Why You Should Use Only Three Homepage Banners - AutoSuccessOnline

Why You Should Use Only Three Homepage Banners

Dealers use homepage banners as a main way to let car shoppers know about their deals and specials. While there is some value to them, too many general managers create and place far too many on their site.

Dealers use homepage banners as a main way to let car shoppers know about their deals and specials. While there is some value to them, too many general managers create and place far too many on their site.

You might be one of them, and that’s OK — digital marketing and the way consumers behave is always changing. Plus, there are plenty of reasons to put a half a dozen up:

● Advertising monthly specials

● Advertising Dealership events

● Using them because of their high visibility

● Branding opportunities, etc.

Still, just because they can help spell out your discounts or can be seen front-and-center, it does not mean that all of them are worth the effort.

Here’s a Breakdown of What the Numbers Tell Us

In a recent study, 24 dealerships had their banners tested for click-through rate (CTR). Here are the results:

Nearly 50 percent clicked on the main navigation.
Only about 30 percent clicked on the search widget.
Just 6 percent clicked on homepage banners

That’s about one out of every 20 people who landed on their homepage clicked on the homepage banner. Yes, that person could turn into a shopper, but there’s more.

When looking at that one out of 20, here is the breakdown of which banner this person clicked on:

● 45 percent — First Banner

● 26 percent — Second Banner

● 14 percent — Third Banner

● 9 percent — Fourth Banner

So How Do We Use This Information?

We now know that only 6 percent of people who visit a dealership’s Website click on homepage banners. And, out of that fraction, the first and second banners get the vast majority of the clicks (71 percent). So, with all that you or your agency partner is doing to keep your digital marketing strategy going, is it really worth the time and resources to create a dozen banners?

This is why we recommend that you create and place no more than three homepage banners.

What do you think?

You May Also Like

Unlock New Customers Using Cloud-Based Digitized Auto Lending

Today’s consumers don’t necessarily compare different lenders or dealers anymore; they compare experiences.

By Will Holleman, sales director, auto verification services on the Equifax Workforce Solutions automotive team

In a recent survey1, nearly 40% of dealers said they still are not investing in more digital resources for their retail and lending processes. Of these groups, approximately 31% said they don’t have the resources to invest more, 40% said they do not feel comfortable with the technology and 29% said they are actually comfortable with the digital business they’re currently getting.

Retain Staff with Career Development Training

If you are serious about recruiting top talent and improving employee retention, create a career development program.

Does Embedded Auto Insurance Impact Customer Spend at the Dealership?

Insurance marketplaces incorporated within the car-buying experience present buyers with competitive pricing.

An Unlimited Source for Pre-Owned Inventory: The Service Drive

Why are used vehicles in higher demand than other pre-owned vehicles in the market?

An Unlimited Source for Pre-Owned Inventory: The Service Drive
Don’t Let Stubborn Economic Beliefs Drive Your Advertising Strategy This Time

The advertising industry is smarter and more competitive these days. Dealers need a trusted advisor to navigate and succeed in this complex environment.

Other Posts

Digital Air Strike Strategically Rebrands to DAS Technology

The new name reflects the company’s expanded CDXP technology solutions and unique capabilities across four divisions.

Executive Spotlight with Matthew Davis of TradePending

Matthew discusses going back to basics to acquire cars, email marketing and ways to convert more web traffic into trade leads.

The Game Plan Has Changed

Winning consistently never happens by accident; it’s time to focus on the fundamentals and get your game plan in order.

Keep the Spark with Curb Appeal

When inventory levels improve, the dealerships that lost the spark of what makes buying a car exciting are going to suffer.