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Friday, November 09, 2007
One Thing a Dealership Can Do to Increase Web Leads
Site Visitors: 1452
Contact Forms Submitted: 7
Credit Apps Submitted: 9
Overall: 1 lead for every 91 visitors
Site Visitors: 1599
Contact Forms Submitted: 24
Credit Apps Submitted: 41
Overall: 1 lead for every 25 visitors
The site statistics have not changed much at all, but by making some adjustments to the site layout, this dealer has increased his conversion rate to 4 times the amount it used to be. We run into these sort of problems on a daily basis. A dealer may want to do something on his/her site that they think is a good idea, but I wish more dealers would listen to those of us who have been in the online media industry and have seen how much business these type of "mistakes" can cost. Going off the last 3 weeks stats, let's assume this particular dealer had 27,716 visitors for the last 52 weeks. If they had the same conversion rates they see since the redesign, that would be 1108 leads. With the old conversion rates it would only be 304 leads, a difference of 804 for the year. As a dealer you know your closing ratios, so would it be worth it for you to make a small change and have a crack at an extra 804 car shoppers over the year?