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Uploaded byJames Fabin
ContentStrategy-CDK
This document provides recommendations for optimizing a dealership's content strategy across different devices. It discusses testing content placements and messaging alignments with dealer volunteers. Key findings include identifying the "sweet spot" on pages that receives 90% of clicks, combining related content, and designing content that scales effectively on mobile. The recommendations emphasize aligning content with the dealership's overall marketing strategy, leveraging the sweet spot, removing distracting elements, and testing the site from a consumer's perspective across devices.
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ContentStrategy-CDK
- 1. Get Creative WithYour Content Strategy James Fabin
- 2. “Half the moneyI spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker
- 3. Page 3 The OldMethods
- 4.
- 5. Page 5 We WantedTo Know • Where shoppers are clicking • Where shoppers point their mice • How far shoppers scroll down the page • How shoppers react to different content, images and messaging • How content placement impacts shoppers • How shoppers use different devices (Tablets, Mobile, PC)
- 6. Page 6 We WorkedWith Dealers • Dealer Design Program • Over 40 dealer volunteers • Dealers gave full site control (they still oversaw specials, etc.) • Measured shopper activity on the sites to benchmark • Theorized on changes to drive engagement • Implemented changes and measured consumer interaction
- 7. Page 7 We Discovered •There are five universal dealership marketing strategies • Shopper expectations and set before they visit your website based on how your strategy is conveyed in your marketing material • Every page has a “sweet spot” and it’s size and location varies by page • The layout of your content within the sweet spot is critical to driving engagement & conversion • If you optimize visuals for mobile they will work across all other devices
- 8. Page 8 The FiveUniversal Dealership Strategies • Inventory/Model Focused • Promotion Focused • Multiple Profit Centers • Customer Loyalty/Dealer Brand • Franchise Focused
- 9. Page 9 What YouCan Do Align your homepage content and messaging with your strategy. For example, dealers who are promotion focused should present website visitors with promotional offers. Promotion Aligned Not Promotion Aligned Increase in engagement with the homepage hero image when aligned with strategy: 170%
- 10. Page 10 The SweetSpot The Sweet Spot 90% Of web page clicks happen within the sweet spot of each page.
- 11. Page 11 The SweetSpot Varies By Page The Sweet Spot is large on a VDP Shoppers will scroll even more to learn more about a vehicle.
- 12. Page 12 What YouCan Do – Leverage The Sweet Spot Put the most important content here Align with your strategy Put secondary content outside of it and assume few will see it Engagement with vehicle specials increase when placed within the sweet spot: 300%
- 13. Page 13 Combine LikeContent
- 14. Page 14 What YouCan Do Group related content together to create flow For example a strong promotion to new specials, to used specials, to service specials
- 15. Page 15 Content “AtA Glance”
- 16. Page 16 Consider TheConsumers Objective
- 17. Page 17 What YouCan Do – Remove Detractors
- 18. Page 18 Todays ConsumersAre Multi-Device
- 19. Page 19 Content MustScale Messaging must be simple, clear, concise and easy to scan. Select font sizes that remain legible when the asset is scaled down to mobile screens. The same asset is scaled down to display on mobile devices On desktop images are large…
- 20. Page 20 Busy MobileSites Drive Consumers Away This Works • Simple, clear, concise message • Large and clear fonts • Fonts contrast with background • Easy to read font types This Doesn’t Work • Too many words • Too many font sizes • Fonts are too small • Hard to read on background
- 21. Page 21 Hero ImageBest Practices For Multi-Device • Have a succinct marketing message • Use large images, large fonts and few words to convey one simple message that supports the Digital Marketing Strategy. • On average an 85% drop off on click through rates exists after the second image for hero that rotates. Provide your consumers with a meaningful experience by keeping the number of images below five. • During the creation of hero images avoid embedding text. Use your website platform’s text overlay feature for adding text. • Disable auto-rotation
- 22. Page 22 Look AtYour Site Like A Consumer Take the time to check your site on different devices to make certain your message is clear and the experience is positive.
- 23. Page 23 Let’s Review •Identify your dealership strategy • Leverage the sweet spot – 90% of clicks happen here • Combine like content to create flow • Define “at a glance” content • Consider the consumer’s objective • Think small to support all screen sizes
Editor's Notes
- #3 We’ve all heard this famous quote from John Wanamaker. What if I told you that half of the content on your website is not performing, and that I could show you which half - Would you want to know? Of course you would. And what if I could also tell you that by moving something up, down, left or right you could see higher engagement and drive more shoppers to your dealership? Would that be of interest to you?
- #4 The old method for figuring out what content on your website was working for you was to do {CLICK} Usability Testing and Focus Groups , that’s very expensive and time consuming, Or {CLICK} put on your analytics hat and dive into your website reports. Interesting if you’re a numbers person, but not much fun if you’re not. And both of these methods have limitations – they really can’t tell you how your website is performing based on where the buttons, images and forms are located on the page.
- #5 Thank goodness for progress! A lot of third party developers have been creating tools that can help you see where consumers are clicking and scrolling on your website, but these tools are really limited in the data they collect and can still be hard to use. For this reason, we worked side by side with dealers to build an even smarter and more powerful tool. We call it {CLICK} the Engagement Map. This tool measures {CLICK} Clicks, Hover and Viewable.
- #6 This powerful new tool shows us: Where shoppers are clicking – even if it’s on something that isn’t clickable. Where shoppers point their mouse – did you know most shoppers actually “read” with their mouse? As well as scrolling and what parts of a web page are in view. Wouldn’t it be nice to know if shoppers are seeing that banner you added to your home page promoting your new service facility? We took a deep look at how shoppers react to different content, images and messaging. We also looked at how placement of that content impacts shoppers.
- #7 40+ Dealers – different strategies…aligned their strategies and measured. We had some assumptions… some were correct, some weren’t. Same with dealers. Part of our Dealer Design Program… we had full control (they still did their specials, etc.) of the sites, and made adjustments that improved performance immediately.
- #8 We used this tool across thousands of sites and made a lot of great discoveries. We discovered: There are five universal dealership strategies Shopper expectations and behaviors are based on your dealership strategy Every page has a “sweet spot” The layout of your content within the sweet spot is critical to driving conversion
- #9 REMEMBER: THEY’RE ALREADY ON YOUR SITE! It all starts with your dealership strategy. The five universal dealership strategies are: {CLICK FOR EACH BULLET} Inventory/Model Focused. It’s mostly about the vehicles - you promote your inventory or specialize in a particular model. Promotion Focused. It’s mostly about the deals, specials and offers. Multiple Profit Centers. You balance driving consumers to different profit centers. Customer Loyalty/Dealer Brand. You promote your focus on customers, great reviews, repeat buyers and community support and build your brand. Franchise Focused. You closely follow the OEM strategy, focusing on the vehicles and events it focuses on.
- #10 What we learned is that your shoppers have expectations based on your dealerships strategy. They have heard your radio ads, seen your newspaper ads, and even your TV commercials.
- #11 We’ve all heard the old saying “keep it above the fold”. The fold has become extinct – with computers, laptops, tablets and mobile devices we now have “The Sweet Spot”. Take a look at this web page – where do you think the sweet spot is? {Ask a couple people in the audience} {CLICK} This is the sweet spot. Consumers spend a lot of time on this area of a page. This is where the most important content HAS to be. Anything outside of this area accounts for less than 10% of a total pages clicks. {CLICK} Notice that it starts with the Nav bar. You may not realize it, but the first thing most shoppers do when they hit a web page is scroll down a little bit. The ignore the header unless they can’t find what they want down below or need a phone number. And I bet all of you do this to when you’re out looking on Amazon, Expedia, Best Buy or other websites.
- #12 Now there are exceptions – the sweet spot on a vehicle search results page and vehicle details page is much larger, but in general this is the area where your website is getting the vast majority of it’s clicks.
- #13 So how do you leverage the sweet spot? Easy – pretend that this area is all that a shopper would see when they visit a page and put the most important content content here. The content that is here must also align with your strategy. If you’re Promotion focused and known for your great deals, make sure I see those in this area when I visit your homepage. As a shopper my expectations are to see your specials and to be able to easily get to your inventory. A Promotion focused dealer shouldn’t be heavily promoting their hours, directions, customer service awards or free appraisals in this area.
- #14 We’ve all seen things like this in real life. Two things that don’t belong together, together. Here we have a billboard about childhood diabetes right next to a McDonalds ad. It may just be my opinion, but I don’t think the smiling kid is helping McDonalds sell for fast food. THESE NOT ONLY BECOME NEUTRAL; THEY CAN BECOME NEGATIVE. And let’s be far to McDonalds – even their biggest competitor has the same challenge! {CLICK}
- #15 This same thing can happen with the content on your website. Grouping like content together will make it easier for the shopper to access the information they really need and help amplify the results. For Example: Social Media content should be combined with your reviews since they have similar purposes. You shouldn’t have a banner about Recall information next to something highlighting the reliability of your vehicles. Take a look at the content on your homepage and ask yourself if the each item compliments the content around it – there should be a flow as you go from item to item.
- #16 Before you ask – YES, this is a real website. I took this screen grab last week and I’m sure the site still looks just like this today. I like this site because it is an extreme example of visual overload. We have loud colors, I’m not sure what that chicken is doing on the page, and I love this messaging: “I lease cheap new cars” – forget about quality. Our research has shown that shoppers are spending even less time looking for the right content on your website. If they don’t find it in the sweet spot, some will scroll down, but most will either go to your navigation or leave the site. All of the content on your web site should be absorbable at a glance, this means less is more and directive content, that’s content that TELLS the customer what to do in just a few short word. If you’re dealership strategy is Promotion Focused, a shopper should know within just a few seconds that you offer great deals. Don’t make them hunt for what they need and wonder what they should do. Shoppers are also not reading much – keep your messaging short and to the point.
- #17 In any kind of advertising, you want to consider the audience. For your web site, the audience is the consumer – it’s not the staff at the dealership. The engagement map tool has shown us that sites built on “dealer-speak” or with unrelated “lead generators” confuse shoppers and drive them away. Think of the activities the consumer is trying to do on your website: Find a new car, find a used car, learn about special offers, setup a service appointment, get pre-approved for financing, get trade-in value, etc. For example, on the Vehicle Search Results page we see less than .7% of clicks on links to “Value your trade”, “Check Your Credit” or other actions that are NOT related to finding a vehicle. This type of content is taking up space in the sweet spot, pushing down the good content the shopper is looking for, and not converting. Here is an example of this type of link performing “really well”. It will take 150 visitors to get 1 click on this banner, and what percentage of those clicks will actually complete the trade in form? Even if it was 10% I would need 1500 visitors to get 1 “lead” from that form. It’s not worth making the website experience less than perfect for so many to try and get 1 lead – bring up the real content and generate more leads naturally.
- #18 Remove anything that distracts the customer from completing their task.
- #19 Today’s consumers are using a variety of devices and doing more with those devices and we have to make sure the content created for your website works across all these devices. Let’s take a look at how to think multi-device with the homepage hero image – an important element of nearly every dealers website.
- #20 When we look at those hero images on a mobile device, any problems are amplified. Check out your content on a mobile device to make sure it’s understandable, eye catching, and easy to read.
- #21 When we look at those hero images on a mobile device, any problems are amplified. Check out your content on a mobile device to make sure it’s understandable, eye catching, and easy to read.
- #23 Always take a few moments to look at your site like a customer. Anyone see a problem with this Starbucks Van? My gut tells me this isn’t the message Starbucks wants to get across. Not thinking of how consumers use your site and the devices they will use can drive shoppers away.
- #25 Let’s look at some examples of how you can used one of the five universal dealer strategies to create eye catching and compelling hero images that work across all devices. CTA (Call to Action)