Mazda needed to shift gears in a changing automotive landscape, but a fragmented web estate of over 400 retailer sites across Europe was stalling growth. Candyspace was tasked with consolidating this ecosystem and implementing a data-led Conversion Rate Optimisation (CRO) programme to drive high-quality leads. We delivered a unified solution: a centralised Optimizely platform that puts the user in the driver's seat.
By migrating to a centralised architecture, we delivered a consistent, high-performance user experience. The initial consolidation drove a 31% increase in sessions and a 21% uplift in conversion. Crucially, our ongoing CRO experimentation has further accelerated performance, delivering a 23% increase in test drive bookings and establishing the website as Mazda’s primary driver of sales readiness.
BUSINESS NEED
Replace a fragmented ecosystem of disparate retailer sites with a centralised, data-driven platform that drives high-quality leads and sales readiness
CUSTOMER DEMAND
A seamless, omnichannel buying journey that replicates the showroom experience digitally
Here are the results
21%
increase in goal conversions
23%
increase in test drive bookings
31%
increase in sessions
The business context
The automotive industry is in a period of fundamental change, driven by evolving consumer habits and new market pressures. Traditional business models, once reliant on in-person dealership visits and test drives, are now being challenged by the rise of digital-first competitors and the increasing expectation of a seamless omnichannel experience.
Brands must contend with threats from new entrants, particularly from China, which possesses significant competitive advantages in the transition to electric vehicles (EVs) and software-defined vehicles (SDVs). This has made it critical for established manufacturers like Mazda to drive more and higher-quality leads through their web platforms.
One of Mazda’s specific challenges was that its web presence consisted of 81 separate retailer websites in the UK and over 400 retailer websites across Europe. This fragmented ecosystem created inconsistent experiences and complicated user journeys, hindering central brand management, personalisation, and lead conversion.
All of this required a fundamental strategic shift in how Mazda approached its digital platform, moving to a model where the website became its primary driver of sales readiness and brand loyalty.
Candyspace's remit and objectives
As a strategic digital partner to Mazda, Candyspace was tasked with addressing these challenges head-on. Initially, our core objective was to consolidate and streamline the disparate retailer websites across the UK and Europe into a single, centralised ecosystem to ensure a consistent customer experience and regain brand control.
Following the consolidation, our remit evolved into an ongoing Conversion Rate Optimisation (CRO) programme, with the primary objective of driving more and higher-quality leads into dealers through continuous experimentation and UX/UI innovations. This involved a strategic focus on the "sweetspot" where Mazda’s business needs met new customer demands, such as using online tools like the 'find a dealer' and 'finance calculator' to line up potential car buyers.
Team structure and deliverables
To deliver this transformation, Candyspace embarked on a comprehensive consultation with stakeholders and retailers before embedding a cross-functional optimisation squad comprising data, UX and development talent. Our methodology prioritised "insights before assumptions": we analysed quantitative data to identify drop-offs in navigation and conducted qualitative usability studies to understand user confusion around terminology.
This insight-led approach allowed us to prioritise experiments using the RICE (Reach, Impact, Confidence, Effort) framework. Key deliverables included the migration to Optimizely’s digital experience platform for centralised decision-making and the development of immersive features like interactive 360-degree image galleries. By moving high-performing modules up the page based on behavioural analytics, we significantly increased visibility and engagement.
Candyspace have a strong commercial understanding, a desire to improve our CX and are strong collaborators with our team. They are the last agency I would want to lose.
Innovation and impact
The success of the Candyspace's partnership with Mazda was defined by our proactive innovation and a relentless focus on measurable impact. The results of the consolidated sites and the ongoing CRO programme were transformative:
Consolidated site launch (year one):
A 31% increase in sessions.
A 21% increase in goal conversion rate.
A 20% increase in visitors to the finance calculator.
A 7% reduction in bounce rate.
Ongoing optimisation impact:
A 23% increase in users completing the "Book a test drive form" versus the control.
A 16% increase in users viewing Used Car stock versus the control.
A 15% decrease in bounce rate on the New Cars page.
CRO programme cemented Mazda’s commitment to a more customer-centric approach to experience design and experimentation. Candyspace has ongoing retainers with both Mazda UK and Mazda EU, with a programme of work across a number of business areas.
