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Challenge
Making Electric Vehicles an Effortless Choice
Clever aimed to convert potential electric vehicle (EV) buyers to their charging subscriptions with a new website. I shaped the customer conversion strategy and UX to maximise organic traffic.
Approach
Shaping the Customer Conversion Strategy
Clever generates the most revenue from selling charging subscriptions through partner dealerships when customers purchase electric vehicles (EVs). Therefore, we decided to target potential EV buyers as the main target audience to create a win-win-win:
Google Analytics Insights
My analysis of the analytics revealed that EV overview and detail pages were among the most visited. However, the existing design led to a disjointed user experience that failed to effectively convert the target audience.
User Research Findings
Having identified potential EV buyers as our main target audience, I analysed their journey and specific needs at each stage of the EV ownership journey. We decided to focus on the consideration stage for the website redesign.
Defining the Direction
I developed the direction for the new website, focusing on guiding potential EV buyers through the consideration stage and converting them into customers. Sitemaps and wireframes were later optimised based on user testing findings.
Solution
Guiding Potential EV Buyers
Helping Choose the Right EV
Sifting through multiple EV brands to find the right one from a see of options is tedious and time-consuming. Clever stepping into this crucial part of the customer journey marked them as a trusted partner and charging solution provider.
Electric Vehicle Overview
I designed a cross-brand EV overview page, where potential EV buyers could see all the available EVs side by side. Filters such as EV type, range and number of seats allow users to compare and filter them by most requested parameters.
Driving Conversions
Introducing Clever products into the flow allowed Clever to provide the cost and specifics of charging an EV where it is most relevant. I designed a flow driving potential EV buyers to partner dealerships to convert users to customers.
Educating about Charging Options
Clever prides itself on having charging solutions that suit all customer needs. However, explaining them to users who might have never owned an EV proved challenging.
Product Overview
I designed an easy-to-navigate product overview, guiding users by specific needs.
Addressing Common Uncertainties
User research revealed that potential EV buyers had multiple uncertainties depending on their unique situation. To address the most common uncertainties, I saw an opportunity to introduce social proof and highlight Clever’s growing charging network.
Providing Social Proof
We selected a handful of Clever customers with vastly different living situations to address the most common concerns potential EV buyers have.
Showcasing Clever's Ambitions
We highlighted the ever-growing Clever’s charging network with a clear brand message - Find us Everywhere.
Mitigating Range Anxiety
We designed a dedicated page to explore the Clever charging network, with details such as compatible plug types and live data on availability.
Integrating into Daily Routine
We highlighted just how easy Clever makes it to find a charging station and charge your EV with their app.
Reflection
Clever's Digital Transformation
As I reflect on this project, I'm proud of the strategic approach we took to redesign Clever's website. By focusing on potential EV buyers and their specific needs, we created a platform that not only educates and guides users but also seamlessly introduces Clever's charging solutions at the right moment.
The redesigned website has significantly improved the user experience, making it easier for potential EV buyers to navigate the complex world of electric vehicles. The increase in organic traffic and improved conversion rates demonstrate the success of our user-centric approach.
My work with Clever continued for several years, continuously developing and implementing a digital strategy for their website and app.