Automotive Landing Page Evaluation Dealer Webinar

1. October 1, 2008
Where to spend automotive marketing dollars to
increase returns?
Learn from competitors to improve landing page effectiveness
miro kazakoff jackie o’dowd
managing director senior associate
617‐933‐5615 617‐933‐5694
mkazakoff@compete.com jodowd@compete.com

2. What we’ll cover today
1. Why clickthroughs don’t tell the whole story of advertising effectiveness
2. From the ad through lead generation: the landing page
3. Some principles for effective landing pages
4. Questions and answers

3. About TNS‐Compete
We connect the dots from digital insights to marketing ROI
• The largest integrated online
consumer behavior and survey
panel in the industry
• Permission from millions of US
consumers to analyze their click‐
streams and survey responses
• Proprietary panels combined with
national ISP and ASP partnerships
• Advanced normalization and
projection methodology ensures
representativeness
• 360‐degree view of online
Compete analyzes online behavior to help marketers behavior augmented with broad
achieve brand development and sales goals portfolio of TNS capabilities

4. TNS across the globe
“We know more about the consumer than anyone else.”
• Serve global advertisers, agencies and media companies
• Comprehensive media and consumer research capabilities
• Traditional, social and digital media expertise
• World‐class network of consumer insight panels
• Knowledge across industries and disciplines Globally, we measure…
• Commitment to client results 96% of all ad expenditures
20 media across 23 countries
2 million consumers’ online behavior
70 million blogs and online forums
1 million digital TV households

5. A tale of two campaigns
Diagnosing the performance of two campaigns from at&t
‐Family Plan Campaign‐

6. A tale of two campaigns
Diagnosing the performance of two campaigns from at&t
‐Family Plan Campaign‐
‐Free Phone Campaign‐

7. Who’s the big winner?
That depends on what you measure
Landing page clickthroughs and online conversions from landing page visitors
Landing page sessions and percent of visitors who ordered a phone online, Q2 2007
2.0M
780K
at&t Family Plan at&t Free Phone

8. Who’s the big winner?
That depends on what you measure
Landing page clickthroughs and online conversions from landing page visitors
Landing page sessions and percent of visitors who ordered a phone online, Q2 2007
2.0M
6.8%
5.6%
780K
at&t Family Plan at&t Free Phone

9. “Don’t let your advertising write checks your website can’t cash”
-Avinash Kaushik
Family Plan Campaign Free Phone Campaign

10. Why dedicated landing pages work
• Smoothes the transition from publisher Free Phone Campaign
Family Plan Campaign
site to advertiser’s sites
• Messaging synchronized with
creative
• Visuals synchronized with creative
• Highlights the call to action
• Directs the user experience by limiting
paths into the site
• Integrates the advertising experience by
tying the creative experience to the
purchase /conversion experience

11. The traditional advertising approach moved online
Stimulus Exposure Response
Ad creative & Clickthrough & lead generation
media placement on the advertiser site

12. The goal of every part of the process is to move the user to the
next step
Display Advertising Landing Page Lead Generation Funnel
Stimulus Exposure Response Stimulus Exposure Response Stimulus Exposure Response
Who sees my ad? Does the experience deliver on Does the site experience of drive
• Right Sites? the promise of the ad? people to the desired lead
• Right Time? • Load time? generation activity?
• Right Audience? • Visually synchronized? • Optimized funnel?
• Consistent messaging?
What do they see? • What segments click through?
• Right creative? • Messaging to drive desired
• Right offer? action?
Desired Response Desired Response Desired Response
• Click‐through • Engage with the site • Lead Generation
• Favorable brand • Move toward (however that is
impression conversion activity measured)

13. But do I really need to care about post‐click behavior?
• Improving performance from the bottom quartile to average or best‐in‐class can
translate into a 3‐18x improvement in conversion
• Assuming no added spend, increases in conversion are direct increases to ROI
Post‐Click Through engagement rates among automotive prospects
Percentage of visitors to landing pages who used Request a Quote during the same session
Reaching Top Quartile:
3x improvement
Reaching Average:
18x improvement
Source: Compete study of Automotive Ad Campaigns 2008

14. Driving Engaged Traffic
Landing page design affects prospects behavior
1 Chevy Traverse 2 Ford Flex
3 Kia Borrego 4 Toyota Venza

15. Engagement vs. Bounce Rate
Kia Borrego had the highest bounce rate
Engagement Rates
Share of visitors continuing on site after seeing landing page (August 2008)
Click & Engage Click & Run
(Made at least one click after seeing Landing Page) (Left site directly after viewing the Landing Page)
Chevy Traverse Ford Flex Kia Borrego Toyota Venza

16. Kia’s site...still loading

17. Driving Tool Usage
Not all landing pages drive equal amounts of traffic to online tools
1 Hyundai 2 Infiniti
3 Toyota 4 Volkswagen

18. Toyota drove the least amount of traffic to BYO from the sales
event page
Same Session Build Your Own Vehicle Usage
Percent of landing page visitors who used ‘Build Your Own’ during same session (August 2008)
Build Your Own
Hyundai Infiniti Toyota Volkswagen

19. Landing Page design can affect your prospects behavior
Hyundai, Infiniti and VW prominently displayed tools and let the prospect drive

20. Ease of navigation is key
Toyota’s sales event page did not have a direct link to BYO

21. Consumer behavior is often counter intuitive
Visually Engaging, Image Heavy Landing Pages Just Text
1 Chevy Cobalt 2 Chevy Silverado 4 Find a Dealer
3 Ford Edge

22. Locate a Dealer had the highest engagement rates
Highest percentages of users clicking further and requesting a quote
Engagement Rates
Percentage of visitors that clicked further into the site and requested a quote (July 2008)
Click & Engage Requested a Quote
(Made at least one click after seeing Landing Page) (Visited the ‘Request a Quote’ page
during the same session) 79%
74% 3.4%
69% 68%
2.5%
2.2%
1.7%
Chevy Cobalt Chevy Silverado Ford Edge Locate a Dealer

23. Insight + Testing = $
How one client improved conversion by 57%
Client business challenge / opportunity
• Client had Industry leading conversion rates, and
wasn’t sure what alternate approaches to consider
• Competitors consistently used different landing page
experiences than the client
TNS approach and analysis
• Measured performance of competitors’ online
engagement and conversion as well as offline impact
measures such as retail store finder
• Recommended improved post‐click flow to optimize
conversion
Client business results
• Client tested three landing page variations based on
our recommendation
57% increase in landing
page conversion
• The recommended approach showed 57% lift in overall
landing page conversion compared to control groups
• All their handset landing pages now follow this model,
creating the opportunity for a several million dollar
increase in online sourced sales

24. What can we take‐away right now?!?
More than two years working on landing pages and five years on funnel effectiveness
1. Dedicated Landing Pages work
Synchronizing the site experience with the advertising experience and limiting the paths from the
landing page drives lead generation
2. Don’t get between your customer and the activity you are trying to encourage
Never forget the basics, only insert steps between your consumer and the action you want them
to take if those steps help drive engagement
3. Optimizing the post‐click experience is the fastest way to boost ROI
The customers most likely to take the next step are the ones that have already taken the first step
4. Your competitors know something you don’t
Even if it is to never, ever try what they are trying
5. Every other rule is only true for ~6‐12 months
Keep your eye on the horizon at all times. As the market changes, so do the experiences
consumers respond to

25. What tools are available to help me?
Your first resource for industry benchmarks and competitive intelligence
• Daily reporting on the top 1 million domains in the US
• Traffic and engagement metrics including visitor counts, engagement, search performance

26. TNS’ Digital Media Effectiveness product suite
The most complete picture of your online media effectiveness
An integrated approach to measuring and
Increasing the ROI on your online advertising
Stradegy & Evaliant™ AdEval™ Landing Page
Track competitive campaigns Identify which consumers are Effectiveness™
& media spend by detailed exposed to your ads and the Maximize campaign
brand, media and creative business impact through effectiveness with insights
breakdowns integrated cookie & panel from specific, competitor
tracking campaigns

27. A next step for today’s webinar participants…
Email Compete by Friday, October 10th,
with a competitive campaign (landing
page URL, screenshot and ad creative)
and we will provide you with a FREE
competitive assessment.*
lpe@compete.com
We’ll help you benchmark your advertising
and landing pages against a key competitor:
• How many people viewed the landing page;
• How engaged were then in the landing page experience;
• What domains referred visitors – and where they went next.
*Traffic permitting

28. Thank you.
Q&A
lpe@compete.com
jodowd@compete.com