Root Cause Diagnosis Exercise - Blog Post Assignment

You know the following:

• Visitors to the Ford website can get to the Mustang from an ad on the homepage, and also from the menu at the top of the site.
• The Request a Local Quote button is on every page within the Mustang section of the site, including on the last page of the Build & Price section.
• Ford is using Facebook & Twitter to promote the new mustang.
• Ford is also using display & search ads online, and radio and television ads offline.

To help your team narrow down the possible problems:

1. Do a root cause diagnosis to identify all the influencing levers for why visitors may not be filling out the Request a Local Quote for the Mustang on Ford.com.
2. Create a blog post sharing your diagnosis along with what you would do with the information to move the team forward with answering their question. 

From this page, I can easily identify why people aren’t requesting quotes from local dealers for the Mustang, although the quotes from local dealers is the very important information that decided buy it or not, where to buy.

First thing is the location of this button, it is at the middle of the right page. Between “search dealer inventory” and “get update“. That place is the easiest place for most of people pay attention to.

Second is the size of that button, it is too small to get people’s attention.

Third is the color of the button. White. At that area, too much words are white and this button is easy to be ignored by people.

Last one is the design of the button, pattern is smaller than the words and the hyperlink under words is easy escape people’s attention.

To improve it. Change the location of the button and also the size, color, size of pattern. Make it showy. Using social media properly. Enclosed herewith the link of quotes from local dealers in significant place the catch more attention will improve this problem and let more people pay attention to the local price.