The Sophus3 Active Engagement service would provide a customized solution to increase the amount of leads generated for 30 days prior to the product launch. By working together with their digital agency, a Pop-In that targets engaged users, would be triggered on the site. The conditions for defining when and where to trigger would depend on the likelihood of its website visitors to engage, focusing for instance on specific pages or time spent on site, which could be defined by either Maserati or Sophus3.
Moreover, the possibility to include the according parameter URL’s as virtual pageviews to each of the steps, made it possible to track it in Google Analytics by setting up URL Goals. This allowed the creation of a full goal funnels picture that enabled a deeper analysis of users and improved conversion rates. This was done by focusing on the leaky parts of the funnel and being able to measure KPIs, such as abandonment rates or channels that convert better than others. It also allowed a greater analysis between the current form against the assisted one with the AE pop in.
For the pre-launch of their new Levante model Maserati’s focus was to generate interest and awareness amongst users before the model presentation event at the Geneva motor show.
