Landing Page for High Ticket Items
-
Hi Everyone
We are an auto dealership and our website is designed to capture leads. I'm looking into designing some landing pages and I understand that we should test anything we try, but I don't really know where to start.
Basically, we want to capture name, email, and phone # on our page. What sort of incentive should I offer people to provide us with their information?
Typically, auto dealers offer up a "Free Quote" incentive. I'm wondering if anyone else has an idea for something else to try.
Thanks!
-
Maybe think in the longer run - it might be worth offering $50 voucher towards car seats for the family model car. $100 voucher to babys'r'us for the younger family demographic.
Whatever gets them in to look at the cars!
-
With the higher ticket item you can expect a longer sales process. 'Woo the buyer'.
Compare it to winning a baseball season - as ready to win as you may be at the beginning of the year you can only do so at the end of the season!
-
Make a contest like - win 1000 dollars towards the purchase of a car just by getting a quote
or
Schedule a test drive and get a free pie of pizza or whatever
good luck
-
Well the idea is to get them to the dealer, and what are they going to do while waiting for the oil change or tire rotation???
-
I like that. I think we need to make it relevant to the car purchase experience, whereas these suggestions are good for service.
I think a free "Trade-in Appraisal" would be enticing to customers
-
I wholeheartedly agree with the appointment comment. But that makes it hard for us to know how to approach the situation. With a longer buying frame, what do we do with customer info in order to get them to come in?
Lead nurturing is a tough concept to get the salespeople to understand because they all want them to just come in right away
-
FREE
Car Wash
Oil Change
Tire Rotation
Brake Inspection
There are so many things, but ask the boss what are easy and low cost.
-
You could do a couple of things depending on your business:
- Are you nation wide active or local
- Where are you really good in
- etc..
Possible solutions for incentives are:
- Newsletter subscription for the monthly offers or best discount cards
- Free car wash, immediately the moment to show them your "best"offers while they wait
- A PDF- checklist where consumers have to think about when buying a new or second-hand car (checking oil/tires profiles/etc)
- A 50% discount on their annual full car check (if you have something, like us in Europe, which mandatory by the government)
Optimise and a/b or mvt test the form you want to use in order to receive their information. Use GWO or VWO to test.
Good luck
-
Think from the perspective of your visitor. They will be asking themselves 'What's in it for me?'
They aren't likely to surrender their contact details unless they genuinely want you to contact them. So they will either want information (quotes or technical information) People expect to provide contact details in forms - which is why free quotes work so well, so if you are thinking on those lines - i.e. you are trying to capture details during a request for information it might be better not to deviate too much from the tried and tested.
Of course if you are thinking in terms of innovative marketing and you have a budget there are endless possibilities.
So you can appeal to their desire to get something for nothing - YOUR OLD CAR STINKS! - Win a lifetime's supply of Magic Trees! Contact us for details of our SWEET SMELLING deals!
Ask for their help - by stroking their ego - acknowledge their automotive expertise.
Ask them to help you help others - Pick a local charity and place a bucket on the sales office and pledge a dollar or $5 for every free quote request you get that day - don't forget to show them the actual bucket - with some $$$$s in it!
YOUR WIFE 's car IS DIRTY! Bring bring her down to our dealership today for a free hand wash and part ex valuation (on the car - not the wife!)
Essentially you need to either offer them something that they already know they want, but cannot normally get freely elsewhere (without providing details) or something that is exculsive to your dealership - so they cannot get it elsewhere - or the chance to get something they didn't know they wanted, but now that it has been brought to their attention they don't want to miss out on - like Naked Bear Wrestling or a similar family fun day?
-
Try to look through consumer points of view. Try to offer something like "1st free maintenance", "Free 5 car washes" ... from my personal experience its really annoying when representatives start calling you, harassing you to make an anointment and so on.
Consumer getting smarter and they like to shop around and it takes some time to do so, so make them feel comfortable and they will return.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Can Very High Impressions and 0% Organic CTR Impact our SEO Rankings?
I have a very strange feeling that someone bad is trying to hurt our company, but maybe I am wrong. Let me explain. In the last two month, we have seen a very significant drop in sales on our website, but we couldn't figure out why. We have looked at different metrics (Google Search Console, Moz, Google Analytics), but everything looked alright. We had 10% loss in traffic, but we didnt believe at the time that it could be the main issue. Just yesterday we've discovered the following (please see attached screenshot😞 On August 18, 2018 Google launched Search Update On the same date, we had a jump in Organic Search Impressions for one particular keyword, which we never tracked before: "free facebook login". Majority of all impressions (233,000 out of 258,000) were from Philippines. Very low total number of clicks (50 clicks) led to 0% Average CTR for this keyword. Which in return, also lowered our global CTR by 1%. One month later we had 1000's of spam emails sent to our Helpdesk from two IP addresses, also from Philippines. We blocked them of course. It could be all coincidence. I dont know. But do you think that someone can use this fraudulent tactic to lower our CTR and drop our ranking and traffic? Can this influence our SEO in any way? It's also possible that someone is attacking Facebook and we just happen to be there, on the first page, for the same keyword. Should we try to eliminate our page for this keyword and see what happens? I've checked this article from Rand Fishkin - https://moz.com/blog/impact-of-queries-and-clicks-on-googles-rankings-whiteboard-friday and it seems that CTR is an important factor. However the article is from 2015 and maybe it's no longer relevant. What should we do? Thanks! G86Nge4
Conversion Rate Optimization | | plumrocket11 -
Photos or Video Best for Landing Pages?
My real estate brokerage firm is promoting a listing via advertising on LinkedIn. The advertising links to a landing page: http://www.nyc-officespace-leader.com/MidtownLawOfficeSublet3300SFBelowMarket Rather than photos, the landing page has a 1 minute video. So far we have had about 10 visits to the page. Visitors leave the landing page after a few seconds. So they are not looking at the video. Would it be better to replace the video with photos? Or is engagement generally better with video? My thinking is that business owners may not have the patience or the time for a video and they would more likely have the time and willingness to click on photos. I would be willing to test this further, but at $5/click it could get costly! Any thoughts?
Conversion Rate Optimization | | Kingalan1
Thanks,
Alan Rosinsky1 -
Looking for UK based Conversion Rate Optimization Expert for PPC Landing Pages
Hi, Could anyone recommend a very good conversion rate optimization expert that can: -redesign existing landing pages using responsive twitter bootstrap -split test using optimizely or other tool Thanks, Dwayne
Conversion Rate Optimization | | deelo5550 -
Adwords Remarketing Advice - Low Traffic Pages
Moz, I am just looking for a little advice if anyone has any experience with Google Adwords and remarketing in particular, I am currently looking through the Adwords help pages to gain a better understanding of how Adwords remarketing works, from what i gather this can be a really useful resource to use in certain industries and i have a lot of ideas and scenarios where i think this could work really well, I am just trying to get a good understanding of the how remarketing lists are built up, Using Rule based targeting for visitors that have visited a specific page that gains roughly 1200 unique visits every 60 days, so i have set the membership duration to 60 days, So if i use the visit of this page as a rule for my list, then in a little less than 60 days time then my custom ads should start appearing to these previous visitors ? My Question Am a right in thinking the remarketing list is like a funnel, once 1000 visitors are added to this list/funnel then my ads will start showing, but then as those visitors in the funnel have reached the 61st Day they will be removed, and replaced with the new visitors being added to the list for that day ? Aslong as my list remains above 1000 visitors it will continue to show, but if i were to drop below 1000 visits within that 60 days my ads would not be visible ? so i would need to potentially extend the membership period if this happens ? Apologies as i really struggled to explain this question as best as i can 🙂 Hope someone can drop me a quick comment and straighten this out to ensure that i am on the right track and i am understanding this correctly 🙂 Thanks a lot James
Conversion Rate Optimization | | Antony_Towle0 -
Is it Easier to rank High Authority Websites?
I have been doing SEO for several years and I know LOTS of things play into factor when it comes to rankings, but what's your thoughts on ranking pages on a high authority websites vs a fairly new website? I'm thinking about buying an old domain and building links to it, rather than continuing with my fairly new domain. Do you think I have a better chance taking this route??
Conversion Rate Optimization | | aldona000 -
What is the B2B Benchmark for PPC Landing Page Conversions
I work for a B2B software company and have recently begun implementing PPC via Adwords. I was wondering what you guys use as a standard benchmark for a successful landing page, specifically conversion rate? Conversion rate being defined as someone clicking to the landing page, then clicking on a link or filling out a form on the landing page.
Conversion Rate Optimization | | Manseo0 -
Does the word next to domain gives more relevancy to the page of it's URL?
Whether putting a (category or brand) word next to domain is better than on the end of an URL? (i.e. domain.com/sony/tvs or domain.com/tv/sony) Which one would get higher result on SERP "tv" or "sony" in both cases? Or maybe they both serves the same?
Conversion Rate Optimization | | komeksimas0 -
Rel="author" On Normal Pages
Hello, I know you can add rel="author" to blog posts but has anyone tried adding them to normal pages? Does it work? Does it improve CTR? Thanks, Scott
Conversion Rate Optimization | | ScottBaxterWW0