Best Automobile Website, Best Mobile Website

The online Jeep brand needed a refresh. The existing Jeep.com, though visually elaborate, was utterly non-functional. It relied heavily on the usage of (nearly obsolete) Flash and incorporated crushingly heavy and detailed photography. As well, the site was a collision of the former site’s functional experiences buried under a sensationalized homepage. The client’s request was to bring the majority of Jeep.com’s user experience under a clean, consistent and utilitarian umbrella.

By focusing on conventional shopping behaviors, we were able to present content in a fashion conducive to a genuine vehicle purchase. Longer scrolling pages and proper development frameworks enabled smartphone and tablet browsing and shopping interactions. We are still slowly migrating from Flash; Each video on Jeep.com is doubly accessible from social media through a YouTube imbed.

Page weight is always a pressing consideration for Jeep online. Finding the proper balance of high-resolution imagery along with palatable load times is a delicate balance to achieve. However, based on metrics and JD Power review, the site contains a higher-than-average number of elements yet is among the leaders for quickest load time.

We have strived for, and achieved, a healthy equality between efficiency, speed and utility.

Results and ROI
• Higher than average and anticipated vehicle sales thus far in 2012 – 105% of targets
• Jeep.com moved up from ranked 17 to number 7 in the JD Power Automotive Assessment for Website Excellence – the highest jump of any site assessed that quarter
• Conversion rates of Shopping Tool activity increased
• Time on site increased
• Abandon rates declined

Contributors:

Associate Creative Director:	Ryan Hryciuk, Deepak Mehmi
Associate Creative Director:	Steve Koch, Gary Alexander
Art Director:	Mikhail St-Denis, Sebastian Speier
Art Director:	David Fasullo, Ryan Otake
Copywriter:	Michael Wong
Copywriter:	Lee Ekstrom
Copywriter:	Jen Hodrodge
Designer:	Laura Schaefer
Designer:	Yaga Kielb
Designer:	Joseph Gatto

SAPIENT

Location: USA