Category Archives: Websites

Your Website: Purpose and Possibility

As I was looking at our website, I’m blown away by all the fancy content and resources many dealers have on their websites. Don’t get me wrong, many of these websites blow ours out of the water, but I wonder how well they sell cars.

When I think of a well designed E-Commerce website, I immediately think of eBay. Why? It sells a lot of products. It can even sell more cars for a dealer than their own website. This doesn’t mean dealer sites should copy EBay’s structure, since several factors help eBay sell products beyond its design, but dealer websites could learn a lot by looking at it.

eBay is all about buying and selling at the comfort of your own home. There are no fancy designs, except on a few advertisements, and the home page is a map to buy or sell. Looking for a car? Click here! Why should I buy? Click here! Need help buying or selling. Click here! The visitor’s attention is drawn to EBay’s potential to buy or sell anything. It’s completely focused on being a marketplace.

A dealer’s website needs to focus on selling cars and motivating the user to enter their personal information. Since the vehicle purchase isn’t finalized online, the trick is to excite the user enough about your vehicles and website to enter their information. The majority of business websites focus on branding and allowing shoppers to browse products and collect information in a non-threatening manner at their convenience. Being in vehicle sales, we need more than branding and browsing. At the end of the month, the only thing that matters to the dealer is how many leads the site generates and how many of those leads were sold.

A site’s design has a role. Making the site easy to navigate is a must. You don’t want to lose the user in the structure. An easy to use navigational bar is essential for a user-friendly site. A Wichita State University Study tells us for convenience and accessibility, it should placed on the left or upper left part of the site.

Once the user can easily navigate throughout the site, it should place buying a vehicle at the customer’s fingertips. Don’t be obnoxious or overly technological in getting the customer to search for a vehicle, but subtle, as on EBay. Looking for vehicles with low interest rates? Click here! Vehicles for any budget! Click here! Credit challenged? Click here! Guide the shopper to the vehicle that is just what he was looking for.

How do you keep their attention on the vehicle? Something as simple as a nice-looking photo or photos of the vehicle the customer inquires about might be enough to entice them to come in and take a look or shoot you an email to schedule a test drive. Actual photos of vehicles, people and the store bring a nice personal touch and a level of comfort that makes the user more inclined to enter their personal information.

How about a shopping cart retaining the previously viewed vehicle’s information? The more people see a vehicle, the more they think about, and that increases the chance they will make a request. A shopping cart or any easy way of accessing stored information gets the customer interacting with the site and keeps the focus on buying a vehicle.

Or utilize a "member’s only" page that requires members to enter information in order to gain access to special promotions or sales. This turns the tables, making the user give their information in order to receive information from you. Showing samples of past promotions or ads will help motivate the user to become a member. Bulk emailing would be especially beneficial for this strategy and should be worked into the Internet department if it isn’t already.

A site that sells cars doesn’t need to be elaborate. Selling is the key, everything else is just background. Unless your online strategy focuses heavily on selling parts or service, it shouldn’t be stressed. A link to these parts of the dealership should be on the navigation bar, but the content of the site should focus on whatever you’re selling.

A website with a lot of technology brings the user into the excitement of the Internet, but once the visitor goes offline the magic grasp of the Internet is snapped. Unless your site captured some useable information, it’s no different than a one-page site with the dealer’s logo and address.

Your Web Site: the Obvious, the Overlooked

Most of us have encountered presentations, articles, reports, books and musicals about web site best practices. To say the least, we’ve become very familiar with the song and dance; unfortunately, familiarity has been known to breed contempt. I’ve noticed that a surprising number of dealers totally overlook some of the most important aspects of their web sites. Don’t join the ranks of the contemptuous or complacent, look at your web site with the fresh eyes of a consumer. Let’s talk about the best ways to keep customers happy, engaged and on your web site.

According to the J.D. Power and Associates 2006 Online Cross-Shopping Study, Internet shoppers visit 4.5 web sites before they submit a lead. In other words, you have to make sure your web site stands out! Now, more than ever, consumers have choices. It pays to look at what consumers want from your web site. The study lists high quality photographs, payment calculators and printable brochures as some of the most looked for features.

Your inventory should always be up to date and should include good pictures and plenty of information. You should also be sure to offer coupons and specials. People love a bargain… better yet, they love the perception of a bargain. You can list specials without changing their price. Highlighting specific cars will add relevance to your site and inspire users to return often.

Your web site should offer an opportunity to submit a lead on each of its pages. Your configurator, inventory, specials and contact pages should each have a specific call to action. If a customer isn’t ready to “Take a Test Drive,” they might be ready to “Get More Information” or “Contact Joe Salesman” with their questions.

Not all users will submit a lead via your web site. Many consumers are more interested in calling or stopping by. Obviously, you want to make sure your contact info is correct. Your phone number should be highly visible on every page. Your showroom address, complete with a map, should be readily available as well. Online Automotive Review conducted a study via mystery shopping. Out of 40 calls to dealerships, only three went to a correct department specific number. The idea of good info on your web site sounds obvious, but these stats indicate that contact info is not high on every dealer’s list.

Finally, rich media is an increasingly important aspect of your site, but don’t fall prey to excessive bells and whistles. Avoid going over the top and limit your rich media elements to relevant bits and pieces. Each “big thing” will eventually give way to the “next big thing.” If you want video on your site, by all means add video. Just make sure that it isn’t overwhelming, automatic or poorly done. Limit it to one page or area of your web site. This will make it easy to change out when the next craze hits and help you remain tasteful. The days of the shouting dealer in the chicken suit are over. Keep your web site as elegant as your showroom has become.
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Aimee Romero has been involved in new media management for over six years. She is heavily involved in research, data analysis, advertising and marketing within the automotive industry. She is currently the marketing writer and analyst at Dealerskins.

Websites: The More the Merrier?

Somehow the notion that you should only have one website for your dealership has taken hold of the automotive industry. Sure you should have a primary website, http://www.yourdealershipname.com, but there is just no reason in this day and age that you shouldn’t capitalize on multiple websites. Websites are not difficult create, microsites are readily available and you can even use the site the OEM offers you. (Having multiple websites can be used for “black hat” search practices, and unscrupulous practices of the past may have led to the bad rap.)

Think of your websites as Internet lead generators! With an average of $4-10 per lead and the highest closing rates for any type of lead type, generating more leads from your websites is one of the most cost effective ways to ultimately generate additional sales. So re-evaluate your website strategy and talk to you website provider and OEM to see what additional sites you could add to get more leads!

Launching sites for special offers, for example, is great way emphasize your offer and to measure the success of marketing campaigns. Additional sites also give your site visitors fresh content and additional methods to identify with you dealership.

With that said, however, you do have to be careful about how you link and direct to additional sites and you must follow best practices. Talk to your website provider and make sure they know how to help your dealership benefit from multiple websites.
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Written by Dean Evans

What are These Guys Thinking?

Having dealt with various vendors over the last couple months the interactions are comical, but they really show how short sighted the dealers and vendors really are in the Internet Marketing Arena.

I have looked at adding micro sites to our online marketing portfolio and have investigated several different vendors in this arena and have found that none of them have a clue at providing a real service to dealers. With the current offerings on the market today they would fail in other niches except the automotive industry. For starters no one in any other niche would pay the fees these guys are asking for “hosting” and design for crappy html templated sites. The designs are only original to the extent that each provider has their own “footprint” that they use to structure the micro sites. Other than that they offer nothing original for the astronomical fees that they charge.

For the monthly fee that these vendors are charging I could have a site designed and host it for a year and if I wanted to be real crafty about it I could have one designed and just knock it off for the other keywords I wish to go after. It is not rocket science.

In a recent email exchange with a microsite provider I asked the direct question of “Do you do design work and allow me to host it myself?”

The reply was comical to say the least. I was informed that i could prepay the design but would have to pay them $65 for hosting and we would not own created property. It would remain in their control and they wanted a contract..
Another vendor wanted $200 per month per site and $2 per generated lead and we still did not own the property..

It then dawned on me why these people get away with this. It is the niche that they operate in. Car dealers accept this crap and pay for it and do not take ownership of their online marketing destiny. They rather pay vendors to take the fall if something does not work and also takes them away from the responsibility of managing it. Two very big screw ups if you wish to be successful marketing anything online.

This does not even touch on the fact that vendors do not structure their products to meet the clients needs. they structure the products to meet their needs and force the customer to accept it. If you are old enough to remember DOS based operating systems the leading edge word processing vendor. Word Perfect, would not adapt their product to work with windows until it was to late. Their customers left them as Microsoft developed windows and Microsoft Office. Even though the users of Word Perfect knew how to use the software and it was the preferred word processor of the day. Automobile vendors really could learn a lesson from this….

Oh well time to have my microsites designed by a free lance designer and sell the templates.
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Written by Paul Rushing, Ismintraining.com

Who Can You Trust on the Internet?

People do business with people they trust. A customer on the dealer’s lot meets the sales associate and either feels comfortable with them or doesn’t. If the customer trusts the sales associate the chances of a sale go way up. It’s that simple.

So, how do you convey a message of trust on a web site? While the Internet is a cold and often impersonal place there are steps you can take that convey a more open and user-friendly environment and thus a more trusting place to shop for a vehicle.

I visit 20 or 30 web sites a day to explore new products, get information on various vendors, review dealer sites and to shop for office or home products. After buying on the Internet for a few years now, I’ve established some personal rules that help me determine whether I will do business with an online store.

In no particular order here is a list of items I look for on the site:

[list:1x5x63uq]• A physical address of their office or place of business

• A telephone number of their offices, and preferably a toll-free phone number for customer service

• Clear information about shipping policies and costs

• Purchase process that offers secure, encrypted pages for ordering products

• A Frequently Asked Questions page with clear, complete answers to the questions a prospective buyer might ask

• A simple way to track orders online

• Solid consumer ratings. (If I found a site through a shopping aggregator like pricegrabber.com or shopping.com, I look for customer reviews. If I see more than a few negative ratings, I go elsewhere. ) [/list:u:1x5x63uq]
Once they have all this functionality they have cleared my first set of hurdles. Now, I look to see what value they provide. Do they offer quality products at competitive prices? If I feel their products are a “good deal” I go ahead and make the purchase.

I also suggest calling their phone number for customer service. On a recent purchase, which I subsequently cancelled, I called the customer service line and was told the wait time was 56 minutes. If you can’t get through within 10 minutes, I would suggest you shop elsewhere.

Building trust on your store’s web site
Now let’s look at dealership web sites and the personal rules I shared with you. Are you making it easy for users to communicate with you and get the information they want? Do you have the address of the dealership and phone number on every page? Do you have a Frequently Asked Questions page about your dealership’s policies?

I told you why that’s important to me. Now, think about the process of buying a vehicle. It’s not exactly like walking into Walgreens and buying some hair gel. It can be an intimidating and complicated process that befuddles many folks.

Why not take a page from other online retailers and develop a customer or auto shopper Frequently Asked Questions (FAQ) page to make things easier for customers? Remember we work in this business every day, so we know the car buying process inside out. Problem is, most customers don’t always know the in’s and out’s of our business, so this presents an opportunity for your dealership to befriend your prospects and start building their trust by sharing with them how the process works.

Here are some basic questions you should answer on a “Car Buying FAQ” page that customers can link to right from your home page:

[list:1x5x63uq]1. Are the vehicles shown on this web site described accurately?

2. What’s the difference between a certified used vehicle and one that is not certified?

3. Do you have other vehicles not shown on the site?

4. How are trade-in values determined?

5. If I put money down do I get a better purchase price or interest rate?

6. What type of financing is available?

7. What are the benefits of financing at the dealership?

8. Can you finance someone with past credit problems?

9. Should I buy or lease?

10. How long does it take to complete the transaction?

11. What if I buy the vehicle and change my mind the next morning?

12. Do you match competitors’ prices?

13. Can you locate the vehicle I want?

14. Do you have a first-time buyers program? [/list:u:1x5x63uq]
I’m sure you can think of a few others but these are the basic ones to start with on the site. Answering these questions in a straightforward and easy to understand fashion will help show a prospect that you care about providing an open atmosphere where you stand ready to answer any questions they pose to you.

The answers you provide to the questions should be honest, clear and straightforward. You should strive to keep your answers to three or four informative sentences.

Here is a sample answer to question 1:

“We make every attempt to accurately describe each vehicle posted on our web site, but unfortunately we sometimes make mistakes and an incorrect option or feature of the vehicle is listed in the description. When you locate a vehicle that interests you, our site offers you the ability to e-mail us to check on the equipment, confirm availability, and to arrange a test drive. An in-person inspection by you is the best way to assure that the desired options and features are on the vehicle.”

A well-thought FAQ page can differentiate you from your competitiors. Does your site offer a more compelling roadmap to a sale than your competitors? If so, your sales associates have another selling tool to help customers understand why it’s better to buy from you. The absence of a FAQ page leads to another key customer perception: If a dealer’s web site doesn’t anticipate and answer questions, customers are likely to think you’re trying to hide something.

Your sales people might even point to this page as something that distinguishes you from your competitors. You provide an FAQ page and they don’t. What are they hiding? If you help your customers to buy; they will.
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Written by Mark R. Dubis
The Dubis Group LLC | 1662 St Charles Avenue | Lakewood, OH . 44107 | 216-712-6712

You Have A Beautiful Website—But Does It Convert?

For a brief, unfortunate period in online automotive marketing, everyone wanted a “trophy Website” that flashed and glowed and had a ton of animation—and maybe even played music. Fortunately, since then, there has been a move to a more classical idea of beauty, which is about functionality and lead conversion. This new standard is a good thing, because visual clutter should not interfere with your visitors’ ability to find the information they want.

Today, Website conversion means more than simply persuading visitors to fill out a lead submission form; it means convincing your visitor to take a desired action on your site—to your mutual benefit. For example, visitors can make a phone call, set up a service appointment, save their searches and configurations, or print out coupons that encourage them to come into the store. In a world where technology makes it increasingly possible to capture and leverage all sorts of online interactions getting visitors to interact is the name of the game.

What are the traits of a Website that does this, and does it well? Whether you are evaluating your current Website or shopping for a new one, here are some critical questions to consider.

Does the Website support video?

Consumers today expect relevant, rich media content, not just text. Note the emphasis on “relevant.” A highly animated splash screen might win the approval of teenagers, but it will not necessarily help you sell cars to their parents.

Can consumers access your entire new and used inventory? Can they do this in just one or two clicks?

If a vehicle is on your lot, or even in transit to your store, it needs to be on your Website. Online visitors should be able to find that vehicle on your site even easier than if they were looking for it on your actual lot.

Does your Website offer alternative vehicles, based on what the customer is searching for?

If you do not have the exact vehicle your customer is looking for, do not let that be the end of his or her visit to your site. Present alternatives to them right on your Website. Even if you do have their desired vehicle available, presenting alternatives is a great way to engage your site visitors and prompt serious questions, which translate into calls, emails, and appointments.

Can your inventory be directly indexed by the major search engines?

If someone can use Google, for example, to go straight to the right inventory page, you increase the chance that they will visit your Website and reduce the chance of the will get lost along the way. This will also make you less dependent on third-party classifieds that publish inventory—a useful service to be sure, but one that all dealers would love not to be so dependent on.

Does your Website let you update content, including specials and promotions, easily and in real time?

In today’s retail market, seconds, minutes, and hours count. Online marketing distinguishes itself from traditional media advertising by the level of control and speed with which you are able to make changes and updates. If you have to rely on someone else to modify your Website, or if your changes do not take effect immediately, you might as well be advertising in the newspaper.
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Dean Evans is the chief marketing officer of Dealer.com.He can be reached at dean@dealer.com.

Your Best Online Presence in 2009 and Beyond

It’s 2009; is your dealership web site ready for the new year? A powerful online presence can pave the way for increased leads and sales, so now is the time to take a close look at what you’re offering and step up your game. The following are some of the best tools and best practices to implement today for a stellar 2009 and beyond.

Crank down the volume and add substance
An internal study conducted by Chrome Systems found that consumer usage of automotive retail selling sites (including dealership sites, portals, and OEM sites) peaks between 11:00 am and 1:00 pm. This means that most consumers research and shop for vehicles while at work or on their lunch breaks.

Use this knowledge to your advantage. Forgo loud music, time-consuming downloads, and flashy presentations. Make all rich media optional to “play”. What consumers want is fast, easy-to-access content like build-a-car tools, clear pricing information, detailed options, reviews, fuel economy, and images. If you make the essentials easy to find and view, consumers will keep coming back for more in-depth research, and are more likely to submit a lead or visit your store.

Consider specialization
More consumers want information tailored to their individual interests and specifications. A big consumer concern right now is fuel economy and finding cars that are easier on the environment. Consider going ‘green’ with a web page that highlights your fuel-efficient vehicles. Check out the Ron Tonkin dealership’s Tonkin Green (http://www.tonkingreen.com) for some ideas.

You can also create specialized search functions to make it easier for consumers to find what they want. The majority of web sites currently require consumers to enter a vehicle make, model, and style to start their search, but many consumers do not think in these terms. Enable consumers to search by body style (coupe, sedan, or convertible), or by features like gas mileage, minimum price, and maximum price. Check out the NADA Guides web site (http://www.nadaguides.com) for examples of specialized searches.

Make shopping easier
There are some great new tools that make it easier than ever for a consumer to research and buy a vehicle right on your web site. Consumers buy vehicles every day on eBay, why not from your dealership? One company to check out is Ai-Dealer (http://www.ai-dealer.com), provider of complete end-to-end shopping cart technology for dealerships. Montesi Volkswagen of North Haven, CT http://nitra.vwdealer.com/montesi/?http … -Cart.html is currently offering shoppers this tool with easy step-by-step instructions that make the process a snap.

Get mobile
Get mobile and you’ll reach more consumers. There are more mobile phones in the United States than there are people, and the newest smartphones offer powerful web browsing and search capabilities. Launch a mobile version of your dealership web site and consumers can find your inventory, review options, and even view vehicle videos, from anywhere. Head to http://www.gumiyo.com for more details on how to get started.

Although we’re experiencing a shaky economy, consumer use of the Internet is unlikely to falter. Eighty percent of serious, in-market vehicle shoppers do their research online (2007 Cap Gemini study) and that number is on the rise. It can only help your dealership to continue to build your web site. Set the stage now and reap the benefits in the new year and beyond.
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Peter Batten is general manager for Chrome Systems, where his focus is on making it easy for web site builders, application developers, and dealers to present vehicle information that can be easily used and acted upon by consumers. In his six years with Chrome he has held several positions including: product management, content development, sales, and operations.

Using Coupons on Your Dealership Website

During the past few years, coupons haven’t been used much outside of the grocery store. But now that the economy has taken a downturn, coupons are appearing in more and more places and being used by more and more people. A new study by Inmar shows just how prevalent coupon use is—during the fourth quarter of 2008 coupon use rose 10% from the same period in 2007. 2.6 billion coupons were redeemed in 2008. Consumers are looking for the perceived value they find in coupons…is your dealership offering it to them?

To capitalize on this increase in coupon use, your dealership should have or at a minimum test a coupon on your dealership website. How can you identify an effective coupon for your dealership’s website?

[list:386bg760]* The coupon needs to serve as a lead generation form and should encourage your web visitors to provide their contact information.
* Make sure the web coupon isn’t a popup—so it won’t get blocked and cause problems for your paid search campaigns.
* Ideally the coupon would provide your web visitors more than one chance to convert into a lead.[/list:u:386bg760]
Another way your dealership can use coupons and offers to increase revenue is through your Specials web page. The Specials page is where most of your web visitors will look for coupons, so make sure it is updated and full of coupons for your service and parts departments.

Consumers need more help than ever to justify making large purchases. Having a valuable coupon may just be the justification that they need.
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Written by Acacia Duquette

Web Site Decisions

Over the last several months, I have been researching and evaluating several companies for a new Web site for our dealership. If you’ve read my previous articles (Jan and Feb issues), you know some key concerns I’ve had during my research, and this month I will announce my decision.

Here is a brief re-cap as a refresher for those who have been reading about my research and a summary for those who are reading this for the first time. We already have a Web site with Cobalt—the company I was obligated to continue when I took over at O’Rielly. Now that we have our Internet people and processes in place, it is time to get a new look and feel to our online presence. The key to online success is not limited to a good-looking Web site. Successful online dealers must integrate that site with good search engine strategies, commit to put the address everywhere it advertises, have a solid process in place to quickly and efficiently handle leads, and have a good tool to easily update and maintain the Web presence.

Having owned a successful online e-commerce mall in the past, I knew what I was looking for. I had narrowed my search down to two companies that could deliver what I wanted. I did get contracts from both companies. Pricing was comparable, search engine strategies and implementation of those schemes were similar (and very good), the back-end tools were thorough, but the design offerings were the differentiator. With that said, I couldn’t go wrong with either. For me however, I want the new site to have some uniqueness to it, something that makes it unlike every other auto Web site out there, so we decided to create a custom-designed site with TKCarsites.

The reasoning was simple. Look at auto dealership Web sites. In fact, do a google search or use your OEM’s site to search to find a dealership. Looking at just a few of them will demonstrate how similar many are and which ones offer something a little different. Don’t you think your online customers see this as well? It is so easy to visit a variety of dealerships online and make a judgement about which you want to do business with. Right or wrong – it happens. Knowing that the Internet rewards creativity, it’s important to be unique.

When I began the process with TKCarsites, they spent, and are still spending, quite a bit of time gathering information about our dealership, our market, our objectives and our timeline before any discussion of Web site design is addressed. That is how it should be done. In order to effectively market online, you must have that information before building the site. This is organic marketing that will pay dividends far into the future. We are excited about the direction we are moving and realistically expect the new site to be live by mid-March.

In researching for a new Web site, we contacted or at least attempted to contact what I consider to be all of the major players and even a few smaller companies. If they did not get back to me, I figured that was an early indication of their support as well and did not chase them down for my business. In addition to a great Web site with awesome search engine optimization strategies, I wanted a fair price and excellent customer service and support. I believe I have that, and you can check on the status of our decision by visiting http://www.oriellytucson.com – starting in mid-March – or by contacting me directly.
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Written by Craig Criswell
Internet Director
O’Rielly Chevrolet
CCriswell@AutoDealerMonthly.com

Web Site Statistics

After attending a recent automotive Internet conference, I was very encouraged, yet a bit overwhelmed, with all of the emphasis on Web statistics, shopper data and inventory software to help price/sell/buy/turn pre-owned stock. I have always been mesmerized with the amount of information the Internet has provided, both on the Web itself and through the data being produced by millions of people using the Web. Oh, the power we would gain from harnessing this data and molding it into usable knowledge with which to make solid business decisions.

The concern I have is that with so much data and information from so many sources, it is difficult to make decisions based on a certain piece of information if that information doesn’t apply to your region, your market or your dealership. Of all the information available, what info is really pertinent to your strategy and the way you measure success? You don’t want to spend a year developing a custom yardstick, only to find out you were trying to measure the wrong thing.

For example, in Web statistics, we have always looked at unique visitors, page views and lead conversion rate or LTV (lead-to-visitor ratio, which is the number of leads divided by total visitors). However, do you include ALL visitors, including be-backs to the Web site, or just first-time visitors? Knowing be-backs send more leads, you would want to measure the two separately—lead percentage from unique visitors versus lead conversion from be-backs.

It’s important to know how well your Web site converts shoppers, but it’s more important that your overall Web strategy, including follow-up, increases be-backs to the site. So what do we gain from this? You focus not just on increasing the four percent of first-time shoppers who send leads, but more importantly, the 26-plus percent of return shoppers who send more leads.

Also, as good as Google analytics are for single Web site traffic statistics, let’s be sure we are using the right yardstick and measuring the right item in the first place. We used to think that more page views per shopper meant more time on a Web site, thus the higher likelihood a shopper would send a lead. The fact is, there is no real correlation to number of pages views, number of leads, or page views to actual buyers. In fact, too many page views per shopper can result in a higher bail-out rate simply because they are not easily finding what they came looking for. Remember, for every click it takes a shopper to find specifically what they came looking for, about 24 percent of shoppers will bail out. That’s per click, so increased page views may not necessarily be a good thing.

Google analytics give good Web site load statistics and usability stats (load times, total page loads, most clicked pages, dead links, broken page loads, etc.). What it’s not good for is actual user stats and behavioral data. In other words, don’t assume that because you have a huge amount of traffic on a certain vehicle, this signals a buying trend. It might be that the car was priced too low, or you have more of that vehicle than most so the odds of hitting it are greater. Perhaps it’s an older unit that has been online longer and on more third-party Web sites. You would want to better determine what the situation is before you base a large inventory decision on this seemingly obvious piece of data.

We will explore better reports and data usage in future articles, but as an example, let’s look at some data that can have an immediate impact. Recently we were looking for the most-clicked car before a lead was sent on a particular model. For all people who sent a lead on a Honda Accord, the most commonly-searched car by these people, prior to sending a lead on an Accord, was a pre-owned Mercedes.

Now for your own dealership, look at your Web site stats and find the most common second choice of vehicles. This is called a “bait” car, meaning that people who look at pre-owned Mercedes would most likely be interested in an Accord. So now we can arrange our street-facing inventory to include the most likely “bait” cars to help attract competitive shoppers. This can be done with any model you sell new, and can be a great way to target-market to shoppers you didn’t think would cross-shop. Cool idea? We’ll explore how to find the right yard stick for your dealership more in the months to come.
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Jason Ezell
President and Co-Founder
Dataium LLC
JEzell@AutoDealerMonthly.com