RWS

Solutions at Work
Maximizing Your Online Dealership Potential

With 87% of automotive customers going online to research vehicles before ever stepping foot into a dealership, it makes sense to pay attention to the details when it comes to your Web site. John Meadows, Director of eCommerce and Business Development of Huffines Automotive Group in Plano, Texas, dramatically increased his dealership’s online traffic. How? He started by outlining his goals. He wanted a site that would:

• Reinforce his dealer groups branding
• Have a place to maintain current inventory and specials that customers could easily access.
• Increase traffic and conversions on the dealership Web sites.
• Rank high in search engine results.

In 2007, John switched to Reynolds Web Solutions from a major competiting web site provider and saw the number of unique visitors to his Web site triple, increasing from 7,700 a month to 21,000 a month. His sites are now built for high search optimization and a better consumer experience, not only increasing traffic, but achieving a 43% conversion rate.

The consumer interactive site design keeps consumers engaged while ensuring his brand is consistently maintained on every page. And, he’s able to keep his content fresh with the easy content editor.

When most dealerships across the country are experiencing sales slumps reaching 20 to 40% below the previous year, Huffines has been able to maintain a remarkably stable overall sales level thanks to an impressive 30% increase in their Internet business.

To see more, check out the Huffines online testimonial video.

Welcome Welcome to the second edition of Drive Web Business! With each issue, you can expect more product enhancement updates, tips and tricks, and customer stories to help you improve your business. The market is starting to thaw and your Web site is your best opportunity to reach consumers. Make it current and full of the information consumers are looking for, like your dealership specials. Market where your customers are - online. We can help you personalize their experience by giving you the tools to build the most effective online dealership. Let us help you Be First in customers' minds. Sincerely, Nicole J Case Director of Product Planning Reynolds Web Solutions

Editing Your Web Site Just Got Easier
Introducing WebMakerX 2.0 Dealer Tools.

Your Web site is an extension of your dealership, and often a consumer’s first impression of your business. Regularly updating your website's content and graphics is critical to ensure your customers are receiving the most current information possible. With recent enhancement to Dealer Tools, part of your WebMakerX application, making updates just got easier. We’ve improved everything, including the look of the site itself with Web 2.0 technique.

Quickly get to the information you utilize most in the WebMakerX Dealer Tool. With the new enhancement, you can select which links you use the most and display them through a new modifiable quick links section on your Dealer Tool home page. Making editing content easier than ever.

• Content Editor - navigate to the page as you would on the Web site, click on the content you wish to change, and make edits real time.
• Expandable Screen – view your Web site in a full screen window for a more realistic view of new or edited content.
• One-Click Editing - see all pages within your site, including any that are not displayed in your site’s navigation, in a simple drop down box, so you can build and edit pages before making them visible to the public.
• Modifiable Content - modify any content that is specific to mark-up.

We have also added new features to help you learn more about the WebMakerX platform, so you can build a better lead-generating Web site:

• Access to the latest edition of "Drive Web Business" - an in-depth look into Web strategies and how Reynolds Web Solutions can help you master them.
• Improved top navigation rather than left navigation - studies show top navigation is easier to use and it allows us more real estate to give you important information on the home page.
• Interactive support map - shows Reynolds Web Solutions’ support regions and quick contact methods.
• "Recent Enhancements" section - see current and previous enhancements made to the WebMakerX platform.

Check the Dealer Tools home page often to see what additional improvements and enhancements we are continually developing for the WebMakerX platform.

What are 5 Important features online customers look for? 1. Pricing with options (83%) 2. Expected selling price (81%) 3. Photos (70%) 4. Consumer reviews (70%) 5. Written reviews (69%) Kelley Blue Book August Best Practices Study

Featured Solution
Search Engine Ad Management Proves Success

Earlier this year, Reynolds Web Solutions released Search Engine Ad Management, a service to manage paid search campaigns for dealers. The results are in, and a Reynolds Web Solutions’ study proves that it produces superior results in site traffic and leads.

The study compared two dealerships. Dealer A was a Honda dealership with a pilot Search Engine Ad Management program managed by Reynolds Web Solutions, which included:

• Initial ad spend of less than $500 the first two months, with an increase to slightly less than $1,000 the final two months.
• Pay-per-click ads placed on Google, Yahoo, and MSN Live.
• Paid search campaign running from November 1, 2008 through February 28, 2009.

Dealer B was a comparable Honda dealership, located in the same metro area as Dealer A and using a competing paid search management service to conduct their paid search campaign. The results speak for themselves. Over Dealer B, Dealer A experienced:

• 24.1% more total visits.
• 28.9% more unique visitors.
• 23.9% more total leads submitted.

Although both dealerships were using a paid search management service, Dealer A experienced superior results with Reynolds Web Solutions’ Search Engine Ad Management.

Just in the last month of the study, Dealer A saw significant results in the number of visits (+41.8% ), unique visits (+53.8%), and greater lead submissions (+98%) over Dealer B. Reynolds Web Solutions’ service positioned Dealer A to sell more cars, generate more return service customers, and to realize continued success in search marketing. Check out the success story in its entirety to see why it pays to Be First with Reynolds Web Solutions.

Did You Know? A Meta Title is the HTML code that specifies the title of a certain Web page and appears in the upper left corner of the page. Meta Title is considered the most important, on-page Search Engine Optimization (SEO) element for your Web site.

Nashville Here We Come!
We’ll See You in Nashville for the 7th Digital Dealer Conference

It’s that time of year again – time for you to be inspired with new ideas and see the exciting new Web solutions that can help you reach your online potential! Reynolds Web Solutions has been part of the Digital Dealer Conference since its inception and can’t wait to join you all again November 1st – 3rd at the Marriott Renaissance in Nashville, Tennessee.

How important is service in your dealership? Stop by our booth to explore how Service Portal is transforming the way you market and manage your service department. In our last issue, you read how Bill Harris Auto has achieved tremendous results with Service Portal. That success can be yours!

Here’s what you can expect at the Reynolds booth:


Don’t miss valuable presentations by our industry experts, including last year’s favorite, Al Carl:

• Al Carl, featuring Heather Hansson - "Web Analytics and Breakthrough Lead Generation: How to use analytics to maximize your lead development."
• Josh Muller - "Web 2.0: Solving the Mystery and Improving Your Web Results: How to differentiate your dealership from the competition online."
• Matt Clark - "Facing the Giant of Automotive E-Business – You already own the tools! Fixing Your Internet Department for FREE!"

We look forward to seeing you in Nashville. For additional information about the conference or our solutions please visit our Web site or Digital Dealer Conference Site.

Did You Know? Reynolds Web Solutions will feature 4 speakers at the 7th Digital Dealer Conference and Exposition, including one of the top rated returning speakers, Al Carl. For more information check out conference information on the conference Web site.

Looking For Proven Results?
Learn What Our Search Engine Ad Management Team Can Produce for You.

It is easy to have a flashy site, but what good is a great Web site to your customers or to your business if the site cannot be found in a search? Search Engine Ad Management is a service to manage all of your dealership’s paid search efforts, from building ads to selecting key advertising terms, all managed for you.

Search Engine Ad Management achieves better results for your dealership because of our team of experts in both paid search AND the automotive industry. Each team member has completed a rigorous 3-month training program. They have achieved Google AdWords certification and membership in the MSN AdExcellence Team. These paid search specialists work hard to help you Be First by:

• Conducting extensive and ongoing research to improve campaigns.
• Offering excellent customer service.
• Providing initial planning, implementation, monitoring, optimization, analysis, and reporting for the dealership.
• Developing search metrics and recommending campaigns that will result in the best lead generation.
• Optimizing ROI for your dealership.

It is our team’s goal to provide customers with industry-leading professionals who will develop the best marketing campaigns around keywords that relate directly to their clients’ dealerships. By taking the time to talk to our customers, we are able to learn as much as possible about their businesses to better deliver highly effective campaigns and directly improve their Internet lead generation.

To see the full impact our Search Engine Ad Management team has had on dealership Internet traffic and lead generation, check out our success story.

78% of Web users rely on search engines when researching cars. Reynolds Web Solutions’ Search Engine Ad Management team is here to help you Be First in paid search. CapGemini Cars Study Online

Coming Soon
Mobile Solution for WebMakerX 2.0

Mobile marketing combines everything we love about e-mail with the immediacy of instant messaging and the selling power of television. A mobile strategy has become as important, if not more important than e-mail for:

• Advertising inventory.
• Getting leads.
• Communicating and following up with customers and prospects.

Why mobile? Wallet, keys, and cell phone - that’s what we carry with us every time we walk out our front doors. In fact, according to GSM Association, four mobile phones are sold for every one computer sold. If being online is important, then mobile advertising should be 4 times more important.

Cell phones are the key communication tool in our society, joining the ranks of electricity and transportation as something people cannot afford to be without. Consumers personalize them with unique ringtones and wallpapers. This personalization of mobile phones, unprecedented in our history, makes them a powerful marketing tool. The value is quite simple. A consumer’s cell phone is a walking billboard and your brand has the ability to get into the consumers’ pockets any time you wish.

Mobile solutions from Reynolds Web Solutions will provide on-demand access to your inventory 24/7/365, keeping you constantly in front of consumers. Additionally, the access is provided in your customers’ preferred method of contact so you can exclusively market to each member of the household.

Get more information about Mobile solution for WebMakerX 2.0 on our coming soon page.

According to SearchMarketing Standard 08, mobile subscriptions reached 3.3 Billion. Reynolds Web Solutions will soon offer mobile capabilities to help you expand your marketing reach to mobile users as well as online users.