Pirelli, a global leader in tire manufacturing, set out to enhance its digital presence by refining the customer experience. In 2024, Pirelli partnered with BitBang to implement Contentsquare and adopt a rigorous data-driven approach aimed at maximizing conversions. Through continuous experimentation, precise measurement, and actionable insights, Pirelli achieved a 14% uplift in conversion rates and introduced new data-driven processes across teams, demonstrating the power of a strong data-centric approach.

Pirelli, a globally recognized tire manufacturer, leads the automotive industry with its high-quality tire production for various vehicles. Its digital ecosystem spans six properties and 150 localizations, catering to dealers, partners, and final customers. The customer journey is orchestrated across multiple channels, including the website, WhatsApp, and physical stores.

“Pioneering innovation to stay ahead of the game” is Pirelli’s guiding philosophy, and it extends to the way they manage their digital properties. At Pirelli, excellence is the standard, not the exception. In 2024, the company’s focus shifted to the website’s main funnel, with the goal of maximizing conversions by uncovering every possible area for improvement. To achieve this, Pirelli’s digital team pursued continuous enhancements, supported by BitBang and cutting-edge tools.

With BitBang’s support, Pirelli chose Contentsquare, a premier customer experience analytics tool.

By leveraging Contentsquare’s advanced analysis and insights, such as heatmaps or funnel and zone-based visualizations, and ensuring seamless integration within the MarTech stack, Pirelli could better understand its customers’ journey choices and adapt its UX to keep them on the “Golden Path”.

To complete the project, BitBang assembled a cross-disciplinary team of experts in digital analytics, customer experience, and conversion rate optimization (CRO). The team guided Pirelli through every phase of the process, including rigorous tracking, mapping, experimentation, and measurement, with the goal of optimizing the customer experience across all channels. BitBang’s expertise in customer experience analytics, digital analytics data, and experimentation was essential in helping Pirelli build a strong data-driven practice and culture.

In under a year, twelve experiments have been conducted, with 45% of the new solutions outperforming the previous designs. Each experiment provided valuable insights into user behavior and common pitfalls, such as over-optimizing or the “happy flow trap”, where continuous optimization yields diminishing business returns. Even when experiments did not yield immediate wins, they offered significant learning opportunities, enhancing the team’s understanding of customer behavior and informing future strategies.

The experiments and subsequent implementations resulted in a 14% uplift in conversion rate. The project emphasized the importance of data sharing and democratization, enabling progressive cross-functional collaboration and fostering a culture of data-driven decision-making. Understanding their customers better allowed Pirelli to leverage data for success, highlighting the significant value of a data-driven approach.

Andrea Rapuzzi

“Contentsquare is CRO’s Swiss Army knife. It makes it possible to implement and measure any customer experience strategy a company might plan. And BitBang is a fantastic partner in designing and executing winning strategies”.

Andrea Rapuzzi

CRO, SEO and Digital Analytics Manager, Pirelli