The second you receive contact information on a potential customer, you’re essentially opening a huge door of opportunity. That’s why auto sales leads are so vital. Unfortunately, the vast majority of people who step onto your lot do not offer up their contact information.
You’ve probably got even more people dropping into your website who also rarely leave their information. However, it is valuable to know what they’re doing on your site, if they are absorbing your content, and how quickly they’re bouncing from your site to another.
Nearly 90 percent of car shoppers are doing the bulk of their research on the Internet. According to a 2016 report from Autotrader and Kelley Blue Book, car shoppers spend roughly seven hours doing research before they pull the trigger on a purchase, and they’re doing it online. As you probably already know, they’re mostly wary of leaving their personal information with you, but you can learn important information about them from your website analytics.
One of the first things you want to check on your analytics is the number of page views your site is getting. More importantly, knowing which pages are getting the most views can be quite telling. If you find that most of the traffic is going to your careers page, you’re probably due for a content overhaul or a complete redesign.
Tracking how fast viewers bounce to another site is also important. If your rate is high, it could point to viewers not being enticed by your content, which will require you to address that issue quickly. Another issue could be with the design of your site. If it’s difficult to navigate, your prospective client will bounce.
When online shoppers repeatedly return to your site, they’re probably getting close to making a purchase. If you don’t see many return visitors, try enhancing your research tools to make it easier for them to find what they’re looking for.
Adding new content is also extremely important. Constantly updating your site and including new information allows your return visitors to get something new out of each visit. Take a look at what your competitors are doing and have your website administrator do something unique on your site that will help it stand out from all your competitors.
Not all web developers bring the same expertise. Shop around and make sure you’re working with individuals that offer results. Don’t be afraid to pay for the best – you’ll likely see a handsome return on investment.