Dealer e-Process: Dealership Virtual Tours

Dealer e-Process: Dealership Virtual Tours

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Tracking Dealer Website Traffic

Your dealership has a web site. Your dealership website has visitors. You even sell car sales from your dealer website. Everything seems to be working: why should you go through the effort to track and analyze your web site traffic?

The fact is, the importance of tracking your dealer website traffic is not stressed nearly enough. At most, internet managers say, “Sure, I track my site traffic. We had 5,000 hits last month!” But that isn’t “tracking your site traffic.” That is a simple statement, and it doesn’t tell you anything about your site or your site traffic.

The importance of tracking your site traffic lies in the fact that proper web traffic analytics will help you answer these key questions: The only analytics we recommend at Dealer e Process is Google analytics. Google is a TRUSTED third party source that deals with data in massive quantities. For business decisions to be made accurately, Google needs accurate data.

Am I reaching my target market?
If you went about developing your web site systematically, you probably spent time researching and defining your target market. You then designed your site to reach those specific people.
But all your research was still – at its base – a hypothesis. You made assumptions about how to reach your customer base. Tracking your site traffic will verify what is actually happening on your site (who is coming and what they are doing), compared to what you expected to happen.

How are people interacting with my site?
Sure, people are coming to your web site. But what are they doing there? Do they hit the home page and leave? Do they go immediately to your free section and never browse your sale items? Do 90% of the people who click on your online payment form subsequently abandon it?

Tracking your site traffic will allow you to see how people proceed through your site, where they spend their time, what they do, and any problems they may be encountering. And that information can help you significantly improve their user experience – and your sales.
Where is my site traffic coming from?

To drive traffic to your site, you are likely engaged in multiple marketing efforts. You may have search engine optimized your content, engaged in article marketing, and developed reciprocal links from key partners. You may be involved in a pay-per-click campaign. Perhaps you also explored email marketing or print advertising.

Web traffic analytics will tell you exactly how successful each and every one of those marketing efforts is. You will then be able to cut the fat from your marketing plan and focus on the most strategic and productive campaigns.

What trends do I see?
The web is a constantly changing place. What worked last year may not work this year. You can’t rely on the mantra “we’ve always done it this way” and expect to see consistently positive results for years on end.

By tracking your site traffic, you will be able to see trends as they unfold: trends in who is coming to your site, how they are interacting with it, what they want, how they buy, etc. You will be able to respond proactively to changing patterns, rather than reactively scrambling to fix a situation after it has become a major problem.

If you are serious about using your dealer website as a tool for business, tracking your site traffic is an absolute essential. The questions above just scratch the surface of what web traffic analytics can do for you.

But the bottom line is this: tracking your site traffic provides you with quantifiable data to allow you to make wise decisions for your business.

5 Rules To Dealer Website Design

When choosing an auto dealer website provider, keep in mind you only have one chance to keep the internet visitor from clicking the exit button once they visit your site.

More than ever (92% of car shoppers use the internet before purchasing) your dealer website design represents your business and the face of your dealership!

For years, we have been told that when going to an interview you have 10 seconds to make a lasting first impression. There is no difference when designing your dealership website than making the first impression in an interview. You are making a first impression with the prospective car buyer who has searched the vehicles you are offering in your website design. The first impression can make the difference between getting a lead from that potential buyer or just a visitor to your website.

Rule #1.
Make sure the website provider has an unblockable and dealer editable home page pop up to show promotions and urgency for a sale or offer. Dealers should be able to turn on and off this promotion. Dealer e Process websites give the dealership full control of home page pop ups. The software is built in a way that it cannot be blocked by internet browsers.

Rule #2.
Make sure your dealer website design makes it easy for the visitor to find the navigation buttons. If a customer has to search for a navigation button to find information about the vehicles of interest or the navigation buttons are not working, the visitor may get frustrated and leave you website costing you a lead.

As a rule of thumb, your navigation buttons should be on the top of your web page because the majority of people read from top to bottom on the internet. It is also important to allow customers to find different ways to find inventory from the top to the bottom of the page. Having searches such as MPG,Payment,Fuel Efficient,Specials,Budget Row, etc are very important. Having just a vehicle search may not spark the imagination of a customer. HAVE MORE!

Rule #3.
When visitors are browsing your dealership site, have a clear indication for the visitor of where they are on your website and how to get to other pages.
You may want to put a link on each page that the visitor clicks to take them to the home page or another page relating to the information currently viewing. In other words do not confuse your visitor or your visitor may just click off the website totally.

Rule #4.
When choosing your website provider pay close attention to loading time, the time it takes your web pages to load. You can reduce loading time by reducing graphics on each page. A good website design should load under two seconds. Dealer e Process websites load extremely fast through the use of proper coding and zero flash.
The longer it takes the pages to load the more frustrating it can be to the visitor. People want it yesterday not today and definitely not tomorrow.

Rule #5.
Make sure your dealership website works in all internet browsers(Internet Explorer,Firefox,Safari). Too many times I have seem website providers that have designed websites that work in Internet Explorer 5 and 6, but not 7. I have seem some applications not work in Firefox at all. This is important as a broken lead form or chopped off vehicle pictures can turn customers away immediately. Dealer e Process websites are tested across all browsers as they are released.