M-Sport Road Technology sells and leases modified Ford Transit and Ford Rangers through the extensive Ford franchised dealer network. We were approached to fix a website was dated and failing to generate enough quality leads to keep up with stock availability. Starting by carrying out a full audit of their online presence, we instantly found their website to be difficult to navigate while lacking clear messaging, and their main source of enquiries were Meta ads lead forms, which were bringing the volume of enquiries but not the quality. Taking these learnings onboard, we delivered a cutting-edge website and introduced a new approach to digital marketing.
We always approach challenging projects with a plan, taking the time to understand the requirements, rather than jumping straight in and potentially missing key information. With a client understandably keen to get the new website launched as soon as possible to achieve better enquiries, we laid out key milestones to set expectations and ensure no shortcuts were taken. Our audience research led to a mobile-first design approach, with call-to-action and enquiry forms carefully placed throughout the design.
Confident we’d attract the right traffic by switching up the client’s approach to digital marketing, our goal was to ensure that a visitor could make an enquiry no matter where they are on the website. This led to the introduction of a fixed enquiry banner across the bottom of the website, and various interactive enquiry forms which are accessed from strategically placed a modals.
Recognising the limitations of Meta advertising in generating high-quality leads, Twilo advised a shift to Google Ads – something the client had never done before. The first barrier when challenging a client to re-write their approach to lead generation is usually the price. In this case like many others, we began with a smaller daily advertising budget, which has grown by 550% today thanks to putting the proof in our pudding.
The switch to Google Ads led to catching potential customers as they were actively searching for the vehicle in Google, compared to the previous approach of grabbing somebody’s attention as they doom-scrolled their social media feed. The result was an instant increase in high-intent enquiries, and 64% cheaper per lead than they were paying elsewhere.
Previously, the website pushed visitors to Ford’s website if they wanted to configure their vehicle, as the main Ford website was the only place where potential customers could visualise their new vehicle with their desired specification. As part of the initial website design we built in a data-capture form which took the customer’s name and email address as they left the MS-RT Leasing website for the Ford website, but this still left us with little control over what the customer does when they leave our website.
With the launch of new model Ford Transit Custom and Ford Rangers fast approaching, the client informed us that Ford won’t be updating their own online configurator. Our immediate response – let’s build our own! We looked at the numbers going through the initial data-capture form on our website, worked out the amount of sales generated through that form over time, and it immediately became a no-brainer. We’d need to sell just 3 vehicles through the configurator to break even – we did that in the first month of launching the configurator!
Having a single point of contact to look after a client’s entire online presence is one of the great benefits of working with Twilo. An initial discussion in a quarterly marketing review led to an exciting software development project, and the idea brough with it the only online Ford Transit Custom and Ford Ranger configurator for the latest model. The vehicle configurator has become the leading source of enquiries since it launched, so far generating over 7,000 enquiries from customers building their dream vehicle in their browser.
The success of the new website and Google Ads strategy led to Twilo taking over further marketing channels, specifically organic social media across Facebook, Instagram and LinkedIn, as well as blog article copywriting to cement MS-RT Leasing’s position as a thought leader in the vehicle modification industry. The collaboration between MS-RT and Twilo has transformed the brand’s online presence, delivering tangible results in lead quality, advertising effectiveness, and user engagement. The evolving MS-RT Leasing website stands as a testament to innovative design, strategic advertising, and ongoing optimisation, meeting the evolving needs of the brand and its customers.
“Working with the team at Twilo on designing and launching our new website was always a pleasure. Nothing was too much trouble for the team to deal with and as a collaboration of both businesses expertise I felt we worked well together. The results driven from the new site in terms of enquiry levels and subsequent sales is superb and we are delighted with how the site, and Twilo perform for us.”
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