Case Study: Service Offer Landing Pages
We teamed up with Herb Chambers BMW of Boston, Honda in Boston, and BMW of Sudbury to help with 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.
Issue#2: Low Billable Hours
How dealers market offers goes hand-in-hand with how you target specific service offers for your customers.
Issue#3: Low Repair Orders
Our dealers need a plan to track the conversions of their marketed offers in order to know what works best.
Issue#4: No Competitive Strategy
Increasing the quantity and quality of customer experiences with the use of service offers should be the ultimate goal for dealerships.
Marketing Target
Our goal was to dramatically improve direct, organic, and referral traffic for service offer pages using a dealers database of customers.
- Automotive Search: Nearly 25% of all automotive searches are parts, service, and maintenance related. Our first target included in-market customers who are actively searching for service offers through the internet.
- Service Visits: Only 30% of total service visits occur at a dealership and only 17% occur at the dealership where the vehicle was purchased.
There are several thousand searches in your area for specific service offers from oil change, to tire rotation and brakes. Studies show that drivers believe dealers offer high quality service, but at a high price. They see independent shops as more convenient and more reasonably priced.
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
Within two months, we were already seeing results at the dealership. In just their second month running our digital program, they set a record for most vehicles sold in one month. The additional months that followed were also strong, exceeding sales volume for the months prior to launching. Gates Honda had never sold more than 100 vehicles in a month. They broke that record within the first month of partnering with us. In fact, they’ve sold mor than 100 vehicles every month since and continue to see results.
BMW of Boston
Situation: Accomplished an 11% increase in Click Through Rate and secured an additional 41 service appointments.
Honda of Boston
Situation: Secured an additional 38 scheduled service appointments and increased the numbers of calls by 64.
BMW of Sudbury
Situation: Had a dramatic decrease in average CPC which allowed the budgets to get more results. We increased scheduled service by 36 per month.
Average Increase Across All Dealers
In this study we evaluated three types of traffic to a website.
This dealership realized significant results using J&L’s Service Combat Strategy. A 71% increase in scheduled service appointments means a significant amount of revenue for the dealership not just in initial visits but follow up visits and future service appointments.
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