Transcript of How people search
- 1. 7MythsaboutHow,WhereandWhypeople
searchonlineforacarandwhattheydowhen theygetthere
VINSolutionsDealerAdvisoryBoard MeetingLasVegasNV10.12.10
LarryBrucePresident/CEO MicrositesByU.com @pcmguy.
- 2. PPC#1wayyoucanconquestnewbusinessforyourdealership
- 3. Whatsholdingyouback?
- 4. 7Mythsthathavebeenheapedonus
withlittleornobasisofactualbehaviorPeopletrust3rd
partiesmorethanthedealer Internetshoppersarepricedriven
Theinternetisbetterforusedthannewcars
Organiclinksaretrustedmorethan sponsored Thelongtailsearchphase
Peoplewillgoonlineandjustcomeintothe dealership
Youcantcompetewiththebudgetofthe OEM,AutoTraderorCars.com
- 5. Over35hoursofvideo 109users 436searches
- 6. Myth1: Peopletrust3rd partiesmorethanthedealer
- 7. Myth1: Peopletrust3rd partiesmorethanthedealer
Ofthe26%thatconverted:
- 8. Myth1: Peopletrust3rd partiesmorethanthedealer
Whydidtheyconvertthere? Thissamescenario happened86%of thetimeauser
landedona3rd partysite
- 9. Myth1: Peopletrust3rd partiesmorethanthedealer
Howdidtheygetthere?
- 10. Myth1: Peopletrust3rd partiesmorethanthedealer
Whatwouldhavehappenedif? Numberof MustangsavailableWhattypesare
availableHowmuchthey cost
- 11. Myth1: Peopletrust3rd partiesmorethanthedealer
Version2payment
- 12. Myth1: Peopletrust3rd partiesmorethanthedealer
Version3tradein
- 13. Myth1: Peopletrust3rd partiesmorethanthedealer
Thingsyoucandotoyourwebsite/landingexperiencestoinstilltrust.Reviewsusedby32%of
theuserstested PutyoureBayratingon yourhomepagewithalink
totheratings PutyourGoogleratingson yourhomepagewithalink
PutyourYelpratingson
yourhomepagewithalinkUsesomeexceptsfromlettersorsurveysonyourhomepage
FacebookLikebuttonon yourhomepageandin specialpagesandyour
blog.
- 14. Myth2: TheInternetisallaboutprice
Itisactuallyaboutsavingtimeandhassle 1st
Concern,doyouhavewhatIwant? 28%ofthetimea visitorwillsearch
themselvesright outofacar
- 15. Myth2: TheInternetisallaboutprice
Itisactuallyaboutsavingtimeandhassle 1st
Concern,doyouhavewhatIwant? Volzautobefore
- 16. Myth2: TheInternetisallaboutprice
Itisactuallyaboutsavingtimeandhassle 1st
Concern,doyouhavewhatIwant? VolzautoAfter
- 17. Myth2: TheInternetisallaboutprice
Itisactuallyaboutsavingtimeandhassle 1st
Concern,doyouhavewhatIwant?
- 18. Myth2: TheInternetisallaboutprice
Itisactuallyaboutsavingtimeandhassle 1st
Concern,doyouhavewhatIwant?
- 19. Myth2: TheInternetisallaboutprice
Itisactuallyaboutsavingtimeandhassle 1st
Concern,doyouhavewhatIwant? 1clickaccesstothemost
popularsellingvehicles UserTesting.comtofind
troublespotsinyouconversion funnel Crossbrowsertesting.comto
findthebreaksincode ThishasdoubledVolzAutoGroups
LeadConversionRate
- 20. HowSplitTestingWorks SplitTesting Platform
- 21. HowSplitTestingWorks SplitTesting Platform
- 22. HowSplitTestingWorks SplitTesting Platform
- 23. HowSplitTestingWorks SplitTesting Platform
- 24. HowSplitTestingWorks SplitTesting Platform
- 25. HowSplitTestingWorks www.google.com/websiteoptimizer
SplitTesting Platform
- 26. Myth3: TheInternetismoresuitedtousedcarsthannew
SearchtestingfoundNew&Usedtobeevenlysplit
- 27. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
Forpurepurchaseintentsponsoredlinksconverted300%higherthanorganiclinks
- 28. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
CarMaxlandingpagesshowedupin33%ofthesearchesthatwereperformedinthistestall
sponsoredlinks
- 29. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
Forpurepurchaseintentsponsoredlinksconverted300%higherthanorganiclinks
- 30. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
Organictrafficisinconsistent.Youhavenoideawhattheusersintentreallyisotherthan70%of
thetimetheywerelookingforyourdealershiptodosomething
ThetermRandomaccess websitereferstoyourmainsite
wheretheusersintentisnt clearandthereisalotof
navigationforthemtogetlost inthepageshuffle
- 31. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
Organictrafficisinconsistent.Youhavenoideawhattheusersintentreallyisotherthan70%of
thetimetheywerelookingforyourdealershiptodosomething
- 32. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
YouwillgethigherconversionsandbetterresultsoutofPPCthanorganicSEOeffortsbuttodo
soyouhavetooptimizeatall4dimensionsofonlinemarketingTestDrivenMarketing:
Geolocation Keyword/placementMaking
Adpositionagilemarketingstrategic Landing/Conversion
growthengine.
- 33. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
TestDrivenMarketing AdGroupAdSplittestingfor Ad Ad AdCTR
AdSplittestingforLanding LandingLandingConversion
- 34. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
TestDrivenMarketing
AdGroupAdSplittestingforWinningAdCTRAdSplittestingforWinning
ConversionLanding
- 35. Myth4:
Organiclinksareclickedandtrustedmorethansponsoredlinks
Acultureofconstantimporvment AdGroupAdSplittestingforNewAd NewAd
ControlAdCTRAdSplittestingfor New NewControl Conversion Landing
Landing Landing
- 36. Myth5: Thelongtailsearchphrase
Yesinoverallinternetsearcheslongtailsearchphrases4+wordsare23%ofthesearchesand
dohavehigherintent.Butinthecarbusinessthisisnotthecase.
- 37. Myth6:
Peoplearegoingtoyoursiteandlookingatvehiclesthenshowingupon yourlot
TheinternetisanInfluencingMedium.IfyoubelievethatthenIhaveotherstuffIwanttosell
you
- 38. Myth7:
YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com
Yesatthelocallevelyouabsolutelycanandyouabsolutelyshould.
OthercontributingfactorstothesearchLocation54%Product80%Avgnumberofsearches3.5
- 39. Myth7:
YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com
Yesatthelocallevelyouabsolutelycanandyouabsolutelyshould.
Location54%
- 40. Myth7:
YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com
OEMInvolvement
- 41. Remarketing23%EmailCaptureRate/37%CallRate
- 42. Remarketing
- 43. Remarketing
- 44. Remarketing
- 45. Remarketing 12%ClickThroughRate 17%ConversionRate
- 46. IntegratedChannels HondaCTR 3% Conversion 31%
- 47. IntegratedChannels
- 48. IntegratedChannelsBudget $500 Honda Service forSchools
www.supplies4kids.com ServiceYourHonda
andHelpachildwithSchoolSupplies!CTR 7%Conversion 23%
- 49. IntegratedChannels Budget $200 CTR 3% Conversion 47%
- 50.
IntegratedChannelsImportant:ServiceyourHondahelpachildgetschoolsupplieshttp://bit.ly/4kidsHaynesHondadonates$1foreachRETWEETRetweets
1112 142newfollowers Conversions 115lastcount
- 51. IntegratedChannels
- 52. Summery 3rd
partiesDONOThaveaBrandoratrustadvantage.TheydontreallyevenhaveanSEO
advantage
Youregoingtogetalotfartherifyougivevisitorswhattheywant,whentheywantittheway
theywantitthantryingtorunabunchmorepeopletoyourwebsiteandconvertthesamelousy
percentage.
Internetuserdontplayfavoriteswithneworusedandtheybothconvertjustaseasily.
Organiclinksdonothavesomemagicholdoverthecustomerandareveryinconsistentwhenit
comestointent.
TomakePPCreallyworkyouhavetocontrolalldimensionsoftheonlinemarketingexperience.
Splittestingisreallytheonlywaytoconsistentdoubledigitconversionratesandconstant
improvement.
ifyoureonethatbelievestheinternetisaninfluencingmediumthenyoumaybejoiningsome
ofourlessfortunatecarbrethrenthatnolongerhaveastore.
Youabsolutelycanandshouldeliminate95%ofyourdependenceon3rd
partiesbetweenyou andyourvisitor/customer.
TargetedPPC+Remarketingwillpickyouuptoa40%+ConversionRatio
IntegratingChannelstherightwayincreasesconversionsintothe30%+range