Case Study: Service Offer Landing Pages
We teamed up with Herb Chambers BMW of Boston, Honda in Boston, and BMW of Sudbury to help with specific challenges outlined below:
Our goal was to dramatically improve direct, organic, and referral traffic for service offer pages using a dealers database of customers.
There are several thousand searches in your area for specific service offers from oil change, to tire rotation and brakes. Studies show that drivers believe dealers offer high quality service, but at a high price. They see independent shops as more convenient and more reasonably priced.
Leverage available technology and known search algorithm attributes to capture as much organic, referral, and paid website traffic as possible. This is accomplished by creating langing pages on a dealer’s website with content and offers that are visible and searchable by Google and other search engines. In order to achieve this we employ the following four tactics:
Within two months, we were already seeing results at the dealership. In just their second month running our digital program, they set a record for most vehicles sold in one month. The additional months that followed were also strong, exceeding sales volume for the months prior to launching. Gates Honda had never sold more than 100 vehicles in a month. They broke that record within the first month of partnering with us. In fact, they’ve sold mor than 100 vehicles every month since and continue to see results.
BMW of Boston
Situation: Accomplished an 11% increase in Click Through Rate and secured an additional 41 service appointments.
Honda of Boston
Situation: Secured an additional 38 scheduled service appointments and increased the numbers of calls by 64.
BMW of Sudbury
Situation: Had a dramatic decrease in average CPC which allowed the budgets to get more results. We increased scheduled service by 36 per month.
Average Increase Across All Dealers
In this study we evaluated three types of traffic to a website.
This dealership realized significant results using J&L’s Service Combat Strategy. A 71% increase in scheduled service appointments means a significant amount of revenue for the dealership not just in initial visits but follow up visits and future service appointments.
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