FINAL REVIEW PRESENTATION

-IMPROVEMENT PROGRESS-FINAL REVIEW

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Online marketing is one of pillars in Integrated Marketing

Communication activity.

Primary tool for customer to obtain information

Performance indicators: Total Visitors, Time on Site, and

Bounce Rate

Price List: Most viewed, but high bounce rate too (66.29%)

Automotive brand websites are voted

most helpful when making a car product

purchase in online.

(Nielsen Media Consumption Study, 2012)

35% of new-vehicle shoppers

in Indonesia use the Internet to find

information about which make and

model to purchase before visiting a

dealership.

(J.D. Power Asia Pacific, 2013).

Website plays important role on search phase for

Toyota potential consumer.

570 803

902 1182

398513

631 811

Jul-Sep 2013 Oct-Des 2013 Jan-Mar 2014 Apr-Jun 2014

A. Traffic Analysis (in '000)

Total Visitor Total Unique Visitor18.55

15.0112.47 13.4

9.01 7.225.55 5.29

Jul-Sep '13 Oct-Des'13 Jan-Mar '14 Apr-Jun 2014

B. Audience Analysis: Activity

Avg Page/Visit Avg Time/Visit (min)

19.68%

23.92%

35.64%

34.59%

Jul-Sep '13 Oct-Des'13 Jan-Mar '14 Apr-Jun 2014

C. Bounce Rate

Bounce Rate

Lack of Engagement !

1. Pay attention in sidebar of a web page.

2. Decide to buy a car, need shopping tools feature.

3. News and Promo contents are only shown in homepage.

Product (Yaris)Pageviews : 339.297Bounce Rate : 7.67%

[by-what] Pagebased on 4 most viewed pages in Toyota's Website in April-June 2014

HomepagePageviews : 318.713Bounce Rate : 20.49%

Price ListPageviews : 356.740Bounce Rate : 66.29%

Go to Next Page in Toyota Website (25.2%)

[by-what] Traffic

Product (Agya)Pageviews : 338.435Bounce Rate : 6.31%

Leave from Price List Pageand Toyota Website

(74.8%)

Need information about Toyota's product price

Go to Price List page

Search information needed

Leave Price List Page

Go to another pages (Product)

Fill database or prospect form

Leave the website

To provide Best Total Ownership Experience through Toyota Online (Website) as the first channel to find information about Toyota.

Improve Price List page to encourage visitors to explore more pages and

fill out the database form.

Reduce Bounce Rate in Price List page from 66.29% to 50% by the end

of September 2014. In order to reach 22% bounce rate in average

ROOT CAUSE

No other content to

encourage visitors explore

another information.

COUNTERMEASURES

1. Put promotional content in the price list

page (Hot Promo, Games, Event).

2. Add shopping tools features (Credit

Simulation, Book Test Drive, Contact

Dealer) directly to each product.

3. Do pretest to view the visitors' response

towards new design of price list page.

Before After

Original

Price List

Page

September

1 – 16

Put

Shopping

Tools

Feature

September 17 – 24

Put

Promotional

Content

September 25 – 30

Conclusion: Need evaluation after implementation (3 months period)

23.60%34.20% 33.60%

76.40%65.80% 66.40%

Sept 1 - 16 Sept 17 - 24 Sept 25 - 30

Leave Page

Explore Next Page

Bounce Rate

1. Evaluate promotional content

2. Do the pretest for new design

3. Monitor Time on Site, Bounce Rate, and

Number Page/Visit