How PKW.de improved conversion rates across the customer journey and built a lasting experimentation culture

Introduction

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.

Our approach

1. 01
   Step 1

   Mapped the full customer journey and identified the highest-leverage experiment opportunities at each stage using quantitative funnel data and qualitative research
2. 02
   Step 2

   Built a prioritised test roadmap covering listing pages, search results, lead forms, and vehicle detail pages — ordered by expected impact and ease of implementation
3. 03
   Step 3

   Ran concurrent experiments across multiple funnel stages to maximise learning velocity without waiting for sequential test cycles
4. 04
   Step 4

   Delivered internal workshops to transfer the experimentation methodology, hypothesis framework, and test documentation process to the in-house team

Key learning

“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.”

Client