Cummins Recall Landing Page Optimization

Cummins, a global leader in manufacturing, was in the middle of a large recall to update software in more than 600,000 vehicles supplied with their engines. After experiencing lackluster numbers attributed to growing skepticism from vehicle owners–they reached out for support in improving a less-than-helpful user experience on their existing landing page and provide a typically loyal customer base with the reassurance that they were looking for and encourage participation.

Customer Skepticism: Users feared the recall updates would negatively impact their truck performance.

Unclear Process: The existing landing page failed to clearly guide users through the recall process.

Engagement Barriers: Many customers, particularly those hesitant to act, lacked sufficient information or motivation to complete the recall.

Conserving Brand Equity: This audience is well-understood to be loyal to Cummins engines even moreso than the truck they are being used in-while not explicitly stated in the initial request; getting this right was crucial as misinformation & skepticism around the recall risked tarnishing a previously well-regarded relationship with their customers.

Conducted a detailed audit of the existing user flow to identify pain points and areas of friction.

Analyzed audience research to understand customer concerns and behavior patterns.

Streamlined the page flow to provide a clear and intuitive recall process.

Recommended existing & modified site components that best highlighted content updates addressing audience concerns and reassure users about the impact of updates.

Developed messaging and visuals that emphasized the benefits of recall completion.

Highlighted incentives aligned with customer loyalty to increase engagement and trust.

Improved User Clarity: Simplified navigation and messaging offered quick answers to common questions.

Enhanced Engagement: Incentives encouraged hesitant users to complete recalls, reinforcing loyalty to the Cummins brand.

Strategic Progress: Laid the groundwork for Cummins to meet mandated recall targets, minimizing potential penalties.