CRO Campaign Delivers Higher Conversions, Lower Costs, Better Search Results

August 25th, 2010
Recently, Williams Web completed a CRO (Conversion Rate Optimization) program for one of our clients, including: 
  • LPO (Landing Page Optimization) of three unique landing pages
  • SEO (Search Engine Optimization) of all content across three sites
  • Paid Advertising (Google AdWords) with Multivariate testing across three different campaigns

The Problem

The client, an established automobile dealer with locations in Chattanooga, Cleveland and Knoxville, Tennessee, operates in a niche market.  They are a Buy Here Pay Here used car dealership, offering used cars at competitive prices with in-house financing for customers with poor or little credit history.  The client had strong name recognition due to many years of offline advertising and marketing, but their online conversions and search engine rankings were far below expectations.  And with nearly 70% of car buyers beginning their car search online, our client needed a digital strategy to get the attention of potential customers.

The Solution

Today, our client is receiving a significant portion of their credit applications from the website, realizing more traffic as a result of organic search results and placing higher in the search rankings than ever before.  Conversions are up, cost per conversion is down and the website has captured 52% of their target audience as a result of our efforts.


Before CRO/SEO


Google Ranking

Not in the Top 50

Top 5

Page in Google    



Percentage of Target Audience Visiting Site



Percentage of Visits From Optimized Keywords



Percentage of Visits from Online Advertising (AdWords)



Percentage of Conversions From Organic SEO



Percentage of Conversions From AdWords



The Process

Williams Web began with rule-based LPO, geographically targeting potential customers in Chattanooga, Cleveland and Knoxville, Tennessee.  Each landing page was tied to relevant paid advertising (Google AdWords) with multivariate testing to determine the most effective messaging, placement and budget. The landing pages offered quick access to online financing and pre-qualification applications.  The completion of these applications was the primary conversion goal of the websites and the focus of our overall CRO program.  Since most customers who complete a credit application with the dealership continue on to purchase a vehicle, measuring the number of credit applications completed on the website was of critical importance.

Next, we conducted extensive research into the keywords that potential customers use to find our client. We optimized content across all three sites, paying particular attention to the placement and use of these keywords.  

Finally, we modified the Car Finder section of the website to include the keywords in the description of each vehicle, the page titles and URL descriptors of each page.  Every time a new car was added to the Car Finder, it was treated like a blog post with its own page title and keyword-optimized content.  Since the Car Finder now quacked like a blog and looked like blog, the search engines thought it was a blog, and weighted its relevance accordingly.

Throughout each step of our CRO program, we ensured all content was consistent and relevant.  The ad copy was directly linked to the landing page, the landing page offered content relevant to the user's search and the search results were linked to a specific product or offer.

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Dear Friends,

I have exciting news to share. I am excited to announce that the Williams Web team has joined Lift Media Group effective November 1, 2020. I wanted to tell you a bit more about the mindful, diligent efforts that have gone into this process that has a singular aim – continuity with absolutely no hiccups for our valued clients.

For nearly a decade, I have worked with members of the Lift Media Group team, utilizing their excellent digital marketing, content writing, and public relations expertise. They have always strived to serve friends and clients well. I have consistently been impressed by their skill, honesty, candor, and faithful spirit. So what changes? Very Little. The name on our invoices will be different. A couple of processes will change. But every member of the Williams Web team, including myself, are still at work to ensure the continuity and service you have always received from us. Because of the expanded services of the team, I believe you’ll even see added service and value. We’re delighted to be a part of the team!

Please feel free to contact me if you have any questions. I’m personally committed to making this transition as seamless as possible for you, and I’m confident you will be pleased with the outcome. From the bottom of my heart, I appreciate the trust you have placed in me and Williams Web.

Greg Pearson