Driveway2Driveway Website Optimization

About the Project

Driveway2Driveway (D2D) was founded by a group of seasoned entrepreneurs from the auto retailing industry as a service for consumers to sell used cars quickly and for a great price. An initial website was launched, but it was not meeting sales needs.

Balance Interactive was hired to evaluate the current website and to identify and make improvements. Balance optimized the site design and content around the client’s goals. Within a month of completion of this effort, the company’s online registrations more than doubled.

The Balance Interactive solution included:

Website Review & Recommendations

Balance Interactive reviewed the current website for Driveway2Driveway to evaluate: design, usability, information architecture, user experience, Google AdWords performance and support of stated goals. The process included evaluation by a web designer, an information architecture and usability specialist, a web strategist and a randomly selected group of individuals who represented the targeted consumer group. This resulted in a report and specific recommendations for improvement.

Content Writing & Editing

Balance Interactive optimized the content of the website for visibility in search engines and for usability for visitors. This effort resulted in a boost in the conversion rate of site visitors to customers.

Balance Interactive performed heavy editing and rewriting of the content of the site, with careful attention to messaging points. Language was made consistent and clear. The call to action to list a car with Driveway2Driveway is clear and easy to follow.

Keyword and Search Engine Optimization Research

Balance Interactive identified the top performing keywords and phrases on the web for the Driveway2Driveway business. We also analyzed the site’s statistics to find out what potential customers are entering to find the site on search engines. Following this research, Balance Interactive provided a strategy with specific goals and tactics to optimize the website for the best organic search engine results.

Usability and A/B Testing

The Price My Car form was identified as the critical component for converting site visitors to clients. Balance Interactive optimized the form for user success.

The results page was optimized so that more visitors go to the next step – registering with D2D to sell a car. Balance Interactive developed the messaging and created two pages. The pages were subjected to user testing to determine the message and page configuration that performs best. Balance Interactive then implemented the more successful page.