Shoptoyota Revamped: Achieving a 120% Increase in visitor engagement and Lightning-Quick Load Times

The Challenge

Built on outdated technologies, the TDA website did not provide a seamless user experience. The team faced several challenges leading to a lack of innovation:

• The website did not reflect Toyota's design elements and was not aligned with the latest brand guidelines.
• The content structure and update processes were inefficient, impeding the marketing team's ability to create and launch campaigns swiftly.
• The existing version of the Shoptoyota website did not support localization in terms of multilingualism, pricing, and design content.
• Integrations with Toyota’s corporate systems were unreliable, leading to a compromised user experience.
  
  Specifically, these broken integrations led to

1. Dealer search results were sometimes taking too long to populate, or in some cases not showing the correct dealer by proximity.
2. Form submissions for “Test Drive” and “Service Appointment” often didn't make it to the dealers. Customers were then left with no responder email.
3. Outdated vehicle offers were showing on-site instead of active advertised offers.

Our Approach

To address these challenges, LeadPulse collaborated with Magnet (a web design agency) to deliver a new and improved TDA website, Shoptoyota. The revamped website marked a significant leap forward for Shoptoyota’s website design and user experience. Here’s what we focused on:

1. Building a future-proof martech stack
   We helped TDA implement Contentful, a headless CMS layer built on a REACT framework. Contentful addressed Shoptoyota’s needs for a responsive e-commerce site by improving the backend content operations, speed, and flexibility to support the scaling of the TDA’s marketing programs.

2. Hyper-personalizing the customer experience
   LeadPulse enabled Shoptoyota to create a hyper-personalized customer experience in real-time by building support for multilingual capabilities, dynamic regional pricing, and design content.

3. Optimizing website design for conversion
   We built real-time dealer search and contact functionality to enable prospects to connect with dealers seamlessly, improving the overall buyer journey and driving conversions.

4. Streamlining campaign management
   Shoptoyota's ongoing campaigns required the ability to introduce new design concepts to showcase vehicle launches and exclusive offers. LeadPulse simplified TDA's existing process to enable the marketing team to effortlessly create and manage campaign pages, ensuring timely and engaging content updates.

More specifically, we

• Created structured page content for all pages, campaigns, and SEO.
• Made it easy for marketers to update or add offers within minutes.
• Improved the workflow for marketers to quickly add new content pages by selecting content modules needed for the page, adding necessary content, and publishing.
• Abstracted away the dependency of needing developer support for existing themes and modules.
  
  

5. Translating data to insight
   To drive continuous improvement, LeadPulse facilitated the collection of critical customer data through integrations with Google Analytics (GA), Google Tag Manager (GTM), and a custom data layer to track visitor activity. These powerful analytics tools, combined with the expertise of the Magnet team, allowed Shoptoyota to grow its relevance and better understand its consumers.

6. Ongoing website management and integration
   LeadPulse continues to manage Shoptoyota’s website codebase. This includes making continual technical improvements and maintaining seamless integration with Toyota corporate systems, ensuring the website remains current, clean, and effective.

Our Tech Stack

• Contentful
• Google Cloud platform
• REACT, NextJS, Redux, CSS
• GA360
• Chatbot

Customer Outcomes

Having overcome the technological limitations of their former marketing tech stack, the Toyota Dealership Association of Canada now boasts a modern and engaging platform that delivers an exceptional user experience.

At a glance:

• Post migration time to market = 1 week
• Website performance improved from 4.5 second load time to 0.9s load time
• Reduced CMS response time to 0.5s
• Increased GA crawling speed at 0.5s
• Increased Form conversions by 100%