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Essex Auto Group

Essex Auto Group banner

Essex Auto Group is a multi-franchise car dealer, evolving over the past 20 years as a strong, independent, family run motor retail group. The company was founded by Philip Maskell as Essex Ford, in 1989 and they now operate 7 franchises under the more appropriate name of Essex Auto Group.

Essex Auto Group approached GForces for a new website, to increase sales of new and used cars and to promote the virtues of their staff and their commitment to customer service.  Essex Auto Group invests heavily in their team and facilities, and plays an active role in the community. 

Company Essex Auto Group

Industry: Automotive - Mazda, Fiat, Ford, Kia, Volvo

Web Software Solution NetDirector Auto

Web Services: Managed Service, SEO, PPC microsites, Video Integration, Live Chat

The Challenge

Along with increasing the number of leads generated and improving their conversion rate, there were three main objectives to be achieved with the new Essex Auto Group website:

1.    Increase the number of new users visiting the site

2.    Reduce the monthly bounce rate

3.    Encourage users to spend longer on the site each time they visited.

The new site has achieved all three. The number of new users jumped from 559 in February 2009 (the month before the site launched) to an average of 7,600 each month thereafter.  The average visit length to the new site is now 420 seconds (compared to 240 seconds with the previous platform).

 

The Process 

In order to increase traffic and sales, the Essex Auto Group site features a number of innovations:

-       Several PPC microsites, including www.59reg.co.uk and www.thinkfordfirst.co.uk

-       Online parts shop (www.essexautoparts.co.uk) with a Live Parts Enquiry facility to give customers the best possible service. 

-       Live Service Booking, which allows customers to speak to the servicing team online and book their car in for servicing online in a matter of moments.

-       Facebook pages to help enhance EAG's online presence and promote community events.   

-       Loyalty Reward Scheme (Smart Reward) through the website, where repeat customers can register and receive large discounts on services.

 

The Result 

"After the launch of the new site, visits doubled within a month, peaking at 14,000.  Over 50% of this traffic comes through natural, organic searches.  We had a set of specific aims we wanted to achieve with our new site and these have all been met. The website was delivered right time, first time, on time."

Matt Brown, Group Marketing Director - Essex Auto Group