Roadster
A modern and non-linear car buying experience that empowers sales agents and consumers to fully transact online, saving time and improving overall satisfaction.
The Problem
Roadster’s old checkout (buy flow) forced customers through a long and linear process regardless of their current situation. In turn, sales agents were forced to take the consumer out of Roadster to better accommodate their needs, resulting in low conversion and completion rates.
Target Users
Consumers are more comfortable with making larger purchases online, and demanding better experiences when shopping for a car. With remote sales gaining in popularity due to COVID-19, a big opportunity presented itself to dealerships willing to adapt their process to a full digital retailing experience.
Consumer
Savvy online shoppers know what they should be paying for a specific car and don’t like to waste time
Sales Agent
Manages leads coming in from multiple channels, finds inventory, and drafts the first deal structure
Old User Flow
A liner experience with massive drop-offs. Consumers had to jump through many hoops before they could initiate their car purchase.
New User Flow
A familiar e-commerce checkout experience that lands the consumer on a task-based order page. In this order page the consumer can perform tasks non-linearly and at their own convenience.
Approach
Simplified
Streamlined and simplified checkout flow to increase engagement. Time-consuming tasks become optional.
Flexible
Users can choose to complete forms at checkout, or simply reserve the car and finish later.
Empowered
Agents are empowered to start the online process on behalf of the customer and push purchase tasks required to solidify the deal.
The New Experience
Checkout - Payment Step
Order Page - Task-based non-linear flow
Dealer Experience
Once the order is placed by the customer, the sales agent has full visibility into every step that has been completed, and she can request extra tasks, adjust the deal to fit the customer’s financial situation, and message with the customer in order to finalize the deal. The full transaction takes place online, including digital signatures with full CRM integrations.
Recent Results
The old flow showed a 2% conversion rate (orders submitted), where the new flow shows somewhere around 7% and 8% with almost 80% of those orders having some tasks completed.
The two flows are not easy to compare since many steps have been removed and others made optional, but we have seen a steady rate of new orders started and submitted as well as an encouraging task completion rate.