Interactive Marketing: Content Strategy Assessment

Background: This assessment is to test interactive marketing expertise, digital savvy, and project management skills, all of which are critical to this role. (Please note: This is not a current MMNA project and feedback requested is solely for purposes of insight and strategy comprehension).

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Problem: Our Eclipse Cross vehicle is about to go through a major update for 2025, changing from a sleek and sporty crossover to an adventurous, rugged off-road vehicle.

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Assignment:

Question #1: Looking at our current landing page for Eclipse Cross how would you change the current content to accommodate these changes? Take screen shots and explain.

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Question #2: The launch for this new vehicle page is planned for March 2025. Please identify and explain the milestones you would need to develop in order to reach that go live date. 

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Interactive Marketing: Content Strategy Assessment

Question #3:

Given the following web metrics for a month:

• Sessions: 100,000
• Time on site: 60 seconds
• Bounce Rate: 65%
• Conversion Rate: 1.5%

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What does this data suggest about the performance of the website? What recommendations would you make to improve these numbers?

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Provide the .ppt when your assessment is complete.

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Approach to Question 1

Current Content Review:

• Start by analyzing the current landing page and reviewing the elements. (layout, design, messaging, and imagery)
• Conduct a thorough analysis of competitor landing pages and off-road vehicles to gain insights into how the market effectively targets and engages customers.
• Take screenshots of key sections (hero image, product description, features, font, and calls to action).

Suggested Changes:

• Visual Update: Since the vehicle is transitioning to a rugged, off-road model, the visuals should reflect the new adventurous tone. Replace sleek imagery with off-road action shots, showcasing the vehicle in challenging terrains like mountains, dirt roads, and outdoor landscapes.
• New Tagline & Messaging: Update the tagline to reflect the new tone, such as “From the Streets into Adventure” or “Conquer the Wild and Explore with No Limits” The copy should emphasize durability, off-road capabilities, and features that support rugged exploration.
• Interactive Content: Incorporate engaging elements like video clips of the vehicle in action, 360-degree views of the new model, and interactive features allowing users to customize and explore the off-road features.
• Call-to-Action (CTA): Revise the CTA to reflect the new audience. Replace "Book a Test Drive" with options like "Discover Adventure" or "Explore Off-Road Features."
• Human Element: Include visuals of people using the vehicle in real-life off-road scenarios, such as camping or driving through rugged terrain, to make the experience more relatable and aspirational for potential customers.

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Approach to Question 2

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Approach to Question 3:

Analysis:

• Traffic Volume: With 100,000 sessions, it suggests that the marketing efforts are driving significant traffic to the page. However, traffic alone doesn't guarantee success; the other metrics like bounce rate, time on site, and conversion rate also determine how well the page is performing.
• Bounce Rate (65%): This suggests that a significant portion of visitors are leaving the site without interacting further. A high bounce rate typically points to issues with page relevance, user experience, or loading speed.
• Time on Site (60 seconds): The average time on site is relatively low. For a vehicle landing page, users should ideally spend more time exploring features, watching videos, or interacting with tools. This time could mean that the content is not engaging or that users are not finding what they expect.
• Conversion Rate (1.5%): The conversion rate is low, indicating that only a small percentage of users are completing a desired action (such as signing up for a test drive or request for information). This could be related to the high bounce rate and lack of engaging or persuasive content.

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Recommendations for Improvement:

1. Enhance Content Relevance:
• Ensure that the messaging and visuals align with user expectations. Highlight key features, such as the new off-road capabilities of the Eclipse Cross, and provide compelling reasons for users to stay on the page.
• Create targeted landing pages based on user segments (e.g., off-road enthusiasts vs. city drivers).
2. Improve Engagement & Interaction:
• Introduce interactive content such as videos, 360-degree views, and build-your-own car tools to keep users engaged and increase time spent on the site.
• Add stronger, more visible calls-to-action (CTAs) like “Discover the Off-Road Experience” to guide users toward conversions.
3. Reduce Bounce Rate:
• Test and improve page load times, as slow pages often lead to higher bounce rates.
• Ensure the page is optimized for mobile devices, given that a significant percentage of users may be visiting from smartphones.
4. Boost Conversion Rate:
• Simplify and streamline the conversion process by reducing the number of steps needed to sign up for a test drive or request more information.
• Use A/B testing to experiment with different CTAs, offers (e.g., special incentives or exclusive previews), and forms to determine what works best in converting visitors.

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Supporting Points

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Change name of vehicle from 2024 Eclipse Cross to 2025 Eclipse Cross

Change CTA to “Schedule Your Test Drive Today”

*Great opportunity to test how language affects CTR*

Update picture of car model to the 2025 Eclipse Cross, and change background to more rugged terrain. (rocky mountains, trees, dirt)

Update product description to: "Take command of any terrain with an adventure-ready vehicle, equipped with 4-wheel drive, cutting-edge technology, and advanced safety features for your off-road explorations."

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Supporting Points

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Update CTA Button text to read: “Explore Exclusive Deals”

Change name of vehicle from 2024 Eclipse Cross to 2025 Eclipse Cross

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Supporting Points

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*I understand the significance of highlighting a product feature during a launch, but to maintain prospect engagement, I recommend incorporating this feature into the boxes at the bottom of the page for better visibility. Example provided below:

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Supporting Points

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Change tagline to “Adventure is in the details”

Update car model to 2025 Eclipse Cross. Enhance the page’s functionality by adding a 360-degree exterior tour of the vehicle, allowing prospects to engage more interactively with its features.

If the colors aren't trademarked, their names can be adapted to reflect the vehicle's rugged character, such as "Mountain Slate," "Desert Sand," or "Forest Pine."

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Supporting Points

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Update the environment to a campground setting, featuring people, tents, and natural elements like rocks to create a more immersive, adventurous scene.

This image should be interactive, and have a CTA button. The interactive tour should offer a virtual tour of the car’s interior. By allowing prospects to explore the vehicle's features firsthand, they’ll become more familiar with the space,increasing their likelihood of engaging with the CTA button that says “Explore all Interiors”

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Supporting Points

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This section should feature a dynamic background or a carousel of images, showcasing the updated model conquering a variety of terrains. From rugged mountain trails to sandy deserts and rocky paths, the visuals would highlight the vehicle’s ability to tackle any environment, reinforcing its versatility and off-road prowess.

Change name of vehicle from Ralliart to 2025 Eclipse Cross, change product description, tagline, and CTA button to fit product model.

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Supporting Points

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This landing page offers an ideal opportunity to introduce a storytelling section, where users can scroll through a visual narrative following an adventurer using the off-road vehicle. The story would take them through various terrains, from dawn to dusk, showcasing the vehicle's features and versatility in real-world conditions. This immersive experience would create a stronger emotional connection with potential buyers, highlighting the vehicle's capabilities in a way that feels personal and engaging.

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Supporting Points

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Include an image of a camper being towed, with a wide-angle view highlighting the vehicle's impressive towing capabilities, emphasizing the power and strength of this feature.

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Supporting Points

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I really like the design of this page, but I noticed a small bug: when you scroll down and then back up, the black options bar tends to get stuck, preventing you from clicking on any elements underneath it. As shown.��Aside from that, I’d recommend darkening the font on the key features list for better readability. Additionally, I’d make sure the landing page reflects the correct model of the vehicle, with updated information like the name, price, and copy to ensure everything is accurate and aligned with the product offering.�

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Thank you

By: Dharini Vishwanath

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