Jeep® — Transforming Vehicle Landing Pages into High-Performance Conversion Experiences
Role: Creative Lead / UX & Digital Product Design — SapientNitro (now Publicis Sapient)
Scope: UX redesign, modular design systems, SEO strategy, data integration, multi-screen product experiences
Role: Creative Lead / UX & Digital Product Design — SapientNitro (now Publicis Sapient)
Scope: UX redesign, modular design systems, SEO strategy, data integration, multi-screen product experiences
Context –
Jeep faced a critical usability challenge: its vehicle landing pages (VLPs) ranked #7 in a J.D. Power study, with friction-filled experiences limiting customer engagement and conversion. As digital increasingly became the front door to vehicle discovery, Jeep needed to rethink how users explored, compared, and ultimately connected with its vehicle lineup.
Challenge –
Redesign complex, underperforming vehicle pages into intuitive, conversion-focused experiences.
Balance brand storytelling with detailed product information and sales requirements.
Create a scalable system adaptable across multiple vehicle models and future model-year updates.
Ensure consistency across web, auto show kiosks, dealership tools, and tablet experiences.
Improve measurable user satisfaction and performance benchmarks tied to industry rankings.
Approach –
Reimagined Vehicle Landing Pages from the ground up using user research, analytics insights, and SEO optimization.
Developed a modular design system enabling flexible, reusable components across all vehicle pages and touchpoints.
Integrated real-time data and parts APIs, allowing dynamic content updates and streamlined model-year transitions.
Designed for multi-environment consistency, extending the experience across:
• Consumer website
• Auto show kiosks
• Dealership and in-store tablet tools
Balanced immersive visual storytelling with clear, intuitive navigation and conversion pathways.
Embedded performance-driven thinking, aligning UX decisions with lead generation and test-drive intent.
Creative Highlights –
Modular System Design: Flexible content architecture supporting multiple vehicle lines and rapid iteration.
Data-Driven UX: Real-time integrations ensured accuracy, relevance, and operational efficiency.
Seamless Multi-Screen Experience: Unified design language across digital, retail, and experiential environments.
Form Meets Function: Elevated visual design paired with simplified, goal-oriented interaction patterns.
Outcome –
Improved J.D. Power ranking from #7 to #2, driven largely by the redesigned VLP experience.
Increased engagement and conversion performance across vehicle research journeys.
Contributed to stronger campaign performance, including:
• 39% increase in test drive requests through optimized digital experiences
• 28% reduction in cost per lead (CPL) via improved targeting and UX alignment
Supported broader brand momentum, including 19% global sales growth (701,600 vehicles) during the same era.
Established a scalable digital foundation for future vehicle launches and ongoing optimization.
