There is nothing more frustrating - or so it seems - than to search something, get a result, but once you clicked through the page does not have anything to do with what it was you searched. It happens all the time. Where you exit out and go to the next page. That said, the same thing happens in the auto industry. 

Just this last week I searched “credit assistance for car purchase,” and while several dealer websites popped up, there were many whose websites - when clicking through - offered no relative content on their landing page as to what the process was regarding the “credit approval” program. This can cause the customer to exit without completing the credit application. 

Here Are Some of the Top Things to Consider When Optimizing the Landing Page 

Relevant Content 

As a customer, when you click on a link, you expect the page to provide the answer you are looking for when clicking through to the page. If the page does not have that information available you then most likely exit moving onto the next page. And while that is not to say that the website did not have the information the customer is not always going to spend their time roaming the site trying to find the information. 

For Example: if the search is “credit approval for bad credit,” and the landing page says nothing about “credit acceptance” than the customer might feel as if you are unable to help them. Even though in the finance section of the website you have a landing page that explains the “credit acceptance.”

Landing Pages 

The right landing page can be pivotal in increasing conversion. Where if the customer can find the information s/he is looking for then they will most likely convert. One of the ways to accomplish this is by having strong Call to Actions. Explaining to the customer what the steps are. Even offering them a testimonial video on how your dealer works with bad credit!  

Message After Conversion 

Once you get the customer to complete the pre-approval, where does it go? Does the BDC Agent (or sales consultant) know that it is a “credit challenged” lead? If not, it can cause for confusion and frustration on the customer end. As s/he are expecting to discuss the options they have, which while you always offer the same level of customer service to each customer. The way in which you approach the customer service varies. All the more reason to ensure that the team is aware of the lead source; as you might not want to approach this customer with “thanks for submitting your credit application! We have excellent deals this month including 0% APR! What time works best for you to come in?”

Bottom Line: There is more to the campaign process and strategy than of what meets the eye. Where having the AdWords targeted correctly is only one step to the overall process. And to “convert” that traffic, the content on the landing page has to be relevant to what it is the customer is searching - If it is not then they will most likely exit without converting. 

The other thing to consider (as mentioned above) is ensuring the team is aware - whoever is answering the leads - of the source in which the lead came from so that they handle it correctly. Otherwise, that could hurt the chances of selling the customer!