Increase in conversions by 159% during quarantine for Mitsubishi car dealer
Alfa Diamant is Mitsubishi Motors official dealer in Kharkiv. Concept car dealer offers the following services:
- Car purchase with 5-year warranty
- Help with process when buying a car on credit/ by installments
- Registartion for test drive
- Trade-in program registration
- Certified service where you can have planned maintenance and get accessories, spare parts and additional equipment at favorable prices.
- Increase the awareness of Alfa-Diamond dealership
- Increase website traffic
- Form a sales funnel for potential buyers and "warm up" before buying;
- Monthly increase the number of conversions on the site;
- If possible, reduce the cost per conversion
- Increase in conversions by 72,3%
- Decrease of CPC by 33,63%
- Decrease of CPO by 27,8%
1. Since there are two Mitsubishi dealers in Kharkiv: Solly Plus and Alfa Diamant, the user has a geographic opportunity to choose any of them. Therefore, we need to convince potential buyers that they need to choose the right dealer and according to target audience research, buyers value quality and comfort. That is, the main message should be that they will get more pleasure from buying in Alfa Diamant.
2. Since the decision to buy a car takes more than one month, we must constantly involve new audience in the sales funnel and keep the interest of the former users. In addition, for each site visitors 0audience, offers and creatives should be different and regularly updated, depending on demand and season.
3. Before cooperation, the car dealership worked with contextual advertising, but not all goals were set up correctly. Therefore, the main task at the launch stage was to set up goals in Google Analytics in order to obtain correct data on the results of advertising.
We started preparing to launch traffic to the site after its release. During this period we
we started setting up tracking of all targeted actions (conversions) on the site.
Through the Google Tag Manager tag management system, we implemented Facebook Pixel and set up tracking of the main conversions, namely:
- Downloading a pdf-brochure with a detailed description of each car model;
- Registartion for a test drive;
- Registration for car maintenance;
- Newsletter subscription;
- Online consultation.
All data was captured by Facebook Pixel and transmitted directly to Google Analytics.
During the first interaction with the site, 72.3% of users make conversions, some (4%) make conversions within the period from 2 to 4 weeks, 11% of users within the period from 31 to 90 days.
For a car-themed project it is important to update image and selling creatives regularly for the entire car range.
Otherwise, the frequency of exposure will increase with each period, and users will lose freshness of perception (they will generally stop responding to ads, as they get bored). To convey the emotions and character of each car, we developed image banners in different colors and for each season, we used official dynamic videos.
The official importer monthly provides new offers, for which we developed selling banners and animations
During the work with the project, we noted that:
- For the first interaction with the brand, it is better to launch image videos and banners. These users will see the lineup and advantages over competitors. It is worth launching retarget for the audience of interacting and watching videos with different duration;
- For the audience by interests and main competitors, we segmented the lineup according to needs. For example: SUVs for off-road terrain for residents outside the city, a crossover for urban residents, cars with increased safety for parents, etc. For this audience, we broadcast the advantages of models and indicated promotional offers and benefits.
- For the retargeting audience and those interacting with the site we launched offers with conditions for a loan, a decrease in the cost of a car, etc.
- For the audience of those who left applications and who are clients we launched offers for maintenance, spare parts and parts for cars.
Thus, we guided potential customers through all stages of the sales funnel: from the first touch and acquaintance with the brand to the conversion stage (downloading a pdf brochure, signing up for a test drive). For all proposals, the visual part of the advertisement was carefully developed.
Our task was to make the Alfa Diamant salon recognizable, as several official distributors of Mitsubishi Motors in Ukraine are represented in Kharkov. Therefore, we needed to get more traffic by increasing the number of users on the site and increasing traffic to the concept car showroom.
To attract attention, we interacted with:
- a general audience of men and women in Eastern Ukraine (Kharkiv, Poltava, Sumy, Donetsk regions, except for Poltava, Sumy, Donetsk)
- an audience of men and women by competitive interests (main brands and brands of competitors);
- “similar” audiences;
- retarget audiences and existing customer bases.
When working with target segments, it is worth noting:
- an audience with the interests of competitors responds best to offers:
- new (updated) prices for cars;
- proposals for maintenance (oil and components change);
- during advertising for these offers, conversions on the site increase by 32.
- “similar” audience and customer bases respond best to offers:
- discounts on maintenance, spare parts sales;
- visiting site and social networks audience is interacted regularly.
Most of the conversions were received from offers:
- for lending
Depending on the season and the situation in the region/country, it is necessary to quickly think through and implement modern innovative solutions.
At the time of the unexpected start of quarantine in the country, all offline outlets were closed and it was necessary to keep the audience and increase awareness. At this point, the dealership went online. We launched additional advertising campaigns with a notification about online work of the car dealership.
At that moment, all users could sign up online for a test drive, to see all the current cars and possible configurations available via video link with the dealership manager.
Site conversions during the quarantine period (January 1 – March 31, 2021) increased by 159.42%. Downloads of pdf brochures increased by 53.52% and online test drive registrations increased by 500%.
Analyzing user actions on the site, we see that 34.43% leave a request for a test drive, and 23.16% can leave a request for a call back to the Alfa Diamant salon and ask the manager all relevant questions.
On January 5, the Binotel callback widget was connected to the site. Thus, visitors could leave a request, and within 30 seconds the operator of the car dealership would contact them. Before a user could click on a phone number, but could not make a call. In the case of the feedback widget, car dealership managers always contact prospects at a convenient day and time for them. At the same time, customer data is not lost and you can track the status of the left application.
We launched new advertising campaigns optimized for “Contact”. Thus, we increased calls to the car dealership by 23.16%.
In Ukraine, namely in Kharkiv region, there are several official distributors of Mitsubishi Motors, so firstly a brand campaign was launched in the advertising account, as users who are familiar with Mitsubishi are more likely to perform a targeted action on the site, as well as sign up for a test drive or service than those who are still not familiar with the brand.
But do not forget that direct competitors also revolve around branded queries – it means that the Alf Diamant website will be located after the advertising results, due to this, potential customers may be lost.
The main task of this type of campaign is to buy the maximum number of impressions. In order to check this indicator, we use the auction statistics report.
We focus on the “Percentage of Impressions Gained” indicator, since this indicator shows how many percents of impressions we do not buy back, after we begin to analyze the “Percentage of Impressions Lost” indicator and make changes depending on the reason for the loss of traffic.
And the second main indicator for us is the “Share of impressions in the top position”, it shows how many impressions we bought in the first position of the Google advertising results. To improve this indicator we edit ads to improve its quality.
- in the Google recommendations feed;
- on the Promotions and Social tabs in Gmail;
- on the main page of YouTube;
- in the section with recommended YouTube videos.
These platforms allow you to reach a larger number of potential customers.
To run the ad several announcements were created in the following formats:
- Discovery carousel ad (Fig. 1)
- Discovery announcement (Fig.2)
At a low cost, the campaign showed excellent results – the cost per conversion was 50.61% lower than in the branded campaign. At first, only image ads for car models were used in advertising. After that, various unique offers began to be uploaded there in order to show more various offers to users.
It is worth noting that more than 70% of users register for a test drive the first time they visit the site, the remaining 30% of the audience studies the information and analyzes other car dealerships or car brands.
In order not to lose user data, we show ads with great offers to the remarketing audience, for example:
- benefit up to 70 000 UAH.
- installment plan for a car, where one of the main attributes in the ad is the amount of the monthly payment.
In addition to the remarketing audience, it is important to attract new users. To do this, we use targeting to visitors of competitors’ sites, as well as keywords in the GDN campaign. Since they are already looking for cars, it is important to attract them with competitive prices and features that the Alfa Diamant concept dealership provides. For this segment, we used an adaptive banner for each car model where the unique characteristics of the car were written in the descriptions.
Banners were updated according to the following strategy:
- when the price of the car changed;
- when the benefit per car changed;
- new action;
- installment.
From the graph you can see that each proposal can bring a different result. For example, “ASX Benefit” received by 74% more conversions than Outlander Benefit.
Therefore, we recommend testing different offers with different products, services, etc.
Before starting work, you need to install analytics (Facebook Pixel and Google Analytics) and set up tracking of all targeted user’s actions on the site.
For each model, it is worth developing several sets of banners / videos in a selling and image style.
When launching contextual and targeted advertising, you must work for a new audience to cover new users on a regular basis. Do not forget about the retarget audience and constantly interact with them by showing profitable offers. By updating creatives, we work on brand identity and loyalty. In addition, an update is needed so that users do not burn out constantly seeing the same ads.
The main signs of audience burnout are as follows:
- Decreased CTR
- Decreased number of clicks
- Decreased number of impressions
- Decrease in conversions
- Increasing cost per click
- Increasing cost per conversion
Additionally, connect new tracking tools: for example, callback widgets. In this case, users will be able to choose the method of contacting the dealership which is the most convenient for them. During a period of change (quarantine, temporary closure of the dealership salon), it is necessary to quickly think over an innovative proposal that will facilitate the work of potential customers. Try not to waste time and notify the audience by running it in an ad. Thus, site conversions can be increased, and the audience will not be lost and will retain interest to register for a test drive or the moment of buying a car. The more channels you use to attract audience, the more likely it is that the brand will become more recognizable and the number of conversions on the site will increase.
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- Complex Digital-audit
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Standard work:
- Site audit;
- Audit of social networks;
- Analytics of user data;
- Audit of advertising campaigns in Google Ads/Facebook Ads;
- A report on the profitability of marketing channels and recommendations on how to improve the results.
The bonus you will receive:
- Recommendations on how to increase the conversion of the landing pages of the site;
- A separate team for your project;
- A rapid project launch within 3 business days.
*The price is for the agency's work, excluding the advertising budget
- Comprehensive digital-marketing
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Standard work:
- Analysis of topics, competitors and target audience;
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- Search advertising campaign;
- Contextual advertising;
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- Google Shopping + Smart;
- Creatives development from 2 sets of 10 sizes each (for Google Ads);
- Creatives development from 2 sets in 2 sizes (for Facebook Ads);
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The bonus you get:
- Setup and installation of Google Tag Manager, Enhanced E-commerce Google Analytics and Feed, to run Google product campaigns;
- 10 000 UAH to your Google Ads account (only for new accounts);
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*Price is for agency work, not including advertising budget
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You will receive a bonus:
- Setting up and installing Google Analytics;
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*The price is for the agency's work, excluding the advertising budget
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