How Automotive Marketers Can Create a Frictionless Conversion Experience

by Tess Pfeifle in Conversion Optimization

Creating a frictionless conversion experience on your landing page is the key to increasing ROAS (return on ad spend) for your automotive marketing campaigns. As automotive marketers, you want to seamlessly guide potential customers through the sales funnel, from the moment they land on your ad to the final conversion. But what tactics can you deploy to achieve better results?

To help you optimize your landing pages and achieve higher ROAS, we have distilled some critical takeaways from Driveway’s successful approach. By incorporating these tactics into your automotive-focused campaigns, you can increase conversions and create a more impactful user experience.

Three of our favorite elements of the Driveway Landing Page (and why you should add these elements to your landing pages!)

Answer Visitors’ Most Important Questions
When visitors arrive on your landing page, they’re likely going to have some immediate questions, especially in the automotive industry. For Driveway, the most common is: How does the buying/selling process work? Buying and selling cars online may seem like a daunting task and visitors may be hesitant or even distrustful. By including an FAQ section in either the hero section or directly below the fold, you can answer your visitors’ most urgent questions and continue educating and engaging with them on the page, without them leaving and disrupting the conversion experience.

Leverage Authority Logos
As mentioned above, visitors to your offer page may be hesitant or unsure of making automotive decisions online. To further build trust with them, you can include well-known partners and accreditations your automotive brand has. Driveway accomplishes this by having a dedicated section sharing the logos of CarFax, Kelley Blue Book, and the National Automobile Dealers Association. Driveway includes these logos to make the potential customer feel more confident in the decision.

Include a Sticky CTA Button
In order to encourage an automotive customer to convert or take the next step digitally, your landing page will likely require a significant amount of content to help convince. However, adding all of this detailed information can increase the scroll depth of your landing page–meaning that the CTA button at the top of the page may be forgotten by the time the user reaches the bottom. To avoid this outcome and maximize potential conversions, Driveway adds a “sticky” CTA offer in the navigation bar that travels with the visitor throughout the page. This means that whenever the user feels confident enough to take the next step in the conversion process, the button to convert is just a mouse click away, with no scrolling required.

What we would experiment with:

At Instapage, we believe that constant testing & experimentation is necessary to achieve the best landing page conversion rates. With that in mind, here are some elements we would test on the Driveway landing page:

  • A/B test the images: In the hero section, Driveway leverages its brand and includes an illustration of a car and cash. While this is an appealing, well-designed image, it doesn’t show users what to expect from their platform. We would suggest A/B testing the illustrated image hero section with an image of their platform UI instead to further build trust and give potential customers a sneak peek of what to expect.
  • Reduce the navigation menu: Earlier in this blog, we mentioned that the sticky CTA on the navigation bar was one of our favorite elements. However, the way the navigation bar is currently structured in the Hero section gives visitors the opportunity to click out of the landing page and explore other parts of the website–potentially driving visitors away from the conversion goal. We suggest simplifying the navigation bar and using just the sticky CTA as the only way to click off the page.

By incorporating the key takeaways we have distilled from Driveway’s landing page strategy, you can optimize your automotive landing pages and achieve better results!

If you’d like to explore ways you can easily implement these tactics on your landing pages, sign up for an Instapage 14-day trial and see the impact a powerful landing page platform can have on your campaigns. You can also watch the full Driveway landing page review here.

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