Online first, offline second!

The VDP page featuring the moped car is the star with SpinCar!

At Ligier Store Doesburg – Experience Center, our motto is ‘Online first, offline second!’ This means that, as a new dealer without a database, customer base, or history, we are fully aware that we need to actively seek out every new customer. We do this completely online! We use online marketing via Google Ads, TikTok Ads, portals like Marktplaats, and many more. We have to; we must be active online first to even get a chance offline.

Our website is the destination, not the source

The website is ultimately the destination where interaction happens. All marketing is aimed at driving visitors to the website because it is the final stop. Of course, leads can also come in through platforms like Marktplaats, but our website offers far more information about Ligier and the different models and versions.

One of the most important pages on the website is the VDP page: the Vehicle Detail Page. This is where the moped cars and city cars are showcased. Unlike on portals, I have much more freedom in designing the VDP page, with a focus on selling the opportunity online. I don’t have to display banners, as is the case on portals—there’s no noise here.

Visually oriented

I know our customers are visually oriented, so photos and videos are crucial for converting visits into leads on the VDP page. That’s why we use SpinCar technology from Ruud Prins, which allows us to create a 360-degree view of both the exterior and interior. The great thing about SpinCar is that we can film using a ‘simple’ iPhone while the technology ensures the right quality online.

We notice that engagement, measured by hotspots (such as options like CarPlay and alloy wheels), is high, and the 360-degree views of the exterior and interior are frequently viewed. This leads to inquiries via the lead form, which in turn results in higher conversions. We measure this with Source Buster in combination with GA4.

Online first!

With ‘online first, offline second,’ we aim to recreate the physical showroom experience as much as possible online so that we can provide the best possible buying experience to customers who, despite driving a moped car, may not always be mobile. The right tools and reliable data are key in measuring what truly delivers results. Only then can you be successful online and win offline.