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JD Rucker

JD Rucker Founder

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To Build the Best Landing Pages, You have to Think Mobile

Mobile User

You've all seen the statistics. You've read the studies. You've probably heard about it at some point on the news and you've definitely been told this by a marketing guru of some sort over the past couple of years. The car buying world has gone mobile and your ability to get your message out to potential customers must be viewed by how it's seen on mobile devices first, desktops second.

In a discussion with a client today, we were looking at the way their traffic was being distributed on their website. Present on this "power call" was String Automotive who was delivering a market analysis, Remora who handles the website and search marketing, Automark who delivers the lead generation tools for the website, and my team which handles the social media. This savvy east coast dealer likes to make sure we all meet together monthly to discuss his marketing (a best practice that I strongly recommend to all dealers - get your vendors talking to each other).

We noticed that the traffic and leads were strong going into VDPs and the homepage, but the specials pages were not getting enough action. They appeared properly on desktop and the buttons leading to them showed a 7-to-1 click rate over other calls to action on the page, but they weren't optimized for mobile devices. This needed to be fixed.

One might wonder why we would want to change something that was generating such a high percentage of clicks and a good chunk of leads. This is a conundrum for many dealers. We often think that "if it ain't broke, don't fix it," and normally I would agree. However, what we were seeing was good success. We weren't maxing out. We knew this because the pages didn't appear appropriately on mobile devices.

They weren't mobile-optimized.

The website platform had great mobile numbers until you got to the specials pages. So, the challenge became trying to figure out how to take String's data and keep the Remora website performing so well on mobile while replicating the Automark plugin success from desktop. Despite my part, social, having nothing to do with it, I am pleased to be working with this team on the solution because, well, that's how things should be.

We now have a solution in the works. In essense, this should really be a blog post about how getting your vendors talking to each other regularly is a key to finding the solution, but I'm going to stick with the solution itself on this one. We're going to build mobile-awesome landing pages. This is a key to success as I originally stipulated. The question is, what do they look like?

Here you go. Clear. Concise. If your landing pages take these qualities into account, you'll win the internet (whether it's being surfed on a desktop or a smartphone):

Anatomy of a Mobile Landing Page

Larry Bruce
Well JD you're definitely right nothing you have in this post has anything to do with mobile or evidence that mobile has any significant impact on a dealerships marketing. The landing page example at the bottom is a good one but has nothing to do with mobile. They are using standard lead conversion tactics that should be used on any page mobile or not. I have outlined these in many blog posts here is the most recent on Inbound Marketing. http://www.theonlinedrive.com/inbound-marketing-how-to-win-customers-by-influencing-people/ Headline – Tells you where you are and should be designed to pull you into the copy. I would argue the one they have here “2014 ELEANTRA” isn't that great but, it gets the job done because the constraints of a mobile screen have forced the page design to keep the other elements above the scroll and easy to scan. I would have used “ELANTRA FOR $4 PER DAY” Offer – The 3 C’s of an offer… Clear, Compelling and Credible. The offer here $109 per month lease and the price of $17200 are placed well BUT why “Offer” a customer MSRP? That is not much of an offer, even though this is BASE MSRP and they are using the “starting from” as a disclaimer and you can see the 2 next to MSRP that is where the rest of the disclaimer comes in. This detracts from the offer all together. I would have gone with a discounted price over a base MSRP offer. Call-To-Action – What do you want the customer to do? In this case The “Call for Details” button is a good CTA and it’s big and clear. I’m not sure how compelling it is. Will the customer really want more details on a car they can buy for MSRP? Maybe on how they get it for $109 per month. In any case it is the right call to action, really the best call to action for mobile… a call and it makes it easy with click to call. The problem is that even if that goes to a call tracking number the dealership will have very little information to go on to follow up this lead if the salesperson doesn't collect it and less than 15% of the time does a sales person do that or is able to. That is why show rates from calls are 22% (no follow up) your only shot at the appointment is the initial call. See slide 20 of the “It’s Called a Marketing Mix For A Reason” Digital Dealer 16 Keynote. http://www.theonlinedrive.com/its-called-a-marketing-mix-for-a-reason/ A REASON to convert – why should the customer make the call or submit the form? Here “Call for Details” is good. It implies low anxiety with some value in the details of the offer. I would have gone with “Call And Get a $50 Test Drive” same low anxiety (no commitment to buy) but the value to the customer and the dealer is much higher and it gives the salesperson a reason to collect good contact information from the customer for the $50 test drive reservation allowing the show rate to go way up. The secondary CTA’s (View Inventory & Hours and Directions), I would have put below the scroll. A landing is designed to get a lead giving the customer the ability to get lost in the rest of the site isn’t ideal. HOWEVER that really depends on how the traffic got to this page: IF FROM TARGETED PPC TRAFFIC “Special + Prices + Elantra” Keywords & “Drive an Elantra for $109 per month, Prices start at $17200” – the ad, I would have eliminated the View Inventory & Hours and Directions buttons all together. You have given the customer everything they were looking for and everything you promised… DON’T CONFUSE THE CUSTOMER ESPECIALLY IN MOBILE. IF FROM THE WEBSITE AS A SPECIALS PAGE the secondary CTA’s of View Inventory & Hours and Directions buttons are appropriate. However in both of the above cases I would have used the JD power social proof for the car in place of the View Inventory & Hours and Directions buttons and either eliminated the buttons all together in the case of PPC or pushed them down in the case of a specials page. Putting social proof that close to your CTA has proven to increase conversion in every instance we have tested it. In the end of all the suggestions I have made here you must test them, if my track record holds up in any of the tests above I’ll be 50% right. Testing is the only way to really know if your hypothesis is correct. This is an example of good landing page design regardless of the device nothing more if you really want to get to the bottom of mobile and whether it’s relevant to AutoMarketing or not then you should read this post #AutoMarketing? Mobile Is Last. http://www.theonlinedrive.com/automarketing-mobile-is-last/ Multiple times we have tested mobile traffic and responsive design with similar conclusions… MOBILE DESIGN HELPS CONVERSION BECAUSE IT FORCES THE DESIGNER TO BE MORE DELIBERATE WITH GOOD LANDING PAGE DESIGN, BUT FOR MOBILE TRAFFIC THE INTENT IS NOT THERE TO CONVERT THEREFORE NO PAGE DESIGN MAKES IT EFFECTIVE. In our testing mobile traffic actually saw a relative DECREASE in conversion of -17.7% JD sorry for the long comment didn't mean to hijack your post. For the record what this post is really about collaboration between marketing providers to the dealership I absolutely agree with if all the parties can put their egos aside for the good of the dealer.
JD Rucker
No worries, Larry. You can hijack my post any time. I've held off on replying to the "mobile is last" post because, even though I disagree, it's the type of opinion that should be discussed in person. See you at DSES?
Ed Brooks
I have to note JD, I've been impressed by Ken Kolodziej and his team for a while now. I'm really intrigued by the String Dealer Positioning System - http://stringautomotive.com/string_DPS
Larry Bruce
JD won't be at DSES this year, just Digital Dealer. Will catch you there if you going to be around if not call anytime.
Christian Salazar
Great Post JD.. it's all about the mobile experience for our dealers and their prospects or service customers. Visiting this page from an iPhone, will give you really close to a exact copy of the example you reference. http://www.mattford.com/clp-2015-ford-mustang-kansas-city-mo

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