Nissan UK
CRO, SEO Optimisation and
Help Center
Data Analysis
Nissan does not need introductions. What Nissan and other car manufacturers do have in common, is a specific website tailored to their client base and specific markets.
I was lucky enough to have the opportunity to work with Nissan UK, which was going through a large transformation phase, trying to align services globally.
The UK market became a pilot for data driven changes and optimisation work. Due to our previous experience implementing Decibel Insight on other businesses, I was called by Nissan to create a data analysis framework that would merge the quantitative data capture, done through Adobe Analytics, with qualitative data being extracted by Decibel.
Nissan is an innovative business with a highly conservative approach to any change proposed in their processes.
Most of the initial work done had to represent a clear gain on very clear business KPIs. The enormous number of users Nissan has worldwide, the different nationalities and cultural habits of a vastly diverse set of customers, made it complicated to propose actions that could be taken globally.
Nevertheless, I was able to show the Nissan leadership team in the UK, that the changes I was proposing would be trackable, clear to analyse by data teams and business leaders but also, I was able to create a set of actions that could be tested with the different markets, through AB testing periods and/or user testing sessions.
Quick insights
and iterations
By the time I was on a good path to make significant changes to some of Nissan’s most significant user journeys, at a time where the synergy between qualitative and quantitative data was no longer a doubt to Nissan’s business leader, Covid-19 happened.
Customers could no longer visit their local car dealerships, test drives were extremely limited due to Covid restrictions and the constant walk-in sales relationship customers were used to having with the brand’s representatives was on hold. Nobody knew for how long.
This made me shift completely what I needed to do to help Nissan go through this period, in the best possible way.
Pivoting and quick reaction
I was involved in a few projects where I supported Nissan’s Product Management team, by complementing data insights based on quick data discovery sessions that were now happening every week.
This included initiatives such as Virtual Dealership, where customers could book sessions with the dealership sales reps, to have live virtual tours of the vehicles through the Nissan UK website.
I was also asked to analyse the Nissan’s Aftersales Services pages and user journeys. This included car servicing bookings, car accessories and product landing page optimisation.
SEO optimisation
My role on the SEO optimisation task was one of managing content in the best way possible, so I could find a middle ground between what was needed from a SEO standpoint, but also from a front end design requirement.
I knew the current strategy was lacking several considerations and critical points that would help the Nissan UK pages to thrive organically, but I also was aware that I needed to be the guardian of how this would impact users and the overall digital experience on-site.
With some push backs but also with some compromises, I was able to find a solution that would enhance the SEO requirements without being extremely disruptive to customers. Locking sections of copy to a maximum amount of characters, defining a clear hierarchy of information to manage different header sections and important copy that would boost SEO results and break down what content was being used in repetition and therefore detrimental to standard web crawlers.
FAQ’s to Help Centre
Amongst a few critical actions that I was able to identify alongside Nissan’s Global design team, I was entrusted with the repurposing of the FAQ’s page and turn it into a full fledged Help Center.
This project was ambitious and planned to create a centralised information system that would allow customers to find everything they needed to answer their questions.
The goal was to create an interactive and always evolving help centre that would allow customers to search for specific topics and get the answers by intuitively navigating through the main questions and doubts, that were identified by the Nissan customers care team.
How was I involved?
Nissan UK gave us the possibility to create a bridge between the Nissan Global design team and the UK Product Management team, to make data insights the main driver of effective changes focused on customer needs.
The synergy created between the existing data sources and the newly implemented behaviour analysis feed from Decibel Insight, gave us the ability to focus on valuable changes that fulfilled user needs and commercial goals.
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Through challenging times, Nissan entrusted us with some pretty significant operating transitions and growth initiatives. From simple product page optimisations all the way to full user journey redesigns, I was able to work with different teams within Nissan to help reformat the way digital user behaviour was being treated up to this point in the UK market.
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I wanted to positively impact Nissan’s online presence from day one. Regardless of having the rug pulled from under our feet when Covid-19 hit the world, I accomplished something that wasn’t being done up to this point in the business. I implemented a data driven mentality to prioritise problems, implemented a behavioural analysis crosscheck through Decibel Insight and aligned all our tasks with the SEO team to promote more efficiency and growth through our UX initiatives.
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The fact I was given the possibility to add qualitative data to the already quantitative valuable data at Nissan, opened the doors for us to get closer to the strategic and customer experience teams. This meant I was able to influence the way decisions were made from that point onwards and allow us to play a significant role on how Nissan UK looked at data, the use of said data and the scalability of tasks based on all the information gathered amongst the teams involved.