Inchcape BMW


Leading UK automotive retailer, Inchcape, wanted Branded3 to focus on improving the CRO of its Cooper BMW manufacturer site.

The objective which framed our CRO and design strategy was to maximise conversions for their used car channel through telephone contact and online form submissions.


We began with a full user-journey analysis of the website and identified the potential barriers to conversion. We highlighted call-to-actions, used design encapsulation and page flow to highlight the used car search box, and used empowering image to make the product the star of the page.

We also cleaned up the search pages by unifying the design, allowing users to quickly sort and view statistics with the aid of imagery.


We delivered a 20% increase in leads and reduced the bounce rate by 39%, this meant that users were finding exactly what they wanted on the site and could get in touch easily, and quickly.

There was also a 10% increase in average visit duration, meaning that customers were staying on the website much longer than before.

To have delivered these results from design and CRO changes alone without any other form of marketing shows the power and potential of these services. It also shows the importance of ensuring the web pages you’re directing visitors to are fully optimised for a good user journey and for conversion.


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