Case Study: Nissan achieves ~30% conversion increases with Medallia DXA

How Nissan Maximized Form Conversions & Increased Conversion by 30% using Medallia Digital Experience Analytics

Nissan faced multiple digital experience challenges across its geo-specific websites, including low form completion rates, confusing navigation that caused looping between dealer selection and the ‘Book a Test Drive’ form, duplicated steps in the Configurator, and poor engagement with the Ariya Visualizer. Nissan partnered with Medallia, using Medallia DXA and the Digital Experience Score (DXS) along with session replays, form analytics, heatmaps and journey analysis to diagnose where users were frustrated or abandoning journeys.

Medallia guided targeted A/B tests and UX fixes — switching the “Preferred method of contact” from a dropdown to radio buttons and reordering options, restructuring the test-drive form, linking the Configurator CTA directly to the Colors tray, and adding an “Explore Inside” Visualizer CTA. Those Medallia-enabled changes produced clear lifts: form completion +32.5% (mobile +6.3%, desktop +9.9%), an 86% Configurator completion improvement in test (16% sitewide after rollout), and a 39% increase in pre-sale leads from the Visualizer, alongside improved DXS and lower frustration scores.

Nissan

Dip Shah

Senior Manager, Global CX Optimization Lead