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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 significant conversion bottleneck with a projected $1.28M ROI opportunity.

Strategic Approach

I refined the post-save success page messaging to provide clear navigation options while maintaining conversion potential.

  • Friction Analysis: Identified key pain points in the original messaging that created artificial dead ends for customers not ready to schedule visits.

  • User Pathway Development: Created multiple clear navigation options for customers to either schedule a visit OR continue their shopping journey with saved terms.

  • Personalization Integration: Added customer name recognition and vehicle-specific details to enhance relevance and engagement.

  • Conversion-Focused Language: Balanced urgency (7-day term validity) with customer autonomy through action-oriented language and multiple CTAs.

  • Testing Framework: Developed metrics and KPIs to measure impact, including time on site, lead to check-in rates, click-through rates, and exit rate reduction.

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.