Upload
ralph-paglia
View
1.572
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Automotive Landing Page Evaluation Dealer Webinar
Citation preview
Where to spend automotive marketing dollars to increase returns?Learn from competitors to improve landing page effectiveness
miro kazakoff jackie o’dowdmanaging director senior associate617‐933‐5615 617‐933‐[email protected] [email protected]
October 1, 2008
What we’ll cover today
1. Why clickthroughs don’t tell the whole story of advertising effectiveness
2. From the ad through lead generation: the landing page
3. Some principles for effective landing pages
4. Questions and answers
About TNS‐CompeteWe connect the dots from digital insights to marketing ROI
• The largest integrated online consumer behavior and survey panel in the industry
• Permission from millions of US consumers to analyze their click‐streams and survey responses
• Proprietary panels combined with national ISP and ASP partnerships
• Advanced normalization and projection methodology ensures representativeness
• 360‐degree view of online behavior augmented with broad portfolio of TNS capabilities
Compete analyzes online behavior to help marketers achieve brand development and sales goals
TNS across the globe“We know more about the consumer than anyone else.”
Globally, we measure…
96% of all ad expenditures
20 media across 23 countries
2 million consumers’ online behavior
70 million blogs and online forums
1 million digital TV households
• Serve global advertisers, agencies and media companies
• Comprehensive media and consumer research capabilities
• Traditional, social and digital media expertise
• World‐class network of consumer insight panels
• Knowledge across industries and disciplines
• Commitment to client results
A tale of two campaignsDiagnosing the performance of two campaigns from at&t
‐Family Plan Campaign‐
A tale of two campaignsDiagnosing the performance of two campaigns from at&t
‐Family Plan Campaign‐
‐Free Phone Campaign‐
Who’s the big winner?That depends on what you measure
Landing page clickthroughs and online conversions from landing page visitorsLanding page sessions and percent of visitors who ordered a phone online, Q2 2007
at&t Family Plan at&t Free Phone
2.0M
780K
Who’s the big winner?That depends on what you measure
Landing page clickthroughs and online conversions from landing page visitorsLanding page sessions and percent of visitors who ordered a phone online, Q2 2007
at&t Family Plan at&t Free Phone
2.0M
780K
5.6%
6.8%
“Don’t let your advertising write checks your website can’t cash”-Avinash Kaushik
Family Plan Campaign Free Phone Campaign
Why dedicated landing pages work
Family Plan Campaign Free Phone Campaign• Smoothes the transition from publisher site to advertiser’s sites
• Messaging synchronized with creative
• Visuals synchronized with creative
• Highlights the call to action
• Directs the user experience by limiting paths into the site
• Integrates the advertising experience by tying the creative experience to the purchase /conversion experience
The traditional advertising approach moved online
Ad creative & media placement
Stimulus ResponseExposure
Clickthrough & lead generation on the advertiser site
The goal of every part of the process is to move the user to the next step
Stimulus Exposure Response Stimulus Exposure Response Stimulus Exposure Response
Display Advertising Landing Page Lead Generation Funnel
Who sees my ad?• Right Sites?• Right Time?• Right Audience?
What do they see?• Right creative?• Right offer?
Does the experience deliver on the promise of the ad?
• Load time?• Visually synchronized?• Consistent messaging?• What segments click through?• Messaging to drive desired
action?
Does the site experience of drive people to the desired lead generation activity?
• Optimized funnel?
Desired Response• Click‐through• Favorable brand impression
Desired Response• Engage with the site• Move toward conversion activity
Desired Response• Lead Generation (however that is measured)
But do I really need to care about post‐click behavior?
Post‐Click Through engagement rates among automotive prospectsPercentage of visitors to landing pages who used Request a Quote during the same session
• Improving performance from the bottom quartile to average or best‐in‐class can translate into a 3‐18x improvement in conversion
• Assuming no added spend, increases in conversion are direct increases to ROI
Source: Compete study of Automotive Ad Campaigns 2008
Reaching Average:18x improvement
Reaching Top Quartile: 3x improvement
Toyota Venza
Driving Engaged TrafficLanding page design affects prospects behavior
Chevy Traverse1 Ford Flex2
3 Kia Borrego 4
Engagement vs. Bounce RateKia Borrego had the highest bounce rate
Engagement RatesShare of visitors continuing on site after seeing landing page (August 2008)
Ford Flex Toyota Venza
Click & Engage(Made at least one click after seeing Landing Page)
Click & Run(Left site directly after viewing the Landing Page)
Chevy Traverse Kia Borrego
Kia’s site...still loading
Volkswagen
Driving Tool UsageNot all landing pages drive equal amounts of traffic to online tools
Hyundai1 Infiniti2
3 Toyota 4
Toyota drove the least amount of traffic to BYO from the sales event page
Same Session Build Your Own Vehicle UsagePercent of landing page visitors who used ‘Build Your Own’ during same session (August 2008)
Hyundai Toyota
Build Your Own
Volkswagen Infiniti
Landing Page design can affect your prospects behaviorHyundai, Infiniti and VW prominently displayed tools and let the prospect drive
Ease of navigation is keyToyota’s sales event page did not have a direct link to BYO
Consumer behavior is often counter intuitive
Chevy Cobalt
Visually Engaging, Image Heavy Landing Pages
1 Chevy Silverado2
3 Ford Edge
Just Text
Find a Dealer4
Locate a Dealer had the highest engagement ratesHighest percentages of users clicking further and requesting a quote
Engagement RatesPercentage of visitors that clicked further into the site and requested a quote (July 2008)
1.7%
2.5%2.2%
3.4%74%69% 68%
79%
Chevy Cobalt Chevy Silverado Ford Edge Locate a Dealer
Click & Engage(Made at least one click after seeing Landing Page)
Requested a Quote(Visited the ‘Request a Quote’ page during the same session)
Insight + Testing = $How one client improved conversion by 57%
Client business challenge / opportunity• Client had Industry leading conversion rates, and
wasn’t sure what alternate approaches to consider• Competitors consistently used different landing page
experiences than the client
TNS approach and analysis• Measured performance of competitors’ online
engagement and conversion as well as offline impact measures such as retail store finder
• Recommended improved post‐click flow to optimize conversion
Client business results• Client tested three landing page variations based on
our recommendation• The recommended approach showed 57% lift in overall
landing page conversion compared to control groups• All their handset landing pages now follow this model,
creating the opportunity for a several million dollar increase in online sourced sales
increase in landing page conversion57%
1. Dedicated Landing Pages workSynchronizing the site experience with the advertising experience and limiting the paths from the landing page drives lead generation
2. Don’t get between your customer and the activity you are trying to encourageNever forget the basics, only insert steps between your consumer and the action you want them to take if those steps help drive engagement
3. Optimizing the post‐click experience is the fastest way to boost ROIThe customers most likely to take the next step are the ones that have already taken the first step
4. Your competitors know something you don’tEven if it is to never, ever try what they are trying
5. Every other rule is only true for ~6‐12 monthsKeep your eye on the horizon at all times. As the market changes, so do the experiences consumers respond to
What can we take‐away right now?!?More than two years working on landing pages and five years on funnel effectiveness
What tools are available to help me?
Your first resource for industry benchmarks and competitive intelligence• Daily reporting on the top 1 million domains in the US
• Traffic and engagement metrics including visitor counts, engagement, search performance
TNS’ Digital Media Effectiveness product suiteThe most complete picture of your online media effectiveness
Landing Page Effectiveness™
Maximize campaign effectiveness with insights from specific, competitor campaigns
Stradegy & Evaliant™
Track competitive campaigns & media spend by detailed brand, media and creative breakdowns
AdEval™
Identify which consumers are exposed to your ads and the business impact through integrated cookie & panel tracking
An integrated approach to measuring and Increasing the ROI on your online advertising
A next step for today’s webinar participants…
We’ll help you benchmark your advertising and landing pages against a key competitor:• How many people viewed the landing page;• How engaged were then in the landing page experience;• What domains referred visitors – and where they went next.
Email Compete by Friday, October 10th, with a competitive campaign (landing page URL, screenshot and ad creative) and we will provide you with a FREE competitive assessment.*
*Traffic permitting