According to one study, the highest priority for automotive marketing is increasing the volume of leads followed by generating more conversions.
Lucky for you, there’s one tool that can do both. It’s something you already have, and it has great undiscovered potential for your business.
Yes, we’re talking about your landing page. A landing page is a snapshot representation of who you are and what you can offer. Think of it as an introduction, and your lead capture as the handshake that leads to a great relationship.
There are typical landing pages, and then there are great landing pages. Here are five tips for optimizing yours for success.
Point Potential Customers to Dedicated Landing Pages
How many separate ad campaigns are you running for your automotive business right now? Your answer to that question should coincide with the number of different landing pages you have to greet your customers with.
If you’re an auto dealership, you might have first time car buyers looking at economy models as well as customers who are looking for a luxury automobile to drive as a second vehicle. These two customers have little in common, except that they’re both looking to purchase a car.
You probably aren’t reaching both customers with the same ad, so why would you greet them with the same landing page? You are going to gather more leads and have a higher conversion rate when you have separate, dedicated landing pages to greet each segment of your market.
Even if it isn’t multiple market segments that you’re reaching out to, you should create landing pages that greet customers along each point of the purchasing journey.
The time it takes for a consumer to go from seriously considering a new automobile purchase to driving off your lot can take anywhere from 5 to 12 weeks. Their journey will include developing a list of potential vehicles, narrowing it down, test driving, choosing a dealership, getting the best price, and financing.
Just look at all the opportunities to connect with them through individualized landing pages for every step of the customer journey.
Make Sure Your Ads and Landing Pages Have Something in Common
It’s a simple thing that many businesses get wrong.
The ad headline that a visitor clicks on should match, or at least directly correspond to, the headline that greets them on your landing pages. Nothing is more frustrating for a potential lead than to feel as though they have been misled, even if it wasn’t intentional.
If your ad is promoting a year end tune up special, but your landing page is focused on the benefits of a transmission flush, they’re going to be left wondering what just happened. Solving this common landing page problem is as simple as paying attention to the small details and adapting your landing pages as needed to match your ad’s focus.
It also means taking the time to double check your landing page strategy for common mistakes. Take for example, Aceable. They offer drivers ed and defensive driving training in multiple states. What would have happened if someone in Texas had inadvertently been directed to this landing page?
Well, Aceable has it together, so that didn’t happen. But, if it had, not only would their bounce rate have gone up, they also would have lost a certain amount of credibility over a small mistake.
Create Short Form Landing Pages
There are two different types of landing pages, short form and long form. The trend we see forming in the automotive industry is a preference toward short form landing pages. Here’s why.
Short form landing pages are created with a shorter, more concise layout with little to no scrollable content. In the past, businesses preferred long form landing pages because they gave them the opportunity to tell the lead more about their services or inventory.
It’s important to keep in mind, however, that this is your landing page, not your homepage. Leave the heavy details for your website and streamline the process for those who have reached your dealership through a specific search.
Take the example below. A long form version of this landing page might include dealer inventory or maybe more details about the brand. But, chances are the consumer already knows a great deal about the brand and that’s what lead them to your landing page. Why clutter it with information they don’t want or aren’t ready for?
Instead, this landing page lets the consumer tell the dealership more about the specific vehicle they are looking for. This solidifies a lead for the dealership, and provides the customer with the exact information that they are going to find immediate value in.
Consider Using a “Flat” Page Design
Speaking of trends in landing pages, we are seeing quite a few “flat” landing pages these days. Honestly, the term “flat” can be a little misleading. The word is often synonymous with lifeless, boring, lackluster. Flat landing pages, when done right, are highly engaging and anything but boring.
In the world of marketing, a flat landing page is simply a minimalist approach. It’s streamlined, straightforward and uncluttered. A flat landing page might have a strong headline, a brief body of text, a strong image, and a call to action. The image below is a perfect example of an effective flat landing page. It leaves no questions about the intent and it’s easy to use.
Does this mean that you should jump on the flat page trend? This depends entirely on your goals and your market.
Are you looking to generate a high number of leads? Then a flat landing page is the way to go. But, if you are looking at attracting a specific market with a higher chance of conversion, a traditional page that includes more information, if it’s valuable, is more likely the format you’re after.
Flat pages appeal to those with a quick request or need, and to an audience that likes to feel like they have already done all the required research and are ready to act. Think about the market you want to reach with each landing page before you commit to a layout.
Find a Way to Incorporate Video
There is just no way to overstate the power of video in today’s marketing climate. Video is entertaining, engaging, and can tell more about the product or service that you are selling than text alone ever could. Video is so effective that 87 percent of online marketers use video content.
Including video content directly on your landing page is a way to encourage engagement and excitement about your brand. Don’t worry about producing award winning content here. A video that’s 30-60 seconds long and highlights the best of your brand and what you can offer your customer is the perfect starting point.
Don’t let fear of the unknown stop you from optimizing your automotive landing pages for success. If your dealership or auto services industry needs help, connect with a top automotive web design agency to make sure you’re not missing out on potential leads.