Bimal Auto Agency, a leading Indian automotive dealership of Maruti Suzuki in Bangalore, faced the challenge of con-verting their website into a lead generating powerhouse. With competition in the automotive retail sector fierce, the dealership realised earlier on, the significance of the internet as an important medium of marketing. The website the dealership had was however lacking in a comprehensive strategy to push itself across search engines and reach out to interested car buyers on the web. Also, due to the website’s initial ineffectiveness at attracting online traffic, it was not a substantial contributor to the dealership’s marketing initiatives. Online traffic barely trickled
in, lead capture was inconsistent and generated leads were not being qualified effectively. The overall picture of the website’s effectiveness was grim.
Eventually it became essential to analyze, discover and close the gaps in the website’s interactive design and online marketing strategy. The dealership contacted Carazoo, a Logix Division headquartered in Bangalore, to redesign the website from ground up and initiate a comprehensive online marketing strategy. The Carazoo team started off by conducting a detailed analysis of the dealer website and quickly unearthed its crucial shortcomings. An online marketing solution was drawn up to build upon the dealership’s existing marketing initiatives to help it gain market leadership.
The solution
The Carazoo team measured the website performance. This was followed by analyzing and documenting in a Website Baseline Report. This baseline document highlighted areas of concern and shaped a clear strategy with a set of recommendations for maximizing ROI on online investments. Simultaneously, the Carazoo SEO team went into action to re-design the website from ground up, making it completely SEO friendly. Carazoo web development and creative teams optimized website components including content, navigation, page structures, etc., for organic listing on the top three search engines: Google, Yahoo & MSN. The Carazoo Online Marketing Team conducted a vigorous online exercise to ensure maximum website visibility, usability, and stickiness. The “click-through experience” offered by the website was analyzed threadbare and multiple “Call to Action” strategies were incorporated into the “Persuasion Architecture” of the website, to help in the conversion of visitors to leads. This effort quickly converged into the ongoing website restructuring process in order to increase lead generation and conversion rates.
Classifieds helped extensively. A comprehensive Google Adwords campaign was unleashed to drive consistent and quality traffic to special landing pages on the newly re-designed website and were monitored and reviewed on a daily basis by the Carazoo SEO team.
Web analytics
The website was configured with an industry-leading web analytics solution, and the website was monitored and reviewed daily by the Carazoo SEO team. In the first three months, the results were drastic, positively impacting the dealership’s business.
Says Krishna Rao, General Manager, Bimal Automobiles, “We are extremely appreciative of Carzoo’s efforts in creating an effective and comprehensive online marketing strategy”. “Carazoo’s online marketing solution for our website has helped increase visitor traffic by more than 250 per cent in the first 3 months and tremendously increased the total Leads by over 400per cent”, adds Rao. “Through interactive car animations offered by Carazoo, our customers get a virtual car showroom experience on our website even without visiting our showroom”.
Website traffic increased significantly. At the end of three months, the monthly unique visitor count increased by approximately 130 per cent; total visits by 125per cent and total page views by 36per cent. The number of search engine indexed pages went up from 59 to 185 pages in Google. “Another interesting feature that Carazoo has helped us with is to provide our visitors comparison of our car models with competitor car models. It has given our car buyers an option to compare any two cars in terms of features, specifications, images, and even animations of cars”, remarks Rao. He further states, “This has helped us build trust with our potential customers as we offer them the freedom to take a wise decision. Carazoo has built a dedicated online store for us through which we are able to offer genuine accessories and other products to our customers. As an online store, it is necessary for us to ensure that our customers know exactly what they are buying and at what price.”
Organic search rankings went up and the dealership topped the local listings on Google and Yahoo with key search phrases. Top rankings in searches for specific competitive brands created improved visibility among brand shoppers. Alexa World Rank went up by 58per cent and Alexa India Rank went up by 47 per cent. Website Leads jumped 750 per cent. Online lead conversion increased from 2 per cent to 16.5 per cent and the dealership found itself selling a lot more cars in just three months’ time.
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