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Mercedes-Benz USA

Increasing quality leads through a more contextual conversion experience

UX Strategy · Research · Experimentation · Product Design

CLIENT

Mercedes-Benz

YEAR

SERVICES

UX Strategy · Research · Experimentation · Product Design

INDUSTRY

Automotive

Overview

Mercedes-Benz USA didn't simply need more leads from mbusa.com. It needed higher-quality leads that were more likely to turn into meaningful dealer connections and vehicle purchases.

Through dealership research, we found friction on both sides of the experience: shoppers were being asked for too much information too early, while the experience after submission left little clarity about what happened next.

I helped lead the research and design of a contextual lead-form system and a series of experiments designed to reduce friction, improve conversion, and identify which experiences performed best.

Mercedes-Benz USA didn't simply need more leads from mbusa.com. It needed higher-quality leads that were more likely to turn into meaningful dealer connections and vehicle purchases.

Through dealership research, we found friction on both sides of the experience: shoppers were being asked for too much information too early, while the experience after submission left little clarity about what happened next.

I helped lead the research and design of a contextual lead-form system and a series of experiments designed to reduce friction, improve conversion, and identify which experiences performed best.

The challenge

01 / Too much, too soon

Long forms created friction for shoppers who were still exploring and weren't ready to provide extensive information.

02 / Weak follow-through

Dealership employees described difficulty turning initial shopper interest into sustained connections.

03 / Unclear next steps

After submitting, shoppers had little visibility into what would happen next or when they would hear from a dealer.

Then your fluctuating performance point should not be a fourth UX problem. It's business context.

01 / Too much, too soon

Long forms created friction for shoppers who were still exploring and weren't ready to provide extensive information.

02 / Weak follow-through

Dealership employees described difficulty turning initial shopper interest into sustained connections.

03 / Unclear next steps

After submitting, shoppers had little visibility into what would happen next or when they would hear from a dealer.

Then your fluctuating performance point should not be a fourth UX problem. It's business context.

Approach

Rather than designing a single universal form, we treated the lead experience as a flexible system that could respond to shopper intent, entry point, and available vehicle context.

Global Navigation
↓
Model Page
↓
Special Offer
↓
Vehicle Listing
↓
Vehicle Detail

→

CONTEXTUAL LEAD EXPERIENCE

→

DEALER CONNECTION

Rather than designing a single universal form, we treated the lead experience as a flexible system that could respond to shopper intent, entry point, and available vehicle context.

Global Navigation
↓
Model Page
↓
Special Offer
↓
Vehicle Listing
↓
Vehicle Detail

→

CONTEXTUAL LEAD EXPERIENCE

→

DEALER CONNECTION

Key Decision

How much information should we ask for?

Expanded

More vehicle and contact preferences

Benefit: Richer lead information
Risk: Higher submission friction

Balanced

Core information needed to establish intent and contact

Benefit: Useful context with reduced effort
Risk: Less detail for dealer follow-up

Simplified

Minimum information necessary to begin the conversation

Benefit: Lowest barrier to submission
Risk: Less qualification upfront

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