Case Study

Dealership

Henson Brand

Type of dealership

Auto Group

Market

Texas

Inventory size

300 cars (2022)

Logo dealer
Dealership Image
Logo dealer

From Facebook to dealership website to car sales

321 Ignition is the No. 1 mobile-first website provider for automotive and RV dealers. 321 Ignition recognizes the path that today’s consumers follow on their shopping journey. The company’s mobile-first – instead of mobile-responsive - website provides a friction-less user experience that produces higher sales conversion rates and improved ROI on a dealer’s marketing spend. 321 Ignition is the link between Facebook campaigns and more sales leads for your dealership.

Situation:

50% of Henson Brand’s website traffic comes from Facebook, and 90% of that traffic is from a mobile device. The auto dealer wanted to ensure it matched the mobile-first experience of Facebook with a mobile-first experience on its website to reduce the number of visitors leaving the website without becoming a hard sales lead.

What happened:

In 2020, Henson Brand’s website generated 2,436 total sales leads, but in 2021 its website generated 8,652 total sales leads. The increase in lead volume was 255%, and 71% of that was from Facebook traffic. Henson Brand is now the No. 1-viewed dealership in the nation and on average sells 300 cars a month in a town of 5,000 people.

How they did it:

In January 2021, Henson Brand upgraded from mobile-responsive to a mobile-first website and launched a Facebook Giveaway campaign. Its website visitor to lead conversion rate increased by 178%, nearly three times more than the previous website provider, and generated 8,652 leads and 29,300 double opt-in emails and SMS marketing leads.

Mobile is where the action is

Extracting the most value out of every cost center – including marketing – is vital to a dealership’s survival, much less its long-term success. Progressive dealers understand the importance of having an online presence in their marketing efforts.

  • 78% of car buyers make their buying decisions completely online
  • 70% of automobile buyers do their research and shopping on a mobile device
  • 94% of Facebook and Instagram users access those apps exclusively on mobile

Website traffic needs to be converted into solid leads and completed sales. The friction point for many dealers, however, *is* their website, which most likely is a relic designed before mobile devices became ubiquitous.


Image Quote

"If you had salespeople who couldn't close deals and sell cars, you'd find different salespeople. If car shoppers are visiting your website and the website can't convert them into solid leads, why are you sticking with the same website?"

Eric Barbosa, Operating Partner – Henson Brand Dealerships

Customers come with expectations

The vast majority of automotive websites were not built for today’s mobile-first consumers – many of whom are mobile-exclusive. Dealers need to provide an experience consumers have come to expect in other shopping journeys, such as with Amazon and Best Buy. A website that is not mobile-first will produce an unacceptable shopping experience and result in leakage in the sales funnel. Dealers might look at website metrics and sales leads and think, “Facebook advertising doesn’t work.” The issue isn’t Facebook advertising. The issue is website conversion.

Design + content = leads

321 Ignition’s mobile-first website incorporates a design and features that recognize how today’s consumers shop. The website is built first for a 414 x 896 format which caters to the vast majority of today’s consumers. Content and features are displayed with the utmost efficiency and prioritized for a user-friendly experience. Exploiting mobile-native features provides an enhanced consumer experience on a small screen – which is what your customers nowadays are using to shop for cars.

How to sell 300 cars a month in a town of 5,000

On Jan. 1, 2021, HensonBrand.com, the website for Henson Brand of Madisonville, Texas, switched from a mobile-responsive website to a 321 Ignition website with a mobile-first user experience.

2020 on a Mobile-responsive website:

  • Over 12 months, HensonBrand.com generated 2,436 sales leads (from all channels), averaging 203 per month.

2021 on a Mobile-first website & launched a Facebook Giveaway campaign

  • Website traffic increased by 114%, from 131k to 281k visitors.
  • Built double opt-in email and SMS marketing list of 29,300 prospects.
  • Generated 8,652 sales leads, averaging 721 per month. The increase in lead volume was 255%, and 71% of that was from Facebook traffic.
  • Average monthly sales are 300 cars – in a town of 5,000 people

 

The launch of 321 Ignition’s mobile-first website has resulted in a more prominent social media presence and heightened brand awareness – and a 92% increase in organic website traffic. Customers now come from hours away to buy a car from Henson Brand.

Don’t look at Facebook; look at your website

The experience of HensonBrand.com disproves the complaint that “Facebook advertising doesn’t work.” The issue with social media isn’t necessarily the platform or the resources spent. The issue is the user experience.

Henson Brand’s social media efforts allow the company to attract people outside of its small town, and its mobile-first website converts that traffic into leads, showroom visits and record sales months. By using a mobile-first website and providing shoppers with a great user experience, a dealership in a town of 5,000 can sell 300 cars a month.

To improve their return on investment in marketing, dealers need to upgrade from mobile-responsive to mobile-first websites, as Henson Brand did.