I identified a major problem causing sales to hemorrhage and solved it with an education-focused content strategy and new workflow that accelerated design operations.

Shift’s content strategy was fractured across the shopping and purchase funnel. This left sales advisors with a tiny window to nurture an even tinier handful of confused and frustrated customers. That’s because further upstream, the shopping experience gave hardly any information of value.

OBJECTIVES
• Prime and educate customers from the top of funnel
• Implement a cohesive content strategy that aligned with business goals and brand voice
• Expand gross profit per unit via new operational efficiencies and improved F&I sales (OKR #1)
• Align to UX best practices, industry trends, and consumer expectations

IMPACT
• Significantly improved efficiency of sales operations
• Supported the 300% faster lead-to-purchase time
• Contributed to a 250% increase in add-on sales
• Drove 22% increase of organic shopping traffic (secondary impact)

Storytelling Strategy

“I couldn’t find any information on your website!”

This was all-too-common refrain that my partners on the sales team heard customers express. The insight emerged while I was running a workshop with them and Marketing to build a framework for how we communicated Shift’s value props at every stage of the journey.

Uncanny timing, right? Without trying, my framework-in-progress suddenly gained the perfect place to put it in motion.

Higher Funnel
• New shopper kicking the tires
• “Is Shift the right place for me?”
• Plant the seed, familiarize, charm
• Tone = simple, general and broad

Mid Funnel
• Shopper now a customer
• “I’m already spending a lot, why more?”
• Overcome objections, give facts, build trust
• Tone = friendly, informative, relatable

Lower Funnel
• Customer both excited and fatigued
• “Almost done! Can’t wait for my car.”
• Use momentum, drive value, spark FOMO
• Tone = direct, urgent, action-driven

Assessing The Current State

The three most frequently visited pages at the top of the shopping funnel revealed the source of problem.

Everything was out of date, incomplete, and lacked structure. Much of the information was inaccurate, and nearly half the buttons were broken. Tap or click below to see for yourself.

Old How it Works

Old Financing

Old Protection

Laying The Groundwork

All the static, surface-level parts of the website were hosted on Webflow, meaning that we could launch and iterate new pages with minimal dev requirement.

I immediately scheduled a walkthrough with our Webflow masters to learn the ropes.

Assembling The Team

By now, I had a clear vision, a solid plan, and the backing of my stakeholders. All I needed was a team.

One of my designers already knew Webflow, so he happily jumped onboard. When I shared my vision with a nearby product manager, she practically set up the entire Jira epic before I could finish my spiel.

Story Wires and Prototypes

Good design begins with good content, so we started with priority guides that evolved into wireframes.

My sales team partner often joined our design sessions because he knew the products better than anyone else. I also wrote much of the content in sets in order to permutate it for different parts of the funnel.

The Game Changer

Minimal dev requirement good, zero dev requirement better!

While layering on the details, we discovered the almighty Figma2Webflow plugin. This nifty little tool let us link our figma files directly to Webflow, we could publish and iterate webpages without needing engineering resources.

Outcome

Once live, all three pages gained 200% more traffic and became a powerful tool for sales teams. This, combined with their own improvement efforts, led to 300% faster lead-to-purchase times and 250% more add-on sales.

Customers now did more research earlier in the funnel, which improved their interest and readiness to talk turkey. Sales advisors could now dive into the details instead of trying to educate and influence.

Our new process also enabled Marketing to rapidly spin up new landing pages, which boosted their operational efficiency and drove 22% more organic search traffic.

Tap or click on the images below to see the new pages.

How Shift Works