BMW Schererville was looking for ways to increase service RO revenue. They realized that the largest percentage of dealership expense absorption comes from fixed operations but the fixed operations gets the smallest percentage of real estate on the dealership website. To increase the service revenue, they decided to look for ways to boost their parts and service departments’ presence online and increase the conversion of the visitors that they were attracting.
Like many dealerships, their service department marketed through direct mail, email blasts and regular coupons. Each of these mediums was used to drive people to the service lane and the dealership web site where there was an option for the customers to schedule their appointment online. However the online scheduling simply consisted of a standard lead capture form that was not engaging enough and didn’t yield a good conversion.
The first step in boosting their service revenue was to create a better converting website. Rather than edit their current site, they realized the power in creating a separate dedicated site exclusively for their service department. Many high-performing dealers are realizing that one website is simply not enough and developing a series of highly targeted websites to surround your main web property is an excellent way to extend your dealership in a cost-effective way. Likewise BMW Schereville realized they needed a whole side dedicated to their service department and launched bmw24service.com. This is a fully interactive, highly targeted website dedicated solely to the purpose of converting online visitors to service appointments. Because the whole site is dedicated to parts and service, it only attracts one type of visitor and offers one concentrated focus: setting service appointments.
When visitors arrive they first notice easy-to-click-on, up-to-date service coupons and suggested maintenance options. All the navigation keeps the user within the service department’s real estate. In addition to the dedicated focus to fixed operations, they added a Virtual Service Consultant. This dynamic hostess greets the visitors and walks them through the simple process of selecting which service is best for them and then scheduling the appointment.
After the user experience was optimized, it was time to increase the traffic to the service-scheduling site. Rather than stick with the traditional marketing that they had been doing in the past, they decided to get into PPC search marketing. They targeted specific keywords in their market so ads were shown to visitors looking for BMW services in their market. As a result of this additional marketing approach, they were able to pinpoint the customers and expand their reach, increasing site visitors by over 300%.
The result of this dedicated service-scheduling site with a Virtual Service Consultant and the power of PPC marketing has been two fold. Not only did traffic dramatically increase, so did the conversion rate. Appointments from the site increased 685%, phone calls from the site increased 501%, the dealership doubled their online RO count and booked over $18,000 in additional revenue in the first month of the site being live. BMW Schereville has proven extreme ROI by the power of a dedicated site and search marketing for service scheduling to increase fixed ops revenue.