TomTom Go Naviation: trust & engagement

TomTom Go Navigation

Introduction

In addition to its navigation devices and in-car software for brands like BMW, Fiat and Opel, TomTom has decided to compete with the mainstream ‘free’ (remember: there’s no such thing as a free lunch…) mobile navigation apps with their GO Navigation solution.

Main challenge: how to win the hearts of the customer with a paid app?

Competitive landscape

Competing with the standard / ‘free’ mobile navigation maps by offering a paid alternative is a huge challenge. How to attract and engage (online) consumers? How to position the app and present and convey the added value and unique selling points?

TomTom embraced and invested in TomTom Navigation Go, an App with a SAAS business model. TomTom’s Growth Team (part of the global e-Commerce unit) carried out several analyses on the online customer journey, both on their website and in the App- and PlayStore.

Data showed that drop-off and conversion rates for landing, orientation, (trial) downloads and (app) onboarding, needed to improve significantly. The Growth team was perfectly capable of determining the ‘what and where’ of these issues, but were looking for the ‘why’.

 

Neuro-usability testing

Together with Braingineers, TomTom set up a neuromarketing study with several neuro-UX tests to discover bottlenecks and measure the emotional impact and (subconscious) behavior of visitors in their customer journeys. Goal was to tackle conversion issues and to introduce the app to more customers (trial downloads in the App- and PlayStore). Additionally, the onboarding process (installing the trial) had to be optimized, as the drop-off rates were significantly high. Focus points of thee tests were landing and orientation, overall positioning (value) and the onboarding/installation flow.

 

Insights & Optimization

A range of key insights came out of the research (too many to cover in this case study), out of which the most important are:

 

  • Product overview pages AppStore/PlayStore.  It appeared that the product pages contained a (too) high density of information, an unclear visual layout and a lack of vistitor guidance. The (EEG) data showed that processing the information required too much cognitive attention (cognitive load) from visitors, which contributed to drop-out behavior. It also had a negative impact on both positioning and information gathering: the USPs of TomTom Go Navigation could not be conveyed properly. Visitors were not sufficiently interested and not convinced to switch to another (paid) app they were not used to. The landing pages were optimized, such as rewriting product descriptions and structure. This made conversions increase with 5.3% in, i.e. the Google Playstore. Visuals were also optimized to create a clearer, more tranquil overview page, i.e. by replacing and reformatting images, which resulted in another +5% downloads of the App.
  • Social Proof. From the neuro-research it appeared that visitors showed strong positive associations with the high app-store ratings, establishing ‘social proof’. TomTom therefore decided to use these reviews and place them on the Product Page of their own website. This resulted in a CTR of +92.8% (clicks/redirects to the AppStore/Playstore, again boosting downloads).
  • Onboarding. Apart from increased downloads, installing the app faced issues that needed to be addressed: extremely high drop-off, sometimes as high as 70%. What was going on here? There were several causes: a) expectations had to be better managed, both on the terms and pricing of the trial version, and the timing of that infomration. b) The visualization of the onboarding had to be improved to make it clear where users were in the (download) process. Progress bars and information solved this. c) The time used to install the app was a great opportunity to eductate users on the app and to show the USPs compared to its competitors. By optimizing these aspects, engagement (and finalising app onboarding) increased significantly, also triggered by the so-called “Peak-end-rule”: creating a strong positive element within (peak) within and end of the journey. This also had a positive impact on overall brand perception.

CROmic

Based on the collaboration and actionable insights, TomTom created a “CRO-Comic” (CROmic) where the test of the Google Playstore optimization was depicteed. 

TomTom CROmic Braingineers Testing