Give the people what they are looking for. It seems like such a simple concept, yet so many dealerships fail to deliver and lose many potential customers in the process. A best practice for a landing page is to make sure that once a businesses' message is out there, customers are able to easily find and utilize whatever was stated in that message.
Most dealers are running some sort of marketing, and one of the most popular ways to drive business is to advertise a promotion or special sale to bring in clients that are comparison shopping for price and/or value. The main issue in the digital space is what to do with clients that have clicked on one of the marketing pieces. The secret is to send them somewhere that will deliver on the promise made in the promotion - this is the best practice that a business can employ for a landing page.
Of course, it is now common knowledge that ads shouldn't send clients to the home page of a website. Instead, shoppers should be sent to a relevant landing page. The easiest way to keep customers on a site and moving down a purchasing funnel is to hand hold them step by step and deliver what was promised in the advertising.
For example, if a dealership is running a leasing special in AdWords, when a client searches and clicks on the ad, it is a best practice for the landing page to mention that same leasing special, and let the searcher know what the next step is (typically browsing available relevant inventory). Yet, many dealers still send clients to a home page or an inventory page instead. While some customers might react positively to this, most are just scanning the site looking for the same deal that was mentioned in the ad, and will not browse much further if they don't immediately see it.
Dealerships should always be aware of the bigger picture when it comes to their advertising. What are some ways you guys are making sure landing pages are relevant and deliver what was promised in the marketing?
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