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Case study: Landing Pages Personalization by Sales Rep!

Conversion rate optimisation for most companies is the real nightmare! How to increase conversion rate? What can be done to get more leads? Check our case study and learn how local automotive dealer get more leads with one simple trick!

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A common question is whether personalization works when you don’t necessarily have data about your prospective buyers. This was the case for Toyota Dobrygowski: an automotive dealer operating in Poland.

The company’s traffic sources were diverse, their marketing strategy – complex, and their experience with landing pages – low. As a result, they decided to give personalization a whirl without segmenting potential customers. Instead, they created 5 landing pages personalised for the dealers working for the company.

Case study: Landing Pages Personalization by Sales Rep!
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With these pages, the focus was on adding a “human touch” in the form of a hero shot and a real-life employee of the business. There aren’t stock photos; these are actual images of Toyota Dobrygowski’s staff. The button is always located center, immediately in front of the shots, to emphasize rel...

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With these pages, the focus was on adding a “human touch” in the form of a hero shot and a real-life employee of the business. There aren’t stock photos; these are actual images of Toyota Dobrygowski’s staff. The button is always located center, immediately in front of the shots, to emphasize relationships and not just products.

One thing the Case Study showed is that smiling women do indeed convert better than men. We tried all kinds of tweaks, but the ladies’ photos consistently performed better than the gents’.

The second and most important thing we learned is that this kind of personalization can improve sales. Consumers reported enjoying the experience of speaking to the same person they saw online in person or on the phone. On their side, Toyoda Dobrygowski confirmed that their sales went up when they started using these pages – even as the rest of the marketing mix stayed the same.

This case study is interesting for marketers who can’t, or won’t, segment their customers. If you don’t have enough data, time or resources to make landing pages targeted at your customers, you can still add a touch of brand-side personalization – and see results.

It’s also interesting to see how a traditionally offline business, like this Toyota dealership, can see a real uptick in sales and profits with personalised landers

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Published by Landingi Sp. z o.o on 5 Jun 2017

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Landingi Sp. z o.o

https://landingi.com
T: +48 501 473 029

Address
Witkiewicza 6
Gliwice
44-100
Poland
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Landingi Sp. z o.o

https://landingi.com
T: +48 501 473 029

Address
Witkiewicza 6
Gliwice
44-100
Poland
View map

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