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  • Johnsons
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JohnsonsJohnsons

IntrodutionIntroduction

Formed in 1999, Johnsons are one of the largest independent car dealerships in the country and are proud to represent Honda, Toyota, Lexus, Volvo and Volkswagen for new and used car sales across eighteen locations.

They pride themselves in delivering outstanding customer assistance and service. From Slough to Liverpool, their dealerships provide servicing, MOTs and a full parts and accessories service from manufacturer approved workshops for extra assurance and peace of mind.

The ChallengeThe Challenge

Johnsons wanted a website which featured bright, modern designs with each of the franchise pages customised according to brand - taking users on a trip from the countryside to the heart of a stylish urban centre. They specified key objectives which sum up as follows:

  • For new cars: a vehicle search with lifestyle feature, fuel calculator, “WhatCar?” reviews, finance options and new car configuration
  • For used cars: a live CAP stock-feed to ensure that visitors get up-to-date, detailed descriptions of used vehicles in stock
  • Follow up generated leads and enquires quickly
 

The SolutionThe Solution

The website allows users to search new and used vehicles together from one group search. It’s configured to allow searches by make and model, but also buy lifestyle and budget. Each vehicle advertised on their website supports multiple images and full specification data, allowing their site visitors to make informed decisions. They have also integrated their site with key providers like Codeweavers and WhatCar? to present vehicle review data. This makes it a slicker, more informative resource.

Their site offers fantastic functionality, with market-leading tools and features providing users with comprehensive information on all new and used vehicles across the group. The site is uncluttered and does without Flash imagery, which they believe does not increase traffic to the key messages they want to promote, such as a one-stop-shop, online service booking, Live chat, finance quotes and special offers.

The ‘My Car Fuel Economy’ feature provides running costs for every vehicle on the site. And the ‘New Vehicle Configuration’ function that uses up-to-date CAP data gives customers an in-depth look at their prospective purchases.

http://www.johnsonscars.co.uk/

Moving ForwardMoving Forward

Johnsons are always looking to develop and enhance their website with new features and technologies. Currently, they are working on developing a loyalty programme as well as a business section for their B2B market.

In addition to this, the continued roll out of their ‘live chat’ contact software will mean all consumers visiting their website will be able to interact with their sales team through the website in a live environment as well as the traditional contact points already in place.

Furthermore, their next extension to the website is to reach the consumers whilst on the move with the Johnsons mobile website. This will allow all smart phone users to access the group website from their mobiles with ease.

ResultsResults

  • The hard (qualified) leads generated for the Group increased on a monthly basis by 518% between October 2009 and March 2010
  • The website witnessed a massive 479% increase in visitors in six months from October 2009 contributing to a successful sales period
  • By reducing the cost per hard (qualified) lead from £29.60 in October 2009 to £13.97 March 2010, Johnsons marketing budget became twice as effective