Digital Dealer - April 2018 - 47

COMMUNICATIONS

next stop and check
out each of your vendors' "Bounce Rates." A
"bounce" is counted when
a visitor makes it to your
website, but then immediately leaves without
engaging the site at all, so
the lower the bounce rate,
the better. How did your
vendors do? Did 90% of
their traffic bounce out?
If so, you paid for a lot
of worthless clicks. The
internet is full of, ahem,
interesting folks, who
do strange and unusual
things, but if your vendors
are targeting the right
people, they should be
able to keep their Bounce
Rate below 40%. If your
vendor offers a Bounce
Rate guarantee (there's
only one vendor I'm aware
of who offers this), how
did they measure up to
their promise?
Your express train's final
stop will be the next to
last column, "Conversion
Rate." This measures the
rate at which the clicks
turned into completed
Goals, whether you're
hoping to measure behavioral engagement like
looking at SRPs, VDPs
and watching videos, or
hard lead conversions
through the use of forms,
chat, or click to call. Again,
how did your vendors do?
If they sent a lot of traffic,
but no one did anything
worthwhile while they
were on your site, it's likely
that vendor isn't going
after the right shoppers.
Once you have enough

experience as a conductor, you can take
the longer, more scenic
route through Analytics
to help you determine if
traffic is worthwhile, but
total clicks, bounce rate,
and conversion rate are
far and away the three
most popular stops. Your
vendors should jump at
the chance to take a trip
on the vendor evaluation
train with you.
Any back-end report
can show that a vendor
is the greatest thing since
trains went electric. But
Google is an impartial
third party who is beholden to no one, and being
able to measure each
vendor's performance
using the same set of
metrics gives you an
apple to apple comparison on quality that you
won't get from any vendor
dashboard.
If your final destination
is more car sales, the data
provided by Google Analytics can take you there.
All aboard!
TRACIE COSTABILE
currently serves as COO
of Dealer Analytics, the
premiere affordable and
independent Analytics
reporting company
specializing in automotive.
Her PR and Marketing career
began in 1996, and over the
years she has worked with
companies such as Disney,
MGM, NBC, and Warner
Bros. EMAIL: traciec@
dealeranalytics.com

Let Fair move your pre-owned cars faster, at zero
cost to you, while unlocking a game-changing
customer experience. Learn more today.
fair.com/dealer 800.584.5000 dealers@fair.com

ADVERTISERS INDEX
ADVERTISER

PAGE

Affinitiv.............................................. 1
Construction SuperConference..... 41
Dealer.com...................................... 4-5, 33
Dealer Synergy............................... 15
DealerTrack..................................... Back Cover
Dominion Dealer Solutions.............. 3
ELEAD1ONE................................... 13
Fair .................................................. Inside Back Cover
Kelley Blue Book.............................. Inside Front Cover
Naked Lime...................................... 21
National Pavement Expo................. 37
Trade Rev......................................... 19
Reynolds & Reynolds...................... 9
Rosenfield and Company.................17
vAuto................................................ Tip Cover
The index to advertiser page numbers is published for reader convenience. Every
effort is made to list page numbers correctly. The listing is not part of the advertising contract and the publisher is not responsible for errors or omissions.
D I G I TA L D E A L E R . C O M

APRIL 2018

http://www.fair.com/dealer http://www.fair.com/dealer http://www.Dealer.com http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - April 2018