The landing page is not only the brand’s calling card, it is also a key element in influencing the first impression of potential customers. For premium products like the Range Rover Evoque, this first contact is even more important. Our brief was clear: to transform the Range Rover offer page into a tool that not only attracts attention, but also effectively converts visitors into satisfied customers. In addition, the final site had to target a Lithuanian audience.
Results of our work
Initial challenges
We would not be who we are without research, in-depth data analysis and direct contact with the product. As a result, we were able to offer solutions that not only met customer expectations, but also reinforced the brand’s image as a leader in the luxury car segment.
Armed with design, user experience and UX writing skills, we began by identifying content and solutions on the client’s landing page that we felt could be improved.
The landing page should act as a unique, readable and well-structured business card, often the first point of contact between potential customers and the brand on the web.
Especially professional when it comes to a product that is very much associated with high quality. It’s worth demonstrating a unique voice and character that grabs the attention of visitors and keeps them interested.
Time to go shopping
To meet the client’s expectations, we started with what we do best as researchers; in-depth user analysis and the creation of relevant personas.
The Land Rover team provided us with initial target customer personas for the Range Rover Evoque, which we used as a starting point. We wanted to better understand who the enthusiasts of the model were and what needs and expectations they had.
But we needed to know more, and at EDISONDA we never give up. There was no choice but to do some ‘field’ research – our designer went to a Land Rover showroom and experienced first-hand what it is like to be a proud (potential) owner of the latest Range Rover Evoque. She went through the process step by step, and she did it incognito.
At one of the randomly selected dealerships, our expert was shown the range in action by professional, friendly staff. Although this was almost impossible due to time constraints, she was fortunate enough to be able to take a test drive. Finally, she enriched her conclusions with discussions with representatives of the Land Rover dealership.
It was only through these activities that we were able to fully understand what attracted customers to this particular brand and the Evoque model. Through direct contact with the product, interviews and analysis of competitor sites and offers, we were able to draw conclusions and identify which elements, benefits and features of the car were key from a user perspective and how best to present these on the website.
Content creation and website design
In creating the Range Rover Evoque landing page, we took the perspective of three personas: Rūta, Zane and Mari. It was important to highlight features and benefits that matched their motivations, preferences and lifestyles.
By addressing the specific motivations, values and lifestyles of Rūta, Zane and Mari, the site can effectively interact with potential customers and encourage them to take the next step in their buying journey.
This is how we put our ideas into practice:
1. At the top of the page – a brief introductory summary of what the Evoque is, who it is for and what it has to offer, showing that the Evoque is an SUV that is ideal for both city driving and off-roading with the family.
2. Highlighting how the Evoque enhances professional prestige:
- a recognisable brand,
- rare, not ordinary.
3. Presenting luxurious interior:
- emphasising the highest quality materials, technology and comfort.
4. Highlighting the benefits of driving the Evoque in an urban environment:
- ease of driving and parking in an urban environment,
- addressing concerns about driving an SUV in the city.
5. Showing the space and comfort of a family car.
6. Emphasis on the vehicle’s suitability for travel and off-road expeditions.
A well-told story
We designed the new landing page with a view to improving both visual appeal and functionality. A key objective was to create content written in simple and understandable language, focusing on the benefits to the user rather than the technical specifications of the car. We wanted visitors to the site to be able to immediately see the benefits of buying a car, how it could make their lives easier and what the rewards would be. These are the aspects we focused on.
- Narrative and storytelling:
- A narrative that engages users and creates an emotional connection with the product.
- Address user issues and needs.
- Identify and address users’ problems and needs to help them see immediate value from their purchase.
- Formulate benefits in a way that directly addresses these problems and needs.
- Text form:
Bold key words
- Highlight important information by bolding key words and phrases.
- Makes it easier for users to scan the page and quickly find the most relevant information.
Volume
- Concise and accurate content that quickly conveys the most important information.
- Not overwhelming users with excessive text.
Catchy and memorable
- Attractive and engaging copy that grabs users’ attention.
- Strong headlines and sub-headlines that encourage further reading.
- Availability of a CTA and contact form:
Repeated calls to action
- Multiple CTAs in different parts of the page to increase the chances of user interaction.
- Clear and visible CTA.
Easily accessible contact form
- Contact form available in different parts of the page, not just hidden at the bottom.
- A short and simple form that minimises the user’s effort to complete it.
Visual and interactive elementsinteraktywne
- Professional, high-quality visuals.
- Photos and videos showing the Evoque in different environments.
- Interactive elements that allow users to explore different configurations (like colours).
Before and after website design comparison
Page before changes
Page after changes (only available website modules have been used)
Visually appealing hero section element, featuring a high-quality video of the Evoque in a prestigious setting.
The headline grabs attention and conveys a key message.
It highlights a special feature of the offer: availability at your fingertips.
‘Luxury at your fingertips – comfort and charisma now within reach’.
We have also highlighted other important aspects of CTAs:
- in advance of the page fold – visible as soon as you enter the page,
- is highlighted,
- gives a clear indication of what is to come.
Key information and interactive features, such as a contact form, the ability to download a brochure and launch a car configurator, were easily accessible and visible upon entering the site. This allowed users to quickly find what they were looking for, increasing engagement and conversion.
Implementation and next steps
After the design phase, we handed the project over to the client for implementation. The main challenge of the project was the need to use only the existing components of the website. We did not revolutionise or build a new site, but used existing modules, which can be a valuable advantage for clients who are reluctant to make major changes.
In the end, almost all of the proposed solutions were implemented. The site has an optimised, clear CTA. Content is easy to scan and understand with a quick browse. Key benefits such as the car’s unique features and competitive advantages are highlighted.
The implementation of the landing page was an ongoing process, and the site was regularly updated and tested for functionality. We wanted to ensure that all elements were working correctly and meeting user expectations.
We were in constant contact with the client. This close collaboration allowed us to respond quickly to suggestions and make the necessary changes. The end result was a landing page that grabbed users’ attention, engaged them and led to increased conversions and customer satisfaction.
A successful journey comes to a grand finale
As a result of our collaboration, the number of hot leads has increased by 66%, conversions have increased by 73% and users are spending an average of 28% more time on the site per session!
The updated landing page retains users by encouraging them to interact with the site. With clear calls to action, clear content and highlighting key benefits, the site has become more engaging and more effective at generating leads.
We already know that the success of our project will not be limited to one Range Rover model. The new structure and approach to content creation has been used as the basis for creating similar landing pages for other car models offered by the client. We believe this will help to ensure consistency in brand communication and increase the effectiveness of marketing activities on a larger scale.
The joint project with Land Rover demonstrated the importance of understanding users and their needs. Through in-depth persona analysis and direct contact with the product, we were able to create a site that truly meets the expectations of the target audience.
