suzuki has always been known as a practical yet fun brand with a youthful image, as exemplified by the Jimny and Swift models. However, no brand stays young forever. Suzuki has grown with the times, as have its models. In early 2025, the brand launched the e-Vitara, its first fully electric vehicle and a big step toward further maturity. 

Suzuki wanted to visualize this maturity digitally. Therefore, we updated the look and feel of the website, including the configurator. Through workshops and mood boarding, we implemented new, "mature" designs that still align with Suzuki's commitment to quality and affordability. 

Suzuki

Active conversion optimization for continued growth

A look at the data shows that the collaboration between Suzuki and iO is successful and has already produced great results. Reports show an increase in targeted conversions, including more complete configurations, higher basket values, more quote requests, more booked test drives, and more online orders. 

However, our journey with Suzuki doesn't end there. Through monthly A/B testing and ongoing development, we are continuing to optimize the website, configurator, and user experience.

Are you active in the automotive and mobility industry?

Read our Automotive & Mobility paper to discover the key digital opportunities and threats in your industry and learn how to build a future-proof strategy and platform.

Related cases

Want to talk about your project?

We're excited to see how we can help you.