Mitsubishi’s digital tools were already helping customers design and customise their vehicles, but the conversion journey still had untapped potential. I stepped in to sharpen the experience, running A/B tests to validate key decisions and uncover quick wins. My goal: make the path to quotes and test-drive bookings smoother, clearer, and more compelling. Through competitor research, I found that lead generation forms weren’t pulling their weight. My recommendations focused on repositioning and simplifying the forms, clarifying the value proposition, and setting clear expectations for what will happen after submission, ultimately driving more enquiries and bookings.