Reimagining Audi's digital experience

BACKGROUND

The history of our work with Audi goes back to 2010. From innovative VR tech to special event apps, we helped to position Audi at the forefront of the customer experience innovation in the automotive sector. And we’re still building on that.


CHALLENGE

Automotive brands tend to be formulaic in their web presence. 

Customers are wowed with glossy imagery and punchy copy lines, but as soon as they move past the home page – that initial experience changes quite rapidly. Overwhelmed with choice and impenetrable language, car buyers struggle to differentiate between different providers, compare models, and gather the information they need to buy their next car. 

Audi wanted to lead the change and set the new standards for digital customer experience in the automotive industry. They approached Somo to redesign and build their website – focusing strongly on recreating what it means to search through car models online. 

But there was a long way ahead to achieve the experience that meets the needs of modern users. Our initial research showed that 75% of customers found the level of information on Audi UK’s website overwhelming and confusing. The bounce rate was high. The conversion rate was insignificant. And the traffic to the key areas of the website left much to be desired. Customers struggled to discover the information they need to make the right decision. And we needed to change it.


METHOD

Using insights from our analysis as a starting point, we worked hand in glove with the client to begin deconstructing the experience. We created a dedicated Agile team consisting of Product, Design, Development and QA, working in a co-located collaborative fashion with Audi’s Digital team to co-create their new future.

We delivered the project in just 10 two-week sprints, with each sprint ending in user testing to gain feedback and iterate. We tested page variations to identify the highest conversions, and used Monetate to gradually direct a percentage of traffic from Audi’s previous website to the new Beta.

From a technical perspective, we employed a number of cutting-edge technologies, using React to power cross-device adaptive experiences, while still integrating with Adobe Experience Manager 6.2. An emphasis on modern DevOps processes, using Jenkins and Docker to enhance and stabilise our deployment process.


RESULTS

The result is a markedly different experience that lives up to the engineering of Audi’s elegantly crafted vehicles – a beautifully simplified and innovative site that allows customers to browse Audi’s range of models and trims in a way that is easy to comprehend, as well as being more emotionally and visually engaging than the previous incarnation.

The style developed in this project has now been adapted within Audi Germany and Audi America and was recognised at the recent The Drum Design Awards as Highly Commended. 

54%
increase in customer’s understanding of models and trims within the Audi range
81%
increase in visits to Model Pages
117%
traffic increase to “Request a Quote”, a major indicator of purchasing intent and an increase in test drives

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Reimagining Audi's digital experience

The history of our work with Audi goes back to 2010. From innovative VR tech to special event apps, we helped to position Audi at the forefront of the customer experience innovation in the automotive sector. And we’re still building on that.

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We'd love to chat

Somo Global

02033973550 natalia.bochenska@somoglobal.com