how people search
TRANSCRIPT
- 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