Digital Marketplace

Role

• Site structure
• Graphic design supervision
• Homepage and content pages design and development (Drupal, HTML, CSS, Javascript)
• Search engine optimization
• Analytics implementation

Context

GPA wanted to make their car dealerships' products and services readily accessible in order to facilitate the customers' journey to their point of sales while offering a multibrand shopping experience and a fluid and intuitive navigation on mobiles.

Challenges

• Simplify the user journey toward different types of products and services
• Allow space for each car manufacturer brand image
• Display a large range of complex and valuable information in a restricted space
• Maintain and increase search engines traffic flow in a very competitive activity sector

Features

• New vehicles: Full catalog with monthly prices that include savings offered by the manufacturers
• Pre-owned vehicles: Real-time inventory showing photos, accident history, and characteristics of each vehicle
• Service: Online booking
• Dealerships: Display of monthly promotions (banners)
• SEO: Optimized catalog pages in order to multiply the entry points and facilitate access to products
• Analytics: Measurement and tracking of key performance indicators with Google Analytics

Impacts

• Organic traffic: Average monthly visits increase: 432% after two years and 1,147% after seven years
• Mobile traffic: 446% conversion rate increase in the months that followed launch