Complex and lengthy sales cycles require an incredibly thorough digital experience to engage customers early in their purchase path. With a range of interactive tools and deep content we helped NextFleet — a Mitsubishi Corporation Company — establish a leadership position online.
Objective
With a minimal website and digital experience, NextFleet struggled to assert a leadership position in the market. They aimed to significantly overhaul their existing website and create ways to engage their audiences much earlier in the long and complex fleet management sales cycle. Their ultimate aim is to utilise digital to gain significant traction in the Fleet Management industry sector through increased visibility, engagement, and leads.
Approach
Partnering closely with Sarah Lepelaar, the Head of Digital Marketing at NextFleet, we knew we had to “win” across multiple fronts to achieve the desired objective. We needed to drive a significant amount of extra traffic, engage audiences earlier in the sales cycle, and give them plenty of reasons to come back and enquire when the time was right.
We devised a digital strategy to significantly increase the scope of the website from less than five pages to more than 60, creating a significant amount of content around NextFleet’s products and services. This served to educate audiences about the need for fleet management and relevant financing solutions and helped compare the different options available. Furthermore, we created a broad range of interactive tools, including a “Lease or Buy Calculator”, to aid in the decision making part of the sales cycle.
Finally, we helped NextFleet with both Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) to help drive qualified traffic to the website to build up the sales pipeline as quickly as possible.
Problem Solving
Reach
In the first month after launch we increased traffic by 67% purely based on increased search visibility as a result of SEO. Shortly after this we increased traffic by 734% in Q3 FY20/21 through a relatively conservative SEM budget.
Engagement
In the same first month after launch we more than doubled users, more than tripled pages per session, and more than quadrupled the average session duration (from 1:20 to 6:08). Bounce rate dropped 72% from 52% to 15%. Users are clearly engaged, keen to explore the new website and learn more about NextFleet’s fleet management solutions.
Conversion
Since launching we’ve achieved an average of 33 conversions per month on the website including 19 enquiries and 8 Lease vs Buy Assessment completions per month. This is a significant improvement on the previous year and has helped NextFleet to bolster their sales pipeline.
Usability
A key objective of the new website was to build the website using a “blocks” system that could be easily used by the team at NextFleet to expand on their website as needed, with a range of layout options, but without breaking the brand integrity of the site. With this in mind we architected & designed a block system covering a broad range of content and layout types and integrated this tightly with their WordPress CMS.
