Many dealers and sales staff simply do not have the time to take a look at their metrics and make decisions about what they’re seeing. To go a step further, many dealers also just don’t have the bandwidth to understand what their site traffic means and how to best take control of their web assets to increase the probability of sales.
That being the case, dealers are often missing out on high-value business intelligence that could change the game in terms of Internet leads and sales. So, how can dealers understand their web traffic in a way that will better allow them to deepen deals, change their sites for a higher probability of success and motivate buying audiences toward purchasing cars?
The secret sauce starts with having a working knowledge of how your back end numbers are generated. The first step is to have a tight relationship with the person on your team or in your marketing company who has control over those numbers. Your web dashboard contains some statistics about visitors – or your web site might be using Google Analytics, which is a valuable and free way to measure traffic and take a look at how numbers change over time.
Whether or not you’re using Analytics, you have some prime opportunities to understand how visitors are shaping the way you should change your website and take a look at your existing web assets. The first thing to consider is how traffic waxes and wanes over time. Take a look at trend lines associated with the way your traffic drops and grows. Aside from the obvious sales times or peak volume times of year, do you see any increases in traffic over time that could lend credibility to doing special sales and deepening advertising investment?
You don’t need an analyst to tell you how to look at numbers if you have a trend line to examine yourself. The best way to examine the trend line is to take a look at how the peaks correlate to opportunities or sales you’ve created throughout the year. If you are able to correlate those peaks to actual sales activities, you will begin to see a pattern emerge over time of what is working the best, as well as being able to compare any traffic numbers to conversions for car sales to determine if specific traffic flow is being turned into a sale. If it isn’t, your dealership has a valuable opportunity to take a look at how your sales staff approaches a sale and make changes there if necessary.