TomTom Go Naviation: creating trust & engagement
In addition to its navigation devices and in-car software for brands like BMW, Fiat and Opel, TomTom decided to compete with the mainstream ‘free’ mobile navigation apps with their GO Navigation solution. (note: there’s no such thing as a free lunch…). But how to win the hearts of the customer with a paid app?
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’.
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.
(Neuro) Insights & UX 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. Product pages appeared to contain too high information density, an unclear visual layout and lack of vistitor guidance. Emotion data showed that information processing required too much cognitive attention from visitors, often leading to drop-out behavior. This also negatively impacted positioning and information gathering so that TomTom Go Navigation’s unique strenghts did come across. Visitors did not feel the need for changing apps. Landing pages were optimized, product descriptions rewritten and better structured. This directly increased conversion with 5.3% in the Google Playstore. Visuals were also optimized to a more clear, sleek overview page, resulting in another +5% downloads.
- Social Proof. Neuro-research showed that visitors had strong positive associations with the high app-store ratings, establishing ‘social proof’. These reviews were used and placed on the Product Page of TomTom’s website too, resulting in +92.8% CTR (redirects to the App/PlayStore, again boosting downloads).
- App Onboarding. Installing the app had various issues, leading up to 70%. drop-off rates. What was going on here? The neuro-UX tests showed that user’s expectations had to be better managed (i.e. timing of trial period, pricing). Also, visualization of the onboarding had to be improved, such as progress bars and information snippets. Finally, the time for installing the app was used to eductate users on the app and its USPs compared to its competitors. These actions lead to higher engagement (app onboarding), also triggering the “Peak-end-rule”: the creatioa of strong positive element within (peak) and at the end of the journey, increasing overall brand perception.
Based on the collaboration and actionable insights, TomTom created a “CRO-Comic” (CROmic) where the test of the Google Playstore optimization was depicteed.