Dealer Lead Conversion Experience

Background summary: Q3 design goal — drive fixes for critical issues already online, while exploring new ideas capable of improving business metrics.

Business scope: Dealer lead-conversion entry points, smart storefronts for contracted dealers, CPS new-car sale pages, and IM.

Optimization goal: Increase lead volume and support dealer-store renewals.

For live experiences: Converge on P0 issues and drive resolution by following implementation across each business line.

For new ideas: Map the needs and costs of users, the platform, and dealers to identify opportunities that can move business metrics.

Selected concepts

Function 1: AI-assisted inquiry

Introduction: When a user is about to leave because they fear being disturbed, AI can call dealers on their behalf and collect the information they need. After confirming that a dealer's information meets their expectations, the user can choose whether to share personal information with the dealer.

Function 2: Price comparison

Introduction: Research showed that users on second-hand marketplaces can take Dealer A's quote to Dealer B to negotiate a lower price. We therefore considered adding a similar capability to the original quote-results page, encouraging users to compare prices and share their personal information with more dealers.

AI-assisted inquiry

V1 · Initial flow

• Trigger: After the user exits the consent dialog from the inquiry button.
• Before submission: Use motion, a headline and capability tags to communicate the AI service.
• After submission: Simulate a real calling process in conversation form and recommend dealers by distance, price and sales.

Interactive prototype

Fullscreen Exit fullscreen Reset

V2 · Rethink the result page

Direction 1: Combine an AI persona with a summary and concise dealer recommendations.Direction 2: Embed the summary into the conversation and expose more shortcuts. The remaining issue was weak motivation to submit contact details afterward.

Interactive prototype

Fullscreen Exit fullscreen Reset

Interactive prototype

Fullscreen Exit fullscreen Reset

V3 · Shift the value proposition

Value proposition: Shift from harassment-free inquiry to multi-store price comparison.Interaction: Retain authorization before information is shown.

Interactive prototype

Fullscreen Exit fullscreen Reset

V4 · Update the interaction model

A comparison table with partially hidden information made the multi-store value tangible and created a clearer reason to unlock the complete result.

Interactive prototype

Fullscreen Exit fullscreen Reset

Price comparison

V1 · Initial directions

Direction 1: Use an informational entry and bottom sheet with configurable dealers.Direction 2: Expose dealer cards and move the negotiation into IM. Review showed that both began after conversion, while the higher-value opportunity was to recover users who had not converted.

Interactive prototype

Fullscreen Exit fullscreen Reset

Interactive prototype

Fullscreen Exit fullscreen Reset

V2 · Change the comparison baseline

The proposal shifted to a market-average baseline, filtering dealers priced below average and using that value to motivate users to unlock the result.

Interactive prototype

Fullscreen Exit fullscreen Reset

AI-assisted inquiry → Multi-store comparison

Bring-a-price comparison → Below-average dealers

AI-assisted inquiry

• Replace the original conditional trigger with a persistent bottom entry configured by user profile.
• Reuse the existing result page and prevent negative impact on downstream conversion.

Interactive prototype

Fullscreen Exit fullscreen Reset

Interactive prototype

Fullscreen Exit fullscreen Reset

Multi-store comparison

• Add a permanent entry in addition to condition-triggered exposure.
• Reuse the existing result page while protecting conversion in the modules below.

Interactive prototype

Fullscreen Exit fullscreen Reset