Different Geographical Areas and Web Design
One of the most meaningful discoveries we have noted since we coined the concept of conversion rate as it pertains to web design is the considerable contrast in buying habits from one geographical area to another. Of particular interest is that his is true even while staying within the context of one kind or type of buyer.
For example, let’s say you have two groups of customers. One group is in Dallas, Texas and the other group resides in Phoenix, Arizona. Both of these groups are comprised of individuals who are sub-prime lending candidates in the $10,000 price, $250 per month payment range.
Now, let’s say these two groups have similar shopping habits, are all the same gender and all fall within the same age group. To take it one step further, all of these individuals work in a similar occupational field and all listen to the same kind of music. Wouldn’t you think that a bruised credit website that is effective in creating reach from one of these groups would be effective in reaching the other group? There was a time when I certainly would have believed that! The reality is that nothing could be farther from the truth.
If we bench marked this website using the typical visitors to sales lead conversion rates that we see today from most dealership websites and lead generation services, we might very well see a consistent level of performance in each area without taking into consideration that the bar can be set much higher.
If, however, you have created an online campaign that disseminates to one of these groups in a specific area such as Dallas, Texas, and your campaign is based on specific psychological research pertaining to Dallas’s specific marketplace and demography and then you launch the same website in the same manner, with the same advertising campaign plus or minus a couple of tweaks in Phoenix, Arizona, you will undoubtedly witness a massive disparity in success rates between the two geographic areas.
My point here is that it is astonishing how a similar group of consumers respond differently to colors, shapes, line movement, eye trail, and advertising in general based on their geographic location. In addition, when e-dealer marketing research is conducted with a focus on the dealer’s local marketplace, a remarkable and massive increase in website originated sales leads can result without an increase in the dealer’s website traffic.
If you’re a business that owns multiple locations in multiple geographic areas, this information should equip you with an extra (and powerful) tool when strategizing and planning the incorporation of your website with the marketing scheme of your individual stores.