How Dick Hannah Delights Online Auto Buyers with Personalised Search
As the largest family-owned auto dealer in their part of the Pacific Northwest across 70 years, Dick Hannah take ownership in providing the best customer experiences possible.
Their philosophy “Believe in nice” extends to their online business but a large share of their customer auto search experiences were being generated by auto sale aggregators.
Until Dick Hannah approached Longtail UX, the auto-dealers were relying heavily on auto aggregators to funnel through their new customer base. The digital team at dickhannah.com chose Longtail UX to help provide a superior search experience on their website with the idea to boost new customer acquisition, rather than relying on referrals from aggregators.
Sean McKannay, CIO of Dick Hannah Dealerships, wanted to gain new customers through search by sharing the company’s extensive inventory by every parameter; year, make, model, mileage, engine type, transmission, and more.
McKannay wanted to roll out LUX Organic in stages, serving the search needs their customers demanded most often. They worked with the Longtail UX team to review their paid search terms from the past year.
Using the LUX Algorithm, they found the 400 highest priority target searches with enough inventory and demand to justify new landing pages. The Longtail UX team then rolled out those pages, including LUX Smart Links between the pages most relevant to each other to improve page performance. Below are the landing page “before and after” snapshots for the search term, “2020 Ram 1500 Ecodiesel.”
The new landing pages created by Longtail UX returned multiple vehicles matching the search needs of the car buyer. This provides for a far better search journey for the buyer:
After, multi-product landing pages offered a far more valuable user experience, as seen for the search term, “2020 Ram 1500 Ecodiesel”.
Dick Hannah achieved rapid results with their new landing pages, first with conversion rates. Buyers who landed on Dick Hannah’s Smart Pages filled in the lead form 38% of the time, which is among the highest across their website.
Four months after the go-live date, the digital team had already hit 182% of their lead KPIs for their LUX Pages, and lead volume continues to grow 59% month-on-month.