Run on Episerver Digital Experience Cloud, Mazda’s Website Visitors Access Features Equivalent to a Digital Test Drive of the New Generation Vehicle
Incomplete or missing information stops 98 percent of online shoppers from completing their buying journey. With 86 percent of car shoppers conducting online research before visiting a local dealership, the automotive industry must present compelling and complete content to car buyers as they view online images, videos, car specifications and configuration options to complete the car buying process. Catering to the digitally savvy buyer with immersive and interactive content, Mazda New Zealand has announced the launch of its All-New Mazda3 website on Episerver Digital Experience Cloud.
As part of a new digital identity for the brand, Mazda New Zealand is the latest of the multinational automaker’s local divisions to move to Episerver, the company transforming digital experiences. Working against a grueling deadline and their first time using the platform, Mazda New Zealand opted for the Episerver Digital Experience Cloud accelerator package to include Episerver support services, resulting in a seamless launch in less than five weeks.
With the primary call-to-action set as “Book a Test Drive,” the website delivers dynamic content such as 360-degree spin photos, image personalisation based on vehicle preferences and click-activated motion graphics to provide the most tangible experience possible on the web. When buyers get behind the wheel of the All-New Mazda3, it results in a very high conversion rate.
“A beautifully designed, high-performing and technologically connected vehicle needs a website to match it,” said Chris Tankard, Head of IT at Mazda New Zealand. “As many IT teams can relate to, we needed to launch the site quickly. The speed to get up and running on Episerver was very, very fast. From start to go-live, Episerver’s team was extremely quick and immensely proficient in their communication with the product itself being incredibly intuitive to learn and hands-on to use.
“In the old days, you had to go to your agency to ask them to make a change or create a new landing page. Now we can do this ourselves, making us more involved with the platform than ever before allowing us to add new features and seamlessly integrate with other technologies in use.”
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One month after launch, Mazda is pleased with the site’s performance with further plans in the works. To offer a single brand touchpoint, the dedicated All-New Mazda3 website will be migrated to the full Mazda New Zealand website later this year, when the team will embark on further personalisation strategies. The Mazda websites run on Episerver Digital Experience Cloud on the Microsoft Azure platform where the marketing team is leveraging Episerver’s 1:1 personalisation and manual segmentation capabilities at scale to tailor the digital journey for their customers.
“Mazda’s new site is a testament to how agile the Episerver Digital Experience Cloud is, which enables our customers to quickly go to market with new products or in new regions with on-brand experiences that capture their customers’ attention, drive engagement and provide measurable uplift for the business,” said Jessica Dannemann, CMO of Episerver. “What also stood out to us about the All-New Mazda3 website project was their feedback regarding how proactive our service was which kept Mazda ahead of their strict timeline. We’re agile in our platform and processes so customers can be too.”
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