Automotive · Marketplace · Lead Generation
Better conversion. A team that keeps testing.
Drove conversion rate improvements across the full customer journey of one of Germany's largest automotive marketplaces — and embedded a lasting experimentation culture.
Engagement outcomes
- Higher conversion at multiple journey stages
- An in-house experimentation culture
- A programme the team continued internally
In the client’s words
Besides uplifts in conversion rates at various points of the customer journey, the project helped implement an experimentation culture in our company, which we continue to strengthen across the entire team to this day.
Dr. Laurenz Preusse
Chief Marketing Officer, PKW.de
The context
PKW.de is one of Germany's largest automotive marketplaces, connecting buyers and sellers across a complex, multi-step journey. With significant traffic volume, even marginal improvements in conversion translate directly into meaningful revenue uplift — but only if you can identify where to intervene and why.
The challenge
PKW.de had the traffic but struggled to convert it consistently. The customer journey spanned multiple touchpoints — listing pages, search results, vehicle detail pages, and lead forms — and conversion opportunities were diffuse and hard to prioritise without a structured framework. Decisions were being made on instinct rather than evidence, and there was no systematic way to learn from the results.
What we did
Understand the whole journey
Mapped the full customer journey and identified the highest-leverage experiment opportunities at each stage using quantitative funnel data and qualitative research
Prioritise the opportunities
Built a prioritised test roadmap covering listing pages, search results, lead forms, and vehicle detail pages — ordered by expected impact and ease of implementation
Test across the funnel
Ran concurrent experiments across multiple funnel stages to maximise learning velocity without waiting for sequential test cycles
Equip the team to keep going
Delivered internal workshops to transfer the experimentation methodology, hypothesis framework, and test documentation process to the in-house team
What we learned
The most durable outcome of a CRO engagement isn't the test results — it's the team that can keep generating them after you leave.
