Dave Walter BMW Case Study
Increased BMW traffic to Akron Ohio Auto Dealer
- Client: Dave Walter BMW - Akron, Ohio
- Services: Web Design, Search Engine Optimization.
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- Product: New and Used BMW's
- URL: www.davewalter.com
- Report Date: March 2002
- Product: New and Used BMW's
How do you increase traffic for a BMW auto dealer? Dave Walter BMW in Akron, Ohio, needed to know the answer and awarded the website business to The Karcher Group in November of 2000. Immediate evaluation of the site showed that it did not fit the style of BMW and the Dave Walter dealership. However, the main obstacle to overcome was the average of only 62 new visitors to davewalter.com per day.
The website redesign produced a newer, more modern look to reflect the style of BMW and the Dave Walters BMW Dealership. Included in the redesign was an improved content management system to display current inventory and specialized vehicles. The CMS could be updated at anytime by the dealership, without any programming knowledge. With optimized graphics and a streamlined database controlled inventory, the site ran much more efficiently. Visitors to the site could navigate quickly and easily to find the information they needed. The new design also won The Karcher Group the Canton Advertising Club's 2000-2001 Addy (Award of Excellence).
With the redesign, Search Engine Optimization was also implemented. Proper SEO techniques, HTML formatting, and attention to copy were the focus of the campaign. The search engine optimization results quickly took effect. After the second month of the new site launch, traffic vaulted to 188 users per day and user sessions doubled from two minutes to four minutes.
By the end of November 2001, 10 months after the optimization began:
- Traffic increased to 3800 unique visitors to the site, and an average of 255 user sessions per day.
- Average time spent on the site soared to over 5 ½ minutes.
- The industry average for search engine referred traffic is just under 7%. (StatMarket, Dec. 2000)
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