BMW Roma Store is the e-commerce of second-hand cars and motorcycles managed by BMW Roma Srl. With over 250 vehicles online, the portal allows you to buy used cars or motorcycles in a few clicks, with many advantages and promotions.
BMW has always been focused on the technological developments and with this project is ready to ride the online car sales market. More than a year after the website launch, BMW is interested in analysing the main activities that could improve the sales performance and lead generation.
Trice has developed an in-depth study of the site’s marketing funnel for BMW Roma. Funnel Analysis is the operation by which the user journey is reconstructed, i.e. the user’s path, from the discovery of the website to the possible conversion, thus analyzing in which points users close the site, in order to optimize their retention.
The analysis has been carried out following three operational macro steps. In the preliminary stages of analysis, the company key people have been interviewed in order to better understand the initiative’s aim, features and goals; a brief market study has been developed to realize how other direct competitor are moving; specific monitoring tools have been preparaed and installed on the platform.
The second step – Reach Analysis – has allowed to analyze the platform’s diffusion grade and the access mode of the target, through: a complete website’s SEO analysis, a SEM Analysis of the campaigns carried out in previous months by BMW Rome, a complete analysis of the Analytics data present, an anylisis of the BMW Roma social media presence, the user personas definition.
In the last step – Interaction Analysis – it has been analyzed how the conversion takes place (or not) and which are the blocking elements of the process through: a complete analysis of the conversion data Analytics present, an analysis of the heatmapping data collected, a usability focus group/website conversion attitude.