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
-
Do the clickable images on pages are bad that they will increase bounce rate and distract users?
Hi Moz community, I'm trying to get some helpful answers on this. We are planning to employ clickable images on our website pages which opens in new tab if users click on them. This is to make sure that they can see the large screenshots of our product. I wonder will this increase the bounce rate and drop the rankings. Please share your experience and guidance on this. Thanks
Conversion Rate Optimization | | vtmoz0 -
Overlay / modal for product pages - bad or good for SEO?
Hi all, I am considering using full overlays/modals for an e-commerce site for all our product pages (category/listing pages will be "normal", the product page will come over the listing page as an overlay/modal when you click on the product). Those “product overlays” will also be accessible directly with own URL (if need to be linked to for ex.). All the literature I find out there treats overlays and modals as “marketing” ones (ads, sign-ups, etc.) and is generally critical to overlays when it comes to SEO, while also saying that an overlay that has to do with good UX should not hurt the SEO of our site. What do you think? Will all product pages as overlays be considered as good UX by the search engines and therefore not be negatively impacted, SEO speaking? Or should we stay clear of overlays and create “normal” product pages? Thanks in advance! Arnaud NB: The reason we want to create those overlays are for design and UX purposes, and try to increase our conversion rate.
Conversion Rate Optimization | | Arnaud_Fo0 -
Is anyone aware of stats stating how many people abandon pages the deeper they get in a site?
For example, let's say someone enters via a landing page, and instead of having a form there is a button to a form. What percentage of people will click the button and fill out the form vs if the form was right there on the page? Basically, I am trying to figure out what percentage of users do websites lose for every click a user makes on the site.
Conversion Rate Optimization | | Firestarter-SEO0 -
Is putting an email address in the page title a good idea?
As our Contact Us page title was a little short I added in sales@example.com So "Contact us : Sales@example.com" We don't get a lot of spam and it hasn't noticeable increased since we did this. Tynt suggests that a reasonable number of people have copied and pasted the email - presumably to contact us Is it worth experimenting with further or a waste of time?
Conversion Rate Optimization | | Zippy-Bungle1 -
Google Analytics e-commerce tracking on multiple pages
Hi, I work in the airline industry and we are trying to implement Google analytics on our site. We are at the stage of getting e-commerce tracking setup. The problem we face is that we have multiple receipt pages (booking confirmation pages in our case) instead of just one as most carts would have. These are completely independent of each other. My question is can I use the same e-commerce tracking code on each page or do I need to setup multiple trackers. I reviewed the documentation here: https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce#multitracker however I'm unsure if multiple trackers are needed when using it on multiple pages or is this just for multiple trackers on the same booking confirmation page. any help on this would be greatly appreciated
Conversion Rate Optimization | | aerlingus0 -
Same review across multiple pages
Hello, I would like to add reviews on some pages of my website, so it could eventually show up in the google search results with some nice stars. The problem is that the same review will be shown on multiple pages: Example: Reviews about France Reviews about French Riviera Reviews about Monaco (The review is about Monaco but as it's a town on the French riviera and in France i would like to use it to calculate an "Aggregate Rating" for the parent destinations...) Do you think that the use of the same review (with microdata) across multiple pages could be interpreted as a spammy way to get stars in the SERP and eventualy result in lower positions ? Or should I just use the Aggregate Rating without the reviews ? Many thanks for your answers, BR from France Evgueni
Conversion Rate Optimization | | 3vgueni0 -
How highly do you value a link from the BBB?
What I would like to know is how valued a link from the BBB is. I've searched various forums and websites to try and put a value on it, but I can't find a whole lot of useful discussion on it and how it can affect rankings. My ecommerce company has been approached by the BBB for Accreditation, which is something I've always been somewhat interested in. I realize many business owners either love/hate the BBB, but so far I have had several claims with them and they've always sided with my company, despite not being accredited. The BBB rep immediately started spouting off the benefits of having the BBB link to you, and I could see that as being true. They have a DA of 96, and obviously not everyone can get a link on that website (money and good reputation required). However, he probably exaggerated when he said often times businesses skyrocket in the rankings because of this backlink; he also seemed to think having the BBB code and badge that link to the BBB website seemed to affect rankings, which I don't think is correct. I also think that having their badge on our website could increase sales conversion (and maybe even increase the number of people that complain to the BBB). I'm not too worried about the complaints since we don't have ethics problems. The accreditation is $750 (seems high) and I'm not sure if it's really worth that amount, but I could be wrong. Would love some professional insight on if the BBB is worthwhile link or if it's overhyped and the money would be better spent elsewhere. At face value, it certainly seems like a good investment and I'd love to hear some insight as to how much value their backlink truly has to a company or if that money is better spent elsewhere.
Conversion Rate Optimization | | CHEATERS3 -
Keeping pages indexed but making sure they fill out a form before access - confusing Q's
OK so let me break down this little scenario we have going on. I work for a b2b company so we have a lot of gated content that is behind a form fill out - this is how we get a lot of our lead generation. Some pages that we have behind the form are showing up in search which allows people to view the documents bypassing the form. At first I thought, well why dont we just no index that page so that it does not appear in search. But then I thought it would be smart to keep the pages indexed to keep the SEO value, Is there a way to keep these pages indexed but make sure that when they click the link in the SERPS that they need to fill out the form in order to gain access to the document? Something on the backend that checks to make sure that the referral URL was completed or something like that? Anybody deal with this before?
Conversion Rate Optimization | | PatBausemer0