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Transforming the Post-Save Customer Journey

Background

DriveTime's post-save terms experience presented a critical friction point in the customer journey. When customers clicked the "Save Terms" CTA on a Vehicle Detail Page, they encountered a success screen that immediately pushed them toward scheduling a dealership visit without clear alternatives.

With only 65% of sessions resulting in scheduled visits and 54% of customers who saved terms hitting a dead end with no clear path to continue shopping, this created a conversion bottleneck with a projected $1.28M ROI opportunity.

Strategic Approach

As DriveTime's UX Content Strategist, I led the content strategy and copywriting for this conversion optimization initiative:

Content strategy and UX research

  • Mapped decision-making pathways to understand why customers abandoned after saving terms.

  • Developed hypothesis that offering multiple navigation options would reduce abandonment.

UX Writing

  • Wrote all copy for the redesigned post-save experience, including: - Success confirmation messaging with personalization ("Your terms are saved, Natasha-Renee!")

  • Multiple CTA options ("Back to Your Search" and "Shop Saved Cars") - Urgency messaging balanced with customer autonomy (7-day term validity)

  • Created conversion-focused language that maintained scheduling path without forcing it

Implementation

The newly designed post-save terms success page transformed from a single-path funnel to a multi-option hub:

  • Before: Single headline pushing scheduling ("We've saved your terms. Now, let's schedule a visit!") with limited CTA options.

  • After: Success confirmation first ("Your terms are saved, Natasha-Renee!") followed by multiple pathways including "Back to Your Search" and "Shop Saved Cars" CTAs.


Results

While the full 16-week test period remains ongoing, early indicators showed significant improvements:

  • Enhanced Engagement: Dramatic reduction in dead-end experiences for the 54% of customers previously abandoning at this stage.

  • Improved Navigation: Clear pathways for customers to continue their shopping journey with personalized matches.

  • Conversion Opportunity: Maintained scheduling option without forcing it as the only path forward.

  • Strengthened User Control: Customers reported feeling more empowered in their car-buying process, directly supporting the strategic goal of reducing CX friction.