Case Study: Service Offer Landing Pages
Our partners are exploring ways to increase service appointments and increase revenue through specific challenges outlined below:
Issue#1: Low Usage of Offers
Understanding the different strategies dealers can utilize with service offers is top priority for increasing profits.
Ability to Market Offers
How dealers market offers goes hand-in-hand with how you target specific service offers for your customers.
Ability to Track Results
Our dealers need a plan to track the conversions of their marketed offers in order to know what works best.
Poor Customer Experience
Our dealers need a plan to track the conversions of their marketed offers in order to know what works best.
Marketing Target
Our goal was to dramatically improve direct, organic, and referral traffic for service offer pages using a dealers database of customers.
- In-Market Customers: Our first target included in-market customers who are actively searching for service offers through the internet.
- Returning Customers: In addition we looked at returning customers that are looking for specials within the service offers.
Capturing the attention of an in-market customer who is actively searching for service offers can be a challenge. There are several thousand searches in your area for specific service offers from oil change, to tire rotation and brakes. It is also a highly competitive search space where local shops compete with dealership service departments.
The Strategy
Leverage available technology and known search algorithm attributes to capture as much organic, referral, and paid website traffic as possible. This is accomplished by creating langing pages on a dealer’s website with content and offers that are visible and searchable by Google and other search engines. In order to achieve this we employ the following four tactics:
- Landing Pages: Pages specifically designed to accomplish two goals: Drive traffic and Converting traffic. Each offer has its own page and content.
- URL Structure: The structure of a URL and its relation to on page content is one of the key factors google tracks when calculating search results.
- Digital Wallet: A user's experience will determine how often they return back to your website. Comvert pages give users the ability to use Google pay and Apple wallet.
- Reporting: Seeing what aspects of the strategy are working is critical to long-term success. We compare existing pages to our enhanced ones.
Results
J&L Marketing strategies provide specific solutions for specific problems faced by our partners. The Convert product helps dealers of all sizes solve a long standing issue facing the industry, website service pages specifically offers pages perceived marketing value and general lack for attention. The Convert product tackles this issue and has produced significant results across multiple Brands and Markets.
Dealer #1: Virginia Beach, VA
Situation: Dealer Inspire website with standard service specials page including multiple active coupons.
Dealer #2: Orlando, FL
Situation: Dealer Inspire website with single service specials page with no active coupons.
Dealer #3: Glendale, AZ
Situation: Dealer eProcess website with standard single service specials page including multiple active service specials.
Dealer #4: Hudson, NH
Situation: A Dealer.com website with a single standard service specials page with multiple active offers.
Dealer #5: Allentown, PA
Situation: A Dealer.com website that had a single service specials page with multiple active offers.
Average Increase Across All Dealers
In this study we evaluated three types of traffic to a website.
Direct Traffic: When a user types in the url or has it saved.
Referral Traffic: A user that comes from another site like Facebook or a vehicle listing service like Autotrader, Cars.com or Cargurus.
Organic Traffic: Users that locate your pages through search terms on Google, Bing or other search engines.
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