One telematics site serving a single car owner and an oil-and-gas fleet
Someone tracking one vehicle and a fleet manager buying hundreds want opposite things. Most telematics sites pick one and lose the other.
- Client
- TPL Trakker
- Industry
- Logistics & Tracking
- Scope
- Design, Build, E-commerce
- Year
- 2024
The challenge
TPL Trakker sells to individuals and to enterprises, and the two buyers share almost nothing. A person wants a price and an app. A fleet manager in oil and gas wants industry-specific proof and a conversation. Put them on one homepage and you either patronise the enterprise or bewilder the individual.
What we did
- Split the information architecture at the top level into For Individuals and For Businesses, so the second click is already the right one.
- Gave enterprise buyers industry landing pages — oil and gas, banking, pharma, logistics — matched to how those buyers actually search.
- Built the shop and the payment integration, so tracking hardware and subscriptions are bought online rather than quoted by phone.
- Sequenced three competing conversions — buy online, download the app, request a call-back — so they stopped cannibalising each other.
- Ran the app funnel straight to Google Play and the App Store to push self-service and take load off the call centre.
- Surfaced the company's own credibility — the 1999 licence, the recovery record — as proof near the decision, not as history.
Outcome
What changed.
Qualitative where we don't yet have the client's clearance to publish figures. We'd rather say less than overstate.
Two buyer journeys, one site
Hardware and subscriptions sold online
Dedicated pages for how buyers search
App funnel diverting routine self-service
More work
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