Automotive Digital Marketing

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Here's What Our Data Proves About Homepage Banners

Here’s the deal. Homepage banners do have value. I’m not here to tell you otherwise. They are a great way to communicate your deals to car shoppers.

Many dealerships, however, place far too much value in creating many banners — instead of focusing on the most compelling messages.

It could be that you lead or work at one of them. That’s okay. Digital marketing and the way consumers behave are always changing. Plus, you have a lot of monthly specials and dealership events going on. Even better: banners are visible and can be branded.

But visibility and branding do not mean that a dozen banners are worth the effort.

Here’s What the Data Tells Us.

We tested the click-through rate of banners for 24 dealerships. Here are the results of the website visitors:

  1. Almost 50% clicked the main navigation.
  2. Around 30% clicked on the search widget.
  3. Only 6% clicked on the homepage banners.

So only 1 out of 20 website visitors who landed on the dealerships’ homepage clicked on the homepage banner. Yes, that one person could buy a car, but there’s more to this.

Here’s the breakdown of what banner on the homepage that 1 out of 20 clicked on:

  • Banner 1 — 45%
  • Banner 2 — 26%
  • Banner 3 — 14%
  • Banner 4 — 9%

So What Does This Mean?

We now know that only 6% of people who visited those 24 dealership websites clicked on a homepage banner. Of that fraction, the first and second banners received 71% of the clicks. If you add on the third banner, that percentage rises to 85%.

We recommend that you strategically create no more than 3 homepage banners with compelling messages. This will save you or your agency partner a lot of time and resources that could be spent on other strategies to keep driving traffic, leads, and sales.

What do you think?

If you want more insights like this, visit our blog: http://bit.ly/1YN0SGH

Views: 207

Tags: banners, digital, marketing, research, strategies

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