Toyota MLP
In 2022, I was the lead strategist for redesigning the Model Landing Page for Toyota North America’s website. The MLP is basically the product page for each model Toyota sells.
This project required developing three prototypes and conducting user testing to decide which prototype to move forward with. From there we developed a flexible content strategy which enabled Toyota to tell a unique story for each model.
Finally, we used analytics to gauge performance once the new MLP was taken live on Toyota.com
The end result: deeper engagement with the new storytelling elements which resulted in improved scroll depth compared to the previous MLP, and a notable improvement in clicks to the primary CTA (build).
Updated Toyota Model Landing Page
Before & After
The previous version of the MLP highlighted pricing specials in the banner, all content was static regardless of model, and made heavy use of red to draw attention to a variety of CTAs throughout the page.
The new MLP embraces modern design with splashes of color and flexible components to highlight key elements. The primary CTA was placed in key areas where the user would be most likely to take lower funnel actions.