How I used value-driven messaging to increase landing page conversions by 3x
Landing page case study for a car salesman
At Three Times, we focus on building effective web development solutions to help our customers reach their target audience effectively.
This week we helped a car salesman bring his services to a website so he can deliver a personalized and online car buying experience to his clients — all handled without them having to go into the dealership.
We also streamlined his sales process, automating 75% of the manual workload by using Google Sheets, Calendly, and Mailchimp, combined together with Zapier. Read about how we did that in Part 2! (Coming Soon)
Project Objective
- To build a landing page that highlights the convenience of working with the car salesman without having to step foot into a car dealership
- To completely automate the car sales process and bring it online
Requirements
- Brand messaging has to be approachable and genuine
- The website design has to look modern
- There has to be genuine social proof to build trust
Project Prep
The more research you do on the customer you are targeting, the better the copywriting will be. We pick a very specific target customer so that we can learn what their values are, the things they say, and the type of experience they expect.
Target Customer
- A blue-collar family person living in Windsor.
What the target customer is saying
- I don’t want to spend my day commuting and doing paperwork at the dealership.
- I don’t want to have to skip a day at work.
- I would rather not go visit a dealership because of COVID-19.
Learn what customers like/dislike about the competition
Yelp is a great place to see how satisfied your target customer is with your competitor’s services.
Let’s get building!
Brand Messaging
It’s not only what you say but how you say it that also counts. This is why we employ value-based messaging in our copywriting.
Value-based messaging is understanding your customer, the pain they’re dealing with, and offering the simplest solution to alleviate that pain.
To the layman, it might seem like we’re selling a shiny car. That’s not true. What we are really selling are all the fun times they will have with their family because of the car — long road trips, soccer practices, dance lessons. And that is invaluable.
Landing Page
Let’s see how each of our landing page sections deliver value to the customer.
Hero Section — Capture your visitor’s attention
No one wants to sit in a car dealership. I mean that’s why we all order from Amazon instead of going to the nearest Walmart right? Our customer values family time so we need to craft our message in a way that makes them go — “finally someone who understands.”
The value prop is very clear — let me help you find a car while you enjoy quality time with your family.
Understanding the customer and giving them what THEY want is key to grabbing attention in the hero section.
Services — Give them what they want
If you make the services you offer easy to understand, people +listen.
Word mumbo-jumbo only looks good in a college thesis. Don’t put it on a landing page.
Real Customers — Show social proof
Images work. Even the ones taken on a 2011 Nokia camera phone. Alright, maybe not those.
Include examples of your past satisfied customers. It creates trust with new visitors and they can envision themselves being happy with your service in the future, as are the people in the images.
Call To Action — Invite them to take the first step
Don’t sell the car, sell the experience that comes with buying a new car.
And that’s it! Now go out and experiment. Run A/B tests and see what works best for you.
Find me on Twitter and let’s have a chat :)
