Finding the conversions hiding in the mobile experience

The growth team tracked and analysed three major conversion points: Book a Test Drive, Build a Mercedes-Benz and Request an E-Brochure, hunting form friction, funnel blockages, channel performance gaps and mobile experience failures. The current-state analysis surfaced the paradox: most of Mercedes-Benz’s traffic came from mobile, yet mobile converted worst, and social traffic, the second-largest audience segment, produced no conversions at all.

Using a planned testing model, we reviewed each conversion point with heatmaps tracking clicks, movement, scroll and attention; funnels isolating drop-offs by channel, device, browser and location; and form analytics exposing bounce, duration and submit errors field by field. Only half of mobile traffic to the Contact Us page ever reached the call to action, with mobile users abandoning at the first form field more than desktop and tablet users combined.

Working through the insights with Mercedes-Benz, we targeted the low-hanging fruit: shortening mobile pick lists, moving button placements, and matching each form’s demands to the intent level of the device its users were on.

With a new conversion benchmark in place, Mercedes-Benz could see a 20% increase in test drive requests on iOS mobile, a 16% increase on Safari, and a 200% increase in test drive requests through social, the segment that had previously converted nothing, proof that doing more with less starts with knowing exactly where users give up.