How Profile Generated More Foot Traffic with Location-Based Content
Location: Netherlands
Industry: Car Service
Website: https://www.profile.nl/
+32%
Conversion rate with personalized content
+17%
Extra conversion rate when adding geographic targeting
Profile Tyrecenter is an all-around car service company with 154 branches. You can make an appointment at Profile and visit their nearest branch (if you know where it is).
Profile Head Office had been collecting anonymized visitor behavior data from its website and digital brochure for quite a while because it intended to give visitors and customers a more personalized experience and was eager to use this data to benefit its customers. Here’s how we helped.
Goal
Profile’s goal was to increase the number of online appointments by smartly using the information it had collected.
Solution
Since customers consider a branch’s location a determining factor, we decided that geographic targeting would be an essential campaign pillar.
Profile started with five garages in five different cities to measure the effect of geographic targeting. Whenever a customer visits Profile’s website within a 10-kilometer radius of a branch, Profile recommends that branch to the customer.
For visitors who aren’t located within 10 kilometers of a branch, Profile makes a branch recommendation based on previously collected data.
The company also makes recommendations for tires based on the license plate number entered into the www.profile.nl website.
Optimization
We used content blocks across Profile’s website and brochure to put the relevant content front and center. We then made some variations based on the top five service centers and car brands.
For example, if a user owns a Volkswagen and lives within a 10-kilometer radius of the Eindhoven location, he or she will see a relevant content block. The same goes for a user who has a Renault and lives within a 10-kilometer radius of the Amsterdam-Duivendrecht branch.
These personalized blocks are visible in Profile’s online brochure and website to boost conversions.
Results
Thanks to personalized content, we increased the conversion rate considerably — and even more so when combined with geographic targeting:
Conversion rate with personalized content
Extra conversation rate when adding geographic targeting
By dynamically adjusting content to users’ needs, you can improve conversions on your website, app, or brochure.
If you think your company can benefit from similar customer solutions please contact our Enterprise Team.
