Do you know exactly what your online providers call a conversion? What they call a lead? If you cannot definitively answer that question it might be time to have a chat with them. Although there seems to be endless oversight in the automotive industry, there is no industry standard for what we call a lead or a conversion.
Most people would agree that a form completion, email, text, chat or clicks-to-call all represent a lead as a consumer is engaging directly with your business. Sounds fair.
Unfortunately, some take it a step further. Over the past year we have seen more and more dealers boast about leads, conversions and cost per acquisition only to have no sales at the end of the customer journey (I don’t like funnels) to match the increased online performance. So why is that? What we see are some providers calling anything a conversion or a lead. Like what you ask? How about clicking through from a SRP to a VDP – is that a lead? What about VDP views or time spent on VDP? One dealer was even lead to believe by a provider that YouTube video impressions/views were a lead! $0.11/conversion sounds great, but do you consider that a lead?
Now I want to be clear, all of the above mentioned actions are definitely important to measure. We track them and call them significant actions, other people will break it down into Micro and Macro conversions. The point I want to make is you need to have a clear understanding of what your provider labels a lead, a conversion and a significant action and here is why: if you don’t understand or have complete transparency in your reporting you will focus on the wrong aspects of your business.
If your reporting tells you that online leads are raining in (like points from McDavid) but sales are not, you might focus on lead handling, sales process or something else when in fact the real issue is with leads and conversions. So have the conversation with your partner and make sure the definitions are clear.
Couple warning signs to look out for:
- If your partner will not give you access to Google Analytics, you should be concerned.
- If your partner will not use Google Analytics, you should be concerned.
- If your partner will not sit down with you monthly and review the reporting that they send you, should be concerned
- If your partner will not show you the back end of Google AdWords or Facebook and show you how your money is being spent, you should absolutely be concerned.
For more information about leads vs significant actions, don’t hesitate to give our team a shout.
So, you have decided to have work done on your website or online marketing. But who should you leave in charge? Many dealers figure they’re going to wind up with the same end result no matter the provider. Wrong! Value is what counts, and we are proud to offer just that to our Honda and Acura dealers across Canada
If you are unaware, we have been working with Honda and Acura Canada for the past 7 years on the Power Honda and CUV program and sending your certified used inventory to a number of different portals.
Our expertise in website design, online advertising, dealer tools, inventory management and much more makes us confident we can help you improve the results you are getting online. Why are we so confident we can help Honda dealers? It’s simple, we have proven ourselves to be a valued partner to Honda and a number of Honda dealers for over 17 years.
Here are a number of other benefits that Strathcom can offer you as a Honda or Acura dealer
Strathcom Media works with Honda to build websites that meet your brand guidelines, making it a smooth experience to develop a website that stands out and converts. You can also increase your online exposure through Strathcom as we can send your inventory to over 70 automotive and media portals across Canada.
Strathcom offers DMS automation and we are a Reynolds and Reynolds certified provider. If that doesn’t sound familiar, this means we can take the information from your DMS and drop it right into the back end of our easy loader market platform where you can adjust pictures, pricing and descriptions very easily.
If you are contemplating entering the online advertising world, or you’re not sure if your money is going to the right place, we can offer you a free online advertising review and we can develop a tailored strategy for your area. We would be happy to audit your campaign and let you know what’s working well and the opportunities available to you to improve your results.
Give us shout, we would be happy to sit down with you and answer any questions you might have!
As a millennial, I can admit that I come from a generation of people that like to feel recognized. Afterall, we are the Netflix-watching, Starbucks-drinking, everyone-is-special generation. If you don’t believe me, here are some stats:
- According to a study by Janrain, 74% of people get frustrated when websites have content, offers, or ads that have nothing to do with their interests.
- 62% of people under 34 years old are willing to share their location for more relevant content.
- 40% of consumers will buy more from a retailer that personalizes the shopping experience across all channels.
You might be thinking that these are just a bunch of random percentages and that just because millennials generally shop this way, doesn’t mean you necessarily have to sell this way.
But consider your own experience. Don’t you like being able to have your own, separate Netflix account so you don’t have to dig through the programs your spouse, friends, or your kids watch? Don’t you appreciate it when Amazon shows you the products they know you will be interested in? I don’t know about you, but I appreciate it when companies make things easier for me.
At Strathcom, we know that personalized content is something your potential customers want. This is why we developed our website personalization tool. This tool keeps track of the pages your visitors look at so next time they visit your site they are shown content relevant to their needs.
With our website personalization tool, you are able to customize the image, the video, the messaging, and the calls-to-action based on the inventory viewed by each individual user. If they are a student looking at vehicles that are at a lower price point, you can change the image or video to a small car and the messaging to “check out our vehicles under $10,000”, for example. Or if they are a lawyer looking at more high-end, luxury models, you can change the image to a video slider that showcases luxury details. Since these visitors likely aren’t as interested in special offers as they are in showing up their neighbours, you can change the messaging to “only 2 left in stock” to utilize their fear of missing out.
This is just one of the ways we can personalize your site. For more information on our other tools such as Notepad, Geo-Fencing, and Silent Salesman, drop us a line at email@example.com or subscribe to our newsletter!
Head on over to your site and take a look around. Have you ever wondered how your site traffic finds what they’re looking for? Today it is all about efficiency: how quickly something can be done, with as little pain as possible. (Hello, Keyless Go!) But wait – what about customer service? Isn’t buying a car supposed to be a memorable experience with the best team of people helping you out every step of the way?
As you are probably aware, the journey to purchasing a vehicle starts way before the customer walks through the door. How is your dealership supposed to make that first impression and keep their interest? Why not start with your website?
Introducing Notepad! Strathcom has recently created a whole new level of options to help your dealership hold the attention of the valuable traffic coming to your website. The Notepad feature combines the best of both worlds, creating efficient customer service.
Add Notepad into your site, and users will be greeted with a small tracker that automatically tracks which vehicles they are looking at. Why do we say this is the best of both worlds? Because we do the work for the user! With no login necessary, your potential customers aren’t distracted from their main focus – your inventory! From there, your site will keep track of which cars the user has shown interest in; plus it gives them notifications of price changes! And finally, next time the user heads back to your site, Notepad will be there to remind them of the units they looked at last time so they don’t have to start at square 1. If the car has been sold since the last time they visited your site, Notepad will automatically remove it. It’s quick, easy, and ever-so-painless!
Notepad is just one of many great tools that Strathcom is now offering. So sit back and let us take care of the heavy lifting!
For more information on Notepad and our other website personalization tools, give us a call today or subscribe to our newsletter.
Thinking about switching current website providers? Looking for a solution to help with your online presence? Kia is committed to providing their customers with high-quality vehicles and is committed to making ownership a satisfying experience. Strathcom is also in the business of providing a great experience for users shopping online.
So why choose Strathcom to build and maintain your Kia website? Here are a few reasons why – just like Kia – Strathcom has “The Power to Surprise”:
Kia Compliant Websites
- From having the correct fonts, colours and logos, we work closely with Kia to ensure all of our sites meet Kia’s standards.
24/7 Online Chat
- With the changes to Kia’s website standards, all sites should include an online chat. We work closely with CarChat24 to provide Kia dealers a 24/7 online chat solution that is monitored by actual people, and not robots.
- Present the monthly cash, finance and lease incentives right on your vehicle description page.
- We will make your website look good on all devices and screen sizes.
Brand Standards for Online Advertising
- As a Google Partner we work closely with Google to create high quality AdWords campaigns to generate you more clicks and leads. We will also submit all of your co-op claims!
- We currently syndicate to over 70 destinations like Kijiji, and Trader. We make sure your inventory gets in front of the right people.
On top of all of these kick ass features, we also offer Blog Services, Ongoing SEO, and Google Certified Representatives that will help take care of the ever changing online landscape. We also offer technologies like Personalization, Geofencing, Silent Salesman, Notepad, and more.
Let us be your one-stop-shop for all things Kia. Contact us today to find out more, or subscribe to our newsletter!