Case Study: AutoScout24 (Europe’s largest online car marketplace) achieves 21.6% higher contact-form conversions with Optimizely

AutoScout24 increases revenue with continuous testing

AutoScout24, Europe’s largest online marketplace for new and used cars (operating in 18 countries and serving millions of users), identified a critical conversion problem: their online contact form—the first step in every transaction—had usability issues. User research showed shoppers were abandoning the form because they didn’t know how to message sellers, so the team needed a way to reduce friction and increase submissions.

Working with Optimizely and partner DieProduktMacher, AutoScout24 turned user feedback into three A/B test variations (drop-down, checkboxes, and pre-filled text) to reduce effort for buyers. All variations beat the original form, with the pre-filled text version lifting conversions from 1.2% to 1.5% (a 21.6% relative increase); this experiment exemplifies their data-driven testing culture that has helped triple product revenue over three years.

AutoScout24

Solvig van Severen

Product Manager