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

After CRO/SEO

Google Ranking

Not in the Top 50

Top 5

Page in Google    

6

1

Percentage of Target Audience Visiting Site

Unknown

52%

Percentage of Visits From Optimized Keywords

 <10%

65%

Percentage of Visits from Online Advertising (AdWords)

 N/A

35%

Percentage of Conversions From Organic SEO

 N/A

74%

Percentage of Conversions From AdWords

N/A

26%

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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