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
-
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 -
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 -
No form on PPC landing page
My client has explained to me that they want to drive sales CALLS instead of form submissions because they feel they have a better chance of "closing the deal" on the phone. So my company is working to design a PPC landing page that focuses on the phone number. But the question is, do you still think we should include a simple form on the landing page? There are two competing trains of thought in my office. One is concerned that if we offer a form, people won't call. The other is that if we DON'T offer a form, we will lose out on possibly good customers. In addition to the form, no form question is the question of providing additional links to other parts of the website. One person I work with is concerned visitors will leak away and not pick up the phone. My concern is that if we do not offer a way to "learn more" the visitor will become agitated and not call at all. This is specifically for a focused PPC effort. To recap:
Conversion Rate Optimization | | WestAdvertising
1- Form or no form?
2- Links or no links?0 -
Landing page experts, for lead gen conversion
If I am wanting to hire a conversion expert, especially for PPC landing pages in the insurance space. Do you think that the expert should be specific to the insurance space or just to landing pages to get the maximize conversion optimization?
Conversion Rate Optimization | | jdcline0 -
How to make use of those traffics on non-conversion page?
I am working on a website which sells eBooks softwares, most of posts on the site are teaching people how to solve eBook-reading problems and will lead visitors to download and try the software. But some posts are not related to the software, we just write it for traffic, for example: link-bait post such as top xxx romantic eBooks, free eBooks tools review, etc. These posts have got a pretty considerable traffic, but visitors just come here, read, like/share/comment, then leave. Is there any way I can make use of these pages to convert? Thanks
Conversion Rate Optimization | | JonnyGreenwood0 -
What company/person do you recommend for improving conversion rates on landing pages?
Hello! I'm looking for specific recommendations of companies with whom you have been "Tickled pink at fantastic conversion improvement results!" I'm the customer for this service. 🙂 I seek a page-level review of a specific area of my site. I'm looking for output of specific recommendations for improving conversion rates. I want to avoid paying for a "generic best practices report" with one or two ideas for my site sprinkled in. I realize that I will be called to complete proper input into the process. I am ready to do my share with the level of detail required. So, if you have an enthusiastic recommendation, please share. Details are appreciated. Most important, please tell me why this company made you very happy. I sincerely look forward to SEOMozzer input. Thank you kindly, Loren
Conversion Rate Optimization | | groovykarma0 -
Any idea why my bounce rate could be so high?
Hello Everyone, I'm stumped. My primary website has a horrendous bounce rate of around 75% My domain is www.radicalmarketingsolutions.com My home page has a bounce rate of around 68%. The funny thing is, I have a page on Google Analytics basics for small business owners that is my 3rd top page for content, I have an average time on page of over 3 minutes yet my bounce rate is 90%. I have another page on how to depersonalize your google searches in Chrome and Firefox that is a top page with a time on page over 5 minutes and this page has a bounce rate of 96%! I felt that my old design was really hurting me so I changed the design in the beginning of this month and it does not look like it's helped much. I really simplified the site, created a lot more white space and added some links to my other important pages in hopes to get more click throughs. I would really love some honest "constructive" feed back on my site as to why the bounce rate could be so high. I have a ton of content on my blog and I get a lot of positive feedback. One thing I did not do was exclude my IP from Analytics so I could be influencing the numbers. I've added this filter and hoping this will help. Another issue is I do email my list with each new blog post. This could mean those folks visit the post and then leave without reading anything else on my blog. So this could be hurting me as well. Would love your suggestions. Thanks, Bill Parlaman
Conversion Rate Optimization | | wparlaman0 -
Ideal product page conversion/retention rate for eCommerce sites
Hi SEOmoz-ers, I was wondering if anyone has data regarding product page abandonment rate (% of potential customers that leave the site after seeing product pages) for websites like Overstock, REI or Zappos? As you may know the above mentioned sites do an exceptional job with product pages. It would be helpful to know what some of the leaders in this space are achieving in terms of conversion rate. What is your personal opinion about this? Thanks,
Conversion Rate Optimization | | Kush_VMI
Kush0