Your dealership is missing valuable conversion opportunities. It’s time to understand why this is happening and get it fixed. We’re going to help you break down the four items on your website you need to increase your website conversions.
1. Unique Page Titles
The first step to earning more conversions on your website is making your website pages more discoverable.
The page title meta element is the third most valuable search ranking factor and is 10% of the overall weighting (and one of the easiest to control). Search engines use the page title to understand the context of the page.
Think of your website as a file cabinet and each page a folder. Your file cabinets are organized with specific labels for each file. If you don’t make each label unique, it would be very frustrating to locate anything in your file cabinet.
If your page titles are not specific, or even worse, a duplicate of another page, you’re making it difficult for search engines to find your pages, understand your page’s content and ultimately, to rank your pages high in the search results so shoppers can find them.
The content displayed in this example is being pulled directly from the page copy because of the level of relevancy. This is a great example of Google overwriting the standard meta description field to show users the most relevant results possible.
Looking for a Ford Explorer lease in Apple Valley, MN? This organic result answers your question.
The blue text in the example above is the Page Title. You can change this in your website’s control panel. The green text is the website URL. The gray text displayed is either from the website’s meta description tag or from the page copy. This does NOT impact search ranking, but it can help influence click-through rates.
2. Highly Specific Landing Pages
Now that your “filing cabinet” has been organized properly and your pages are labeled correctly, you need to have highly specific landing pages.
Relevant landing pages are the fifth most valuable search ranking factor and are 7% of the overall weighting. While this can be a time-consuming activity, Dealer Teamwork has a very efficient solution for creating model-specific landing pages.
Search engines can understand the content on a page. They work quickly to find and deliver that content to a shopper based on their query.
Successful landing pages place the following items within their content:
Transactional data – new and used car shoppers buy based on the monthly payment, so show it to them!
Relevant vehicle content – car buyers and search engines want to see accurate, relevant and current information about a specific topic. This helps shoppers find the page easier in the search results and helps improve the overall shopping experience.
Countdown timers – this helps create urgency for the shopper. Time factors are a key psychological factor that can help influence shopping decisions.
One of the best ways for search engines to understand the quality of a page is the engagement it creates. Including videos on your landing pages helps create this engagement. Quality pages with videos create more interaction with the car shopper and helps keep them on the page longer.
Search engines will not reward pages with higher search rankings if those website pages have high bounce rates, low engagement and low conversions. This is because search engines view these pages as low-quality and not relevant to a searcher’s intent. Remember, the goal of search engines is to provide the most relevant content and search results to a searcher’s search query.
Videos are near the top of the list as far as creating engagement and helping influence a car buyer’s decision. In fact, pages WITH videos convert in-market shoppers up to 80 times higher than pages WITHOUT videos.
Make sure you include videos on your website to increase your website conversions.
4. Lead Forms That Reinforce Your Offer
Unfortunately, website lead forms are often stripped of the vehicle offer. For that reason, your lead forms and landing pages should:
Reinforce the vehicle offer to help drive commitment.
Be tied to the specific vehicle when delivered to the dealership CRM.
Make it easier for mobile users to call the dealership.
Bonus points for those dealers who are also using dynamic number insertion (DNI) within their landing pages (for more information see our article on DNI). While DNI doesn’t directly convert, it does help provide extremely valuable attribution reporting for your marketing efforts. DNI is important because you need to know how your marketing activities are contributing to your performance. DNI is a great way to solve this problem.
If you’re struggling with any of these items or want/need more information on them, please feel free to contact us. We’ll show you how to solve these problems.