Autoscout24

Autoscout24 is the largest pan-European online automotive marketplace, facilitating vehicle transactions across 18 countries with over 30 million monthly users and 43,000 dealer partners. I managed the vehicle detail page, a key conversion-focused platform initiative where potential buyers spend the most time before making a purchase decision. My efforts centered on optimizing user experience, enhancing SEO performance, and driving conversion rates to maximize leads and sales across European markets.

Challenge

The automotive marketplace is highly competitive, with users demanding quick and reliable access to vehicle listings. AutoScout24 faced the challenge of improving the discoverability of listings, optimizing the platform for better SEO performance, and creating a seamless user journey to drive higher conversion rates. Additionally, scaling the platform across 18 countries required careful consideration of regional preferences and partner needs.

Research

To create a user-centric vehicle detail page, we conducted two types of research:

1. Country-Specific Insights

Collaborated with country representatives to identify car buyers’ priorities unique to each region, ensuring the platform catered to local preferences and needs.

2. EV Buyer Preferences

Partnered with the AutoScout24 EV team to understand the specific information electric vehicle buyers value most, such as battery range, charging options, and cost savings.

Additionally, we ran A/B tests to identify which sections of vehicle information were most important to users in different countries. This data-driven approach ensured that the vehicle detail page was optimized to highlight the most relevant and valuable content for each market.

Opportunity

How might we enhance the vehicle detail page to meet the diverse needs of car buyers across Europe while improving platform performance?

📸 Image Gallery Redesign

Problem: User data revealed that the image gallery was the most valued section of the vehicle detail page, yet its outdated design failed to deliver a seamless experience.

Solution: Redesigned and rebuilt the image gallery with intuitive navigation, faster load times, and high-quality visuals, significantly enhancing user satisfaction and engagement.

🌍 Localized Car Detail Information & Market Expansion

Problem: Car-buying priorities varied across markets, with Dutch users favoring vehicle history reports (e.g., Carfax, NAP, Finnik) and German users prioritizing price rating modules for assessing price-performance ratios. A one-size-fits-all detail page failed to meet these needs.

Solution: Redesigned and localized the Web Detail Page for 8 countries, incorporating region-specific features and information. This initiative drove a 2% increase in purchase conversions across markets while improving the user experience.

📈 Conversion Optimization & SEO Performance

Problem: The vehicle detail page was underperforming in conversions and SEO rankings, reducing its potential to attract and retain users.

Solution: Spearheaded A/B testing on core detail pages for Germany (DE) and Belgium (BE), resulting in a 5% uplift in purchase conversions. Directed an SEO-driven migration of the detail pages, enhancing metadata, structured data, and page speed, achieving a 20% improvement in SEO performance and surpassing industry competitors.

🚀 Web Core Vital Score Optimization

Problem: Poor Web Core Vital scores negatively impacted user experience and search rankings, with issues like slow loading and layout shifts hindering usability.