Bilingual Landing Page Campaign
This campaign was developed over a five-month period. After evaluating potential target audiences, I identified the Spanish-speaking market as an underserved audience on the dealership's website, creating an opportunity to expand reach and engagement.
Built from early research and ideation, this concept showcased a more innovative, outside-the-box approach that exceeded the client’s expectations and was met with strong enthusiasm.
I started the process by sharing two layout concepts for the new page. One focused on detailed informational content and the other designed as a streamlined contact page.
After the FAQ page received approval, I transitioned into the build phase, developing and implementing the content within Dealer.com’s backend.
I then worked through the page, customizing each widget and translating the finalized content into Spanish.
After refining the widgets, translating the content, and finalizing all elements, the page was ready for review. Below is the finalized version, featuring the approved CTAs.
After two weeks, heatmap analysis recorded 60 total clicks distributed across multiple page elements, with several hotspots receiving approximately 3 clicks each. The dispersed pattern suggested users were scanning and exploring rather than following a defined conversion path.
The following month, I proactively designed custom web banners to increase visibility and drive traffic to the new landing page. After completing the creative, I reached out to the dealership to secure approval before launching the assets.
These are the finalized assets developed for this initiative.
Over a four-month period, I tracked page performance metrics including page views, visits, bounce rate, and average time on site. The data shows consistent, qualified traffic, reflected in the low bounce rate and high average time on page.
Finally, I reviewed GA4 benchmark data to evaluate performance against automotive industry standards. The industry benchmark for bounce rate is 40.1%, while this page achieved a lower rate of 11.43%, indicating strong user engagement. Similarly, the average time on site for automotive pages is 2 minutes and 51 seconds, whereas this page averaged 4 minutes and 38 seconds, further demonstrating above-average engagement. Although overall visit volume fluctuated, the performance metrics indicate the page consistently attracted and retained qualified traffic.
In conclusion, the client was pleased with the proactive work delivered to drive on-site engagement and traffic, while also supporting brand credibility within an untapped target market.
Future opportunities include expanding navigation pathways to improve page accessibility and user flow, as well as creating a dedicated page featuring Spanish-speaking staff to build trust and strengthen engagement with this audience.
