In a world where 2-3% lead conversion from a website is the high average, what the %$^# happens to the other 97% of shoppers who don’t submit leads? How do we get THOSE people to engage and submit a lead on a vehicle?
Better yet, how do I get those shoppers who are ready to commit to a new purchase in the next 30 days to submit a lead so we can identify and sell them? What motivates them and what can my website do to get THOSE people engaged?
Conversion has always been our challenge that has consistently left us with an unquenchable thirst for more. How DO we raise conversion without spending a fortune on widgets or changing website providers every 8-12 months?
Well the good news is, we have assimilated much information over years of data analysis, A/B testing and actual shopper interviews and have found very specific ways to raise total lead conversion from a dealership website by 40-115% or more, no gimmicks, no changing providers, just utilizing the shopper behavioral data and consumer testing data we has amassed over the last several years. This can easily be done on the micro level on your own dealership website and I can show you how.
The answers lie in that data, and the data fits into five main topics:
- Where on the website am I engaging the shopper?
- What is my enticement or motivator for the shopper to submit?
- What Information am I asking for from the shopper?
- How am I asking for that Information?
- What am I going to give the shopper in return for that information?
Starting from the home page, do a click by click analysis of your website to find a new and pre-owned car. Mark how many clicks, and what you see along the way, to complete specific tasks. Are you getting exactly what you want with each click? How soon do you see a specific vehicle, with color-coded image and price? Once there, how many ways, and in which ways can I submit a form. Meaning, exactly what buttons are present and what do they say? When you click on these buttons, what do you get?
This is the type of click-by-click analysis we do by the terra bytes; looking at millions of shopper sessions and profiles. But what we want to isolate are those paths of shoppers who showed high intent, or intensity, and no lead submission. We can look at these “hot” paths that led to nothing and learn why, try something new and compare those results. And the results are IN!
Come see my session, “Your Website Could Be Killing You! News at 10!” at Digital Dealer 21, Monday, Aug. 8th, 10:00am to 10:50am, to see exactly what, why, how and when shoppers engage and what can increase YOUR overall lead conversion by 40-115% from any website with a few changes, additions, deletions and the metrics to watch to fins your own new ways or engaging shoppers. The highest ROI session you will see at the conference!
Author: Jason Ezell
With almost 25 years in the automotive industry, Jason Ezell first managed dealerships for over 9 years, starting one of the first Internet Departments in the Southeast. Ezell was invited to join Autotrader.com’s first sales team at its inception in 1998. Seeing the need for Dealership Websites, 2 years later, Ezell co-founded one of the most unique and respected website companies in the industry, Dealerskins, selling in 2005 to Dominion Enterprises.
As a member of JD Power’s Internet Roundtable, writer, consultant, and Digital Dealer Conference Speaker since inception, Ezell is well known as an expert for his statistical approach to analyzing user data to better understand how to sell cars on the Internet. Ezell was recently President and Co-Founder of Dataium LLC, the largest aggregator of auto shopper behavior data in the industry, recently acquired by AHS, owner of Polk Data.
Ezell helped scale the infrastructure for outside and inside sales departments and sales growth strategy for Dealeron, before joining Automark Solutions as VP and Partner where he commits all of his expertise and experience to one thing; website conversion. Shopper engagement and conversion and is their total focus, allowing ANY website to perform at peak conversion levels.