If we agree your website has just two primary goals (attract visitors and convert those visitors into buyers), then you need to ensure you’re giving every visitor lots of chances to convert with you. As we learned in an earlier part of this series, visitors don’t really know what you want them to do […]
You’ve told your site visitors “what” to do – that is, you need them to “complete this quick form,” “call now,” “click here,” etc., and this is good. Being direct with a website visitor will generate far more leads and calls than hoping they figure it all out on their own. Now you need […]
A major rule of website design is to understand that the website visitor is not you. They are not your team. They don’t visit your website multiple times a day. And unlike you, they never think your website is “stale.” Understanding this simple fact will keep you from making unnecessary changes that reduce conversions […]
While only a tiny percentage of your website visitors submit e-leads from your website, these leads are gold to dealerships with solid processes in place. In fact, for the average dealer, just 5 website leads equals 1 vehicle sold; making generating these leads a top priority for successful dealers. Unfortunately, many dealers are unintentionally […]
As we learned from two great studies produced recently by AutoTrader and DrivingSales, 39% of today’s buyers make some contact with the dealership prior to arriving. This means they submit an e-lead, pick up the phone, start a chat or complete some other connection activity before walking on your lot. In this part, we’re […]
Everywhere you turn in business today someone is squawking about ‘Millennial Buyers’ – as if Millennials were somehow that different or more important than the generations that preceded them. Certainly, 20-year-olds are different from 60-year-olds in many ways, but when it comes to website conversions, we need to agree that Millennial studies are stupid. […]
When you’re planning to make website changes to improve your conversion rate, it’s important to make sure everyone involved can answer the question: What is a conversion? There are a lot of opinions about what constitutes a website conversion – especially from the classified listing sites – and the problem for you is that […]
(This is the first part in a multi-part blog series that will explore virtually everything car dealers and other sales-focused businesses need to know to drive the maximum amount of leads, calls and sales from their existing website traffic.) Car dealers and other businesses looking to dramatically grow their e-leads, their phone calls and even […]
Haven’t you heard? The Leads Are Dead! According to those who struggle to generate consumer sales leads for businesses, “Sales leads are dead.” Furthermore, these (interestingly, mostly digital) marketers claim that today’s connected consumers are simply unwilling to trade their personal information online in exchange for some promise of pricing or other product data. What? […]
As I’ve written before, your website has just two goals: Attract and Convert. Your site should be constructed in a way that is search-friendly so as to attract visitors; and then once they’re on your website, your only goal is to convert those visitors into buyers. That’s it; the only two goals. Unfortunately, while […]
There is a misconception in automotive retail that you only need one trade-in partner providing your dealership with trade leads. This is lunacy and would be the 1990’s equivalent of advertising on just one radio station. For those who weren’t around dealerships back in the 90s, limiting yourself to advertising on just one radio […]
How To Design Your Website to Convert More Visitors into Buyers! Little-known baseball great and minor league manager Rocky Bridges once said “There are three things the average man thinks he can do better than anybody else: build a fire, run a hotel and manage a baseball team.” If Rocky were alive today he might […]
Sorry, but Your Special’s Pages Stink… and That’s Costing You Sales! Let’s agree on a few things before we dive into some very simple steps to growing your sales with working specials pages: As the article title explained: Your specials pages are meant to drive customers, not drive them away!; and Your website has […]
If you’re like most of the car dealers, dealer groups and OEMs I work with or address at 20 groups, retargeting website visitors with display advertising consumes roughly a third to a half of your overall digital marketing budget. Moreover, most of the Dealers and General Managers say that accurately measuring the results of […]
I hate to break it to you, but if you run a for-profit business – like a car dealership – then your website has just two important goals: Goal #1 – Attract Visitors Goal #2 – Convert Visitors Sorry, that’s it. Attracting and converting visitors are the only real value your website provides and […]