Overview
increase new car leads by
Improve User Engagement: Provide relevant, actionable information at key decision points, ensuring that users stay engaged throughout the buyer’s journey.
KPIs & Goals
20%
25%
35%
Increase organic search traffic by
Optimize Digital Touchpoints: Streamline the journey to ensure users interact with content at the most relevant "micro-moments."
Increase user engagement
The automotive industry is evolving rapidly, and so are car buyers’ behaviours. As more consumers shift to digital platforms for research and purchases, Drive.com.au needed to keep pace. I spearheaded a targeted product and content strategy, addressing key pain points and pivotal moments in the buying journey. This case study demonstrates how i transformed Drive into a market-leading platform, aligning with the changing demands of today’s car buyers.
Car buyers face several key challenges in their journey, including:
Background
Challenges
Increase Lead Generation: Drive more qualified leads to dealerships through enhanced dealer visibility and better deal transparency.
Increase SEO Visibility & Traffic: Improve on-page SEO and content structure to capture high-intent search queries.
Increased key user actions by
30%
Uncertainty about which dealership offers the best service.
Doubt around whether they are securing the best deal.
Confusion over which vehicle is the most suitable for their needs.
Unawareness of total cost implications and financing options.
These challenges created friction in the car-buying process, often resulting in decision fatigue, reduced engagement, and missed opportunities for dealerships.
Insights from Research & Data
Complex Journey:
The average car buyer engages with over 900 digital touchpoints, including searches, dealer websites, reviews, and videos. This highlights the need for consistent, relevant content across all platforms.
Insight
My research was anchored in Google’s Micro-Moments Framework, which identifies critical moments when consumers turn to their devices to answer immediate questions during their decision-making process. These moments are intent-driven and occur throughout the buyer's journey. By applying this framework to the car-buying process, we were able to focus on key moments when users need specific information to make confident decisions.
Digital-First Approach:
78% of car buyers conduct extensive research online before even visiting a dealership. This reinforces the importance of Drive.com.au being present and delivering valuable content early in the buying journey.
Mobile Dominance:
65% of buyers use their smartphones to check deals and compare cars even while at dealerships. This emphasises the need for real-time deal transparency and seamless mobile experiences.
Key insights:
THE Journey
Key Micro-Moments in the Car Buying Journey
Throughout the buying process, consumers encounter pivotal micro-moments that shape their final decision. From exploring models to evaluating affordability and finding the right dealership, each moment plays a critical role in guiding their purchase.
Early in the journey, buyers explore different models to determine which one fits their needs.
Which-car-is-best moments
1
Is-it-right-for-me moments
As buyers narrow down options, they begin evaluating whether a car fits their lifestyle, family needs, and other specific criteria.
Can-I-afford-it moments
Buyers then seek out pricing, leasing options, and financial comparisons to assess affordability.
Where-should-I-buy-it moments
Lastly, buyers consider where they can purchase the car, factoring in dealership reviews, nearby options, and available deals.
Given the large number of touchpoints, many users feel overwhelmed by the information available. Our strategy will streamline the experience to reduce friction and guide buyers through each step with ease.
Decision Fatigue
2
3
4
Think with Google Source:
TNS Media Consumption Report
As buyers near the end of their decision-making process, they want reassurance that they are getting the best deal.
Am-I-getting-a-deal moments
5
Product & Content Strategy
The strategy
Drive.com.au’s new car product and content strategy focuses on enhancing the car buyer’s journey by addressing key pain points through targeted micro-moments. The journey is split into two primary categories: Content Strategy and Product Strategy. This division allows for a more focused approach in helping users make decisions on which car to buy, whether it fits their needs, and how they can ensure they get the best deal from a trusted dealership.
The strategy revolves around these critical micro-moments, ensuring Drive.com.au is there for the user at the right time with the right information.
Content Strategy
To engage users early in their decision-making process and provide actionable insights that help them confidently choose the right car.By focusing on these micro-moments, the content strategy aims to meet users' questions and concerns early, guiding them confidently toward the next steps in the car-buying process.
Key Focus:
Provide comprehensive comparisons of different car models based on user needs such as safety, family size, fuel efficiency, and driving habits.
Execution:
Create side-by-side comparisons, expert reviews, and rankings that help users easily understand which cars fit their criteria.
Key Focus:
Help users determine if the car suits their lifestyle, such as city driving versus long road trips, family cars versus solo drivers.
Execution:
Develop content around lifestyle-focused questions, user-generated reviews, and real-world driving scenarios to help users visualize themselves using the car.
Key Focus:
Assist users in understanding the financial aspect of car ownership, including upfront costs, ongoing costs, and financial tools like leasing vs. buying.
Execution:
Create content modules with financing calculators, cost of ownership breakdowns, and leasing versus buying comparisons. Highlight options that fit within their budget.
Product Strategy
To drive users toward purchase decisions by addressing pain points around where to buy, deal transparency, and dealership trust.This product strategy ensures that users can easily move from research to purchase while addressing any hesitations they may have around price, location, and trust.
Key Focus:
Help users find trusted dealerships and real-time inventory based on location and price.
Execution:
Develop a dealership platform featuring ratings, user reviews, and proximity-based listings, providing users with the confidence to choose a trusted dealer.
Key Focus:
Alleviate user anxiety about pricing and deals, ensuring they are getting the best value.
Execution:
Implement a deal comparison tool that shows real-time pricing across multiple dealerships. Offer promotional discounts, exclusive offers, and upfront pricing transparency to remove hidden costs.
Execution Plan
This plan transforms Drive.com.au by developing interactive content, integrating key features, refining the user journey with Google’s Micro-Moments framework, and boosting visibility through SEO and digital marketing. It ensures relevant information at every stage, increasing engagement and lead generation.
User Journey Optimisation:
Use Google’s Micro-Moments framework to refine the buyer’s journey. Ensure the platform and content deliver the right information at the right time, helping users move seamlessly from initial research to final purchase.
SEO & Digital Marketing:
Optimise content for SEO, targeting high-intent keywords like “best family SUVs” or “best car deals.” Use SEM and social media to capture users early in their car-buying journey and keep them engaged through personalised content and offers.
Content Development:
Create interactive modules, comparison tools, and articles for each micro-moment. This will involve close collaboration with industry experts, dealerships, and real customers to provide authentic, valuable content.
Platform Integration:
Roll out product features such as the dealership rating system, real-time deal comparison tools, and scheduling options to enhance the online dealership experience.
Driving User Engagement and Growth
The Drive.com.au Product & Content Strategy is designed to offer a comprehensive, user-first approach to the car-buying journey. By splitting the strategy into content-focused and product-focused micro-moments, Drive.com.au can offer users the information, tools, and confidence they need to make informed decisions. With execution plans aligned with Google’s Micro-Moments framework, this strategy is poised to increase engagement, drive leads, and set the platform apart in the competitive automotive marketplace.
This data-driven approach will ensure that Drive.com.au becomes the go-to resource for car buyers, while also delivering measurable growth for dealerships and partners.
User Journey Accuracy
User Engagement: A 28% boost in engagement, driven by interactive content, dealership ratings, and a streamlined buying experience.
Performance Summary & Results
25%
28%
30%
Decision-Making Speed
Lead Generation: Aiming for a 30% increase in new car leads through real-time deal comparisons and dealership showcases.
Increase user engagement
Content Performance: Expecting a 25% rise in repeat visits, establishing Drive.com.au as a trusted car-buying resource.
15%
Operational Efficiency
SEO & Organic Traffic: A projected 35% growth in organic traffic within 6 months, capturing more users searching for deals and reviews.
