How the work began: the task and context
In the fall of 2024, the Solaris automobile brand approached us . The telemarketing data main goal was to quickly increase the number of inquiries from the official website. We needed to attract users interested in filling out an application for a specific car model and dealer financing program.
The website already had an application form, including one in the top menu. However, many visitors simply scrolled through the pages and read the information without completing any form.
To engage interested users and reduce potential customer loss, we decided to set up scenarios where the form is displayed at the right moment—when a user has been on the page for some time but is inactive. For this, we chose a pop-up—an easy-to-implement tool that doesn't require changes to the CMS or website structure.
Our hypothesis: placing a pop-up on all priority pages of the website would increase the number of applications by at least 15% compared to the current forms.
Why pop-ups are effective in the auto industry
A car is an expensive purchase, and people don't make decisions immediately. Users return to the website several times, research models, compare terms, and read about trade-ins and financing programs. It's a long funnel with multiple touchpoints.
A pop-up in this context acts as a gentle trigger—it doesn't distract, but rather helps. At the right moment, it prompts the next step: sign up for a test drive, choose a dealer, or find out about the benefits. It's especially important that the pop-up feels like part of the service, not like aggressive advertising.
In the automotive industry, neutral and helpful messages that help the buyer, rather than pressuring them, work best. This approach maintains brand trust and makes the pop-up a natural extension of the user journey.
That's why we chose a pop-up as our primary lead generation tool. It allowed us to quickly integrate into the user experience and test different approaches without complex modifications.