Dick Hannah

How Dick Hannah Delights Online Auto Buyers with Personalised Search

Dick Hannah


Auto sales

Paid search

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Leads KPI achieved.
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Landing page conversion rate.
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Month-on-Month leads growth.


Dick Hannah Logo

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.


Dick Hannah Dealerships Homepage

The challenge

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. 

Our solution

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.”

Dick Hannah Dealerships Product page

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: 

Dick Hannah Dealerships Homepage

After, multi-product landing pages offered a far more valuable user experience, as seen for the search term, “2020 Ram 1500 Ecodiesel”. 

The results

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.

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Why clients love us

“We started working with Longtail UX with the goal to attract more new customers to our site and significantly increase revenue through our online channel. Since launching in November 2020, LUX has become a valuable asset to our online marketing strategy. Their dedicated teams are transparent, highly communicative and laser-focused on achieving our particular goals. Within a month from launch, we saw incredible results, which is a testament to their hard work and ability.”
Jadon Stewart
SEO Strategy Lead
“Longtail UX delivered strong results with increased organic traffic (+230%)and revenue (+152%)since implementation. The key to this success has been the performance of non-branded terms [where] we weren’t necessarily competitive previously.”
Roy Ripepi
Digital Marketing Manager
“Customers are going to expect a shopping experience that is highly personalised, that gives them all the information they need, and that’s super-convenient.”
Kate Morris
“We are extremely happy with the results that we got by working with Longtail UX in our marketplace in Mexico. The results are great because of the impressive teamwork and coordination between the local team in Mexico and the Longtail UX team, which has been proactive and very responsive with our requests. Definitely recommend their services!”
Paloma González Martínez
Chief Data Officer
“F***ing great!”
Mariano Favia
Head of Marketing