Motor Village is FCA’s (Fiat Chrysler Automobiles) wholly owned dealer group. The Motor Village UK division currently has two showrooms and a service centre, all based in London, and selling the full range of Fiat, Alfa Romeo, Jeep and Abarth. New and used cars are sold, along with multiple other services, including fleet, aftersales and parts. The website plays a critical role in driving sales and promoting all elements of the business and therefore it needs to be user-friendly, reliable and of course, visually stunning. Using Umbraco as a foundation Visarc achieved exactly that, together with increased traffic and SEO results.
Skills used
- Design
- SEO
Sector
- Transport & logistics
Partner doing the case
- Company:Visarc
- Website: https://visarc.uk/
- Type: Gold Partner
Getting the ignition starting
With so many parts to the business, Motor Village UK has a huge commercial task to achieve. Key to this is making sure all brands are represented clearly and users are given every opportunity to find the desired information.
Competition among car dealers is intense. London attracts very large dealer groups with substantial investments in marketing to create and maintain a strong online presence. Plus, the UK has a number of major players who provide digital services to franchise dealer networks.
The project began with a pitch against some of the very best providers. We, Visarc, won the pitch through a combination of quality of design, our technical know-how and our excellent client services. In doing so, we succeeded where the market leaders failed.
Navigating the journey
One of the major goals for this site was to improve SEO performance, utilizing Epiphany. With SeoMetadata plugin we were able to give content editors far greater control over SEO metadata.
The site also contains product offers which have to integrate with product pages and searches.
The custom functionality was integrated seamlessly into Umbraco allowing editors to manage vehicle offers within the CMS.
Our designs maximise the visual strength of the brands and allow ample space for promotions, which for a car dealer, are an absolute must.
Although there are many elements to the site, each one is given its own space with a logical and considered approach to page design. User experience and template layout are such that the core content is focused, easy to understand and navigate intuitively.
Arriving in style
The site has only recently been launched so it’s very early days for conclusive results. However initial findings are positive with organic traffic up by 12% in just a matter of weeks. In short, site visitors are viewing more pages, staying longer, inquiring more and bouncing a lot less!
A significant amount of planning went into SEO for the new site and greatly influenced site structure, architecture and its content development. Given the expected fluctuations in traffic levels when new sites are launched, we are extremely pleased with our migration strategy which resulted in no loss in traffic post launch.
We’re already entering the next phase and beginning to see growth in traffic indicating that keyword performance has been boosted significantly.
With ongoing development and a full annual SEO programme, we should be seeing an improvement in site performance with a focus on driving quality traffic to the site.
March 2018 Update: We are impressed with the SEO results as we achieved a 5.56% conversion rate in February 2018! We are outranking all local tracked competitors (see table below). Visibility is very strong in top positions when compared to competitor activity and still seeing increases in top 3 and top 10 positions month on month.
In terms of Adwords, we have also achieved a 3.09% conversion rate in February 2018, and drove 130 calls (inquiries) from AdWords activity.
And the cherry on top - Motor Village UK has recently been awarded as the Best Dealer Website at the AM Awards 2018!
"The team at Visarc offers the best in class service, with great levels of flexibility, responsiveness and efficiency. They enabled us to now have a better representative window of our business, with highly qualitative design work, and comprehensive reporting levels. It is also a real pleasure to work with them on a daily basis!"
