Two weeks ago, automotive marketing guru and Showroom Logic board member Gary Marcotte published a blog post showing how much more impact Dynamic Conversion Pages (DCPs) – Showroom Logic’s customized vehicle landing pages – can have over a dealer website’s VDPs. As the Founder, Chief Product Officer, and creator of the DCPs, I want to take some time and address common questions and misconceptions about Showroom’s signature page for dealers.
Question #1: What is unique about the DCP approach and how did it come about?
As our company grew, we naturally became more concerned about what was happening post-click for our clients. We believed we could create a better experience for the online shopper and the dealer.
We found that there was great disparity in the overall quality of VDPs throughout the industry. Pages were not optimized for inventory search, the sheer number of calls-to-action was paralyzing users, reporting data was incomplete, and the mobile experience was not friendly, to say the least.
There are a few key attributes to the DCP that make it unique.
- DCPs are optimized toward inventory search. Our DCPs are clean and have been tested relentlessly to do one thing and one thing only: to drive users to take the next step in the buying process. Most VDPs have upwards of 9-12 different calls-to-action. We have learned through quantified testing that when you offer them everything, they do nothing. Our designs move shoppers efficiently down the shopping funnel faster and increases the likelihood they buy a car from your dealership.
- 100% built for the mobile experience. A good mobile experience will be a good desktop experience, but the opposite is not always true. We started with a mobile-first approach and it shows in the performance numbers.
- Allows for Data Driven Decisions. We’ve built into our DCPs our very own API that communicates seamlessly with Google Analytics. This gives us and our dealerships everything we need to know in order to continually improve our conversion performance. I mentioned earlier that most dealer pages are cluttered with too many calls-to-action. Over half these CTAs are not even trackable. All of our CTAs have end-to-end tracking, which makes it easy for us to measure performance.
- DCPs align with specific search queries. When someone conducts a specific search on Google or Bing, we present them with an ad and a corresponding DCP that perfectly matches their search. That level of alignment between the user’s original search, the ad, and the landing page ensures the user finds what they are looking for and increases the likelihood that they will become your customer. This level of specificity cannot be easily achieved on the dealer’s existing website, which is why the DCP is so important to maximize your SEM campaigns. Our customized approach is only possible because we created a proprietary search filtering system and vehicle glossary based on historical user search patterns in Google. We match a user’s search intent to official OEM vehicle names and nomenclature, which let us serve up the most relevant DCP to the user while remaining compliant with the various OEM guideline and mandates.
These things make our technology truly unique. More importantly, the DCP drives more shoppers to your dealership at a lower cost. Our DCPs are why we were awarded Google’s prestigious Innovator Award in 2014 and in the months that have passed since then they have only gotten better.
Question #2: If I am running DCPs along with my website, what happens to my overall traffic?
Your overall traffic remains the same. We set up your Google Analytics so you can review your website and DCP performance together.
Question #3: Why does the DCP have to be on a sub-domain? Doesn’t that hurt my SEO?
We need hosting control over the DCPs so we can more easily push out software updates, ensure proper reporting, and implement industry best practices. Since most website providers don’t easily allow hosting from a 3rd party, we decided to go with a subdomain. It’s the fastest and most cost-effective way to get our technology into the hands of our clients.
Since there is no impact on the overall traffic to your site using a subdomain and because we add “no follows” that prevent Google and Bing from indexing these pages, there is no effect on your dealership website’s SEO.
Question #4: How are DCPs optimized and measured for success?
We optimize for the serious buyer. It is important that we segment this group from web visitors who don’t show the same web behaviors. The primary indicator of a serious buyer is someone who has visited your vehicle listing page. This kind of analysis can be done on your VDP page with or without the DCP in place. To best analyze the performance of your VDPs and/or DCPs, you must:
- Segment your serious buyers. You can do this by creating a sub-set of data centered around those who visited vehicles listing pages.
- Set benchmarks. Determine what goals and events you are going to measure for your visitor segments inside of analytics and use the historical data to determine how you have already been performing without any concentrated effort. These are the benchmarks you are using to determine how well you are optimizing your pages.
- Experiment with A/B or split testing. If you are lucky enough to have a talented digital marketer or agency that knows how to do this testing, it will likely take you about 60 days to acquire enough data to confidently know which tested variants will have a positive impact when implemented globally.With our ecosystem of DCP websites, we can get that done in a week because we have access to enough data to reach the necessary confidence levels. This puts our clients ahead of the competition by 7 weeks. Our clients will roll through inventory a few times while other dealers are still trying to figure it out.New DCP users typically see immediate improvement over their benchmark figures because they benefit from our previous A/B testing on other sites. As ongoing testing continues, existing clients adjust to changes in consumer web behavior much faster than those who are not using DCPs.
Hopefully this article has answered all of your critical questions. If not, please reach out. We have seen how well these perform and believe the results speak for themselves and that your dealership can see the same marked improvement. If you have additional questions about DCPs we would love to answer those.