Challenges
The existing site and user journey needed to evolve to support both the rebrand and expanding functionality:
- A design direction ready for the next stage: Earlier updates had introduced brand and homepage improvements, but the new “Heritage Meets Future” campaign required a clearer identity system and a more confident visual approach.
- Complex comparison and finance requirements: Customers needed accurate, model-specific PCP and leasing comparisons across different terms, plus easy-to-understand feature comparisons between vehicles.
- Data integrity across systems: Forms and tracking needed to remain tightly integrated with Salesforce, with clean field mapping and reliable attribution for enquiries and actions.
- Performance expectations for an image-led experience: A move towards full-screen imagery and lighter layouts had to be delivered without sacrificing load speed or responsiveness.
The Solution
Design & Development
Working together with Jaguar Land Rover design teams , the site shifted from darker themes to a lighter, more image-led experience:
- Greater emphasis on full-screen photography and vehicle presentation
- More open layouts to support clarity around subscription terms and comparison detail
- Performance-led optimisation to ensure fast loading, despite richer visual content
Website Features
Comparison Tools
To support decision-making and reduce friction, Pivotal’s vehicle pages now include:
- PCP and leasing comparisons across 12 to 48 months, presented within the vehicle journey
- Model-to-model comparison covering monthly fees and key specifications, including doors, seating, and engine options
- A structured layout designed to make complex financial information easier to scan and understand
Financial Calculators
To support both private and business users:
- Personal mileage calculator for subscription suitability and cost context
- Business mileage calculator incorporating VAT exemption logic, ensuring outputs reflect business rules accurately
UI Elements and Navigation
- A complete redesign of forms while preserving Salesforce integration
- Custom mega menus incorporating built-in sliders, delivering a more premium, content-rich navigation experience beyond standard Elementor capability
- Eligibility checks handled through the client’s third-party system, integrated into the broader journey
Technical Implementation
This build required both flexibility for ongoing internal updates and stronger tracking and system linkage:
- Gravity Forms to Salesforce integration via API, with carefully mapped fields
- Custom Google Analytics tracking, aligned to Salesforce fields to support clearer reporting, attribution, and lead context
- Extensive Elementor enhancement to achieve a highly tailored front-end, while maintaining a framework the client can confidently edit and extend
Results
The rebrand and functionality rollout delivered a more confident and capability-led digital platform:
- A clearer brand expression aligned to the “Heritage Meets Future” campaign, balancing heritage cues with modern usability
- Higher-quality decision support through live PCP/leasing comparisons, model-to-model feature tools, and mileage calculators
- Stronger measurement and CRM alignment, with tracking mapped into Salesforce to support more informed follow-up and reporting
- A polished, premium user experience delivered through a custom Elementor build that exceeded expectations while remaining editable
Conclusion
This latest Pivotal redesign demonstrates how a rebrand can be translated into a practical, high-performance digital experience – not only elevating presentation, but improving clarity, transparency, and decision-making throughout the subscription journey. By combining an image-led design system with robust comparison tools and Salesforce-connected data flows, the platform now reflects both the heritage behind the brand and the expectations of a modern luxury subscription audience.
