A CONVERSION BOOST FOR THE TCS DRIVING LICENCE PORTAL
The driving licence is a crucial category entry point for TCS to reach the strategically important target group of young people at an early stage. Increasing the conversion rate for youth memberships required a fundamental rethink of existing structures. Our analysis clearly showed that novice drivers primarily need clarity.
By transforming content from passive information into active guidance, TCS is now able to support young users step by step and naturally integrate the value of membership into a digital guide along the path to obtaining a driving licence.
DATA-DRIVEN ANALYSIS & OPTIMISATION OF THE TCS DRIVING LICENCE HUB
An analysis of existing content shows that high-traffic articles generate strong engagement but rarely lead to conversions for youth memberships. Based on these insights, content and UX are optimised along the existing customer journey:
New Youth Membership Page as a Conversion Booster
As a central anchor point, the product area is positioned prominently at the top of the page. A clearer structure reduces drop-offs and increases the conversion rate by making the sign-up process as simple and intuitive as possible.
Redesign of the Driving Licence Cost Calculator
A redesigned calculator tool transparently highlights the potential cost savings of a youth membership. This makes the driving licence easier to plan from an early stage and makes the financial benefits immediately apparent.
Optimised Teaser Placement & Organic Linking
Contextual teasers capture relevant moments of intent and guide users organically from information-heavy articles to the youth membership page.
Sharpened Content for Advisory Articles
Introductions, copy and section logic are refined to reduce bounce rates and keep users engaged with relevant content for longer.
Mobile-Optimised Design Modules
All design modules are consistently optimised for mobile use, significantly improving readability, orientation and conversion on the primary device of the young target group.
DATA-DRIVEN ANALYSIS WITH IMPACT
The analysis identified membership visibility as the decisive lever. Click-through rates on membership teasers increased by 168% for paid search traffic and 13% overall. By optimising the youth membership page, the visibility of the product area increased from 24% to 58%, while the conversion rate for youth membership rose by 37%.
