Lexus, the Toyota-owned luxury car brand, has overhauled its web presence, boosting customer interaction and engagement.
The new European website, designed and implemented by Amaze, will appear in 35 countries in 27 languages (42 websites in total), and showcases the luxury car manufacturer’s new brand positioning.
Following in-depth consumer research and analysis, the agency handled the complete delivery of the site, from strategy, conception and design, right through to content development, build and roll out – resulting in a solution that it claims challenges the traditional in the automotive sector.
User experience is at the heart of the site strategy and flexibility has been inbuilt to adapt and optimise the site, according to analytics of user behaviour. New key features include a long page approach, keeping all relevant content in one place, as well as including third party content, such as customer reviews and social media content.
It also incorporates clear calls to action to improve the conversion of customers at major milestones in the buying process.
The aim was to showcase the products in the ways users want to consume the content, rather than the way car manufacturers have traditionally shown it. The site was designed with tablet and mobile usage at the heart of the thinking to maximise the consumer experience on various devices.
A Lexus Europe spokesman said: “The response to the new site in the UK has so far been excellent, with the Russian site due to go live in early July. We will continue the roll out to the remaining European markets and are looking forward to seeing the results over the coming months.”
