Digital Dealer - August 2018 - 44

M A R K E T ING & ADVERT ISING: Dig ita l R et ai l

By Ilana Shabtay
Director of Business
Development,
AutoLeadStar

5 Signs It's Time
to Part Ways With
Your Conversion
Tools
With digital marketing
transforming at a rapid
pace, everyone has become
more discerning online.
Shoppers do 80% of the
buying process digitally, so
they're looking for websites
that make that as easy as
possible. They prioritize a
great experience, even over
the lowest price. This means
that dealerships are always
looking for tools that can
both respond to customer
needs in real-time and

44

AUGUST 2018

provide more transparent
ROI tracking. Across the
board, the chase for better is
on.

The good news is that
when it comes to conversion
solutions, the ones that help
customers have a great

VERIFY THAT YOU
HAVE ACCESS TO THE
DATA YOU NEED TO
ASSESS ROI ACCURATELY,
INCLUDING DUPLICATE
LEADS, TRAFFIC SOURCE
AND USER BEHAVIOR ON
YOUR SITE."

D I G I TA L D E A L E R . C O M

experience are actually the
best for your ROI because
they encourage loyalty,
engagement, and conversion. Advances in machine
learning mean accessing,
organizing, and using data
becomes easier all the time.
The bad news is that
many tools do not make
the cut: instead of helping
customers and dealerships
achieve goals, they throw
up obstacles that hold them
back. So, let's take a close
look at some of the most
common conversion pitfalls.
If any of the tools on your
dealership website commits
one of these cardinal sins,
consider if they can be better
optimized or if it's time to
part ways:
THEY SHOW UP AT THE
WORST TIME AND WON'T
GO AWAY

Every customer on your
dealership website has a
goal, whether to browse
VDPs, book service or
simply find directions to your
store. Picture a customer
looking for your opening
hours, scrolling across your
tabs and menus to find it,
when suddenly a special offer on a new truck appears-
"I don't even like trucks" -
blocking the screen. Instead
of enticing this shopper, this
offer literally gets in their
way while they were trying to
do something else. What's
worse, oftentimes multiple
popups appear at the same
time, like flies to swat away.
Many tools are difficult to
dismiss. This is like having
a shopper come into your
showroom to ask for help
with financing and having a
salesperson block their path



http://www.DIGITALDEALER.COM

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

Digital Dealer - August 2018
Contents
Message from the Show Director
How to Spot Potential Leaders in Your Organization
Bridge the Gap Between Where You Are and Where You Want to Be
Are You Organized for Success?
BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Accountability: The Centerpiece of Success in Fixed Ops
14 Ways to Recruit Technicians
Disciplined Innovation
What the Companies With the Worst Reputations All Have in Common
The CRM of Tomorrow, Today
Interview With Phil Mitchell of Sunset Auto Family
2 Messages From Dissatisfied Customers
Why Reviews from the Decision-Maker Matter
The 3 Essential Traits of High-Profit F&I Managers
Price Is the Easiest Part of My Job
Phone Power!
8 Tactics to Help You Stand out on Social Media
5 Signs It’s Time to Part Ways With Your Conversion Tools
Direct Response: Now More Than Ever
Digital Dealer - August 2018 - Digital Dealer - August 2018
Digital Dealer - August 2018 - Cover2
Digital Dealer - August 2018 - 1
Digital Dealer - August 2018 - Contents
Digital Dealer - August 2018 - 3
Digital Dealer - August 2018 - Message from the Show Director
Digital Dealer - August 2018 - 5
Digital Dealer - August 2018 - How to Spot Potential Leaders in Your Organization
Digital Dealer - August 2018 - 7
Digital Dealer - August 2018 - Bridge the Gap Between Where You Are and Where You Want to Be
Digital Dealer - August 2018 - 9
Digital Dealer - August 2018 - 10
Digital Dealer - August 2018 - 11
Digital Dealer - August 2018 - Are You Organized for Success?
Digital Dealer - August 2018 - 13
Digital Dealer - August 2018 - BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Digital Dealer - August 2018 - 15
Digital Dealer - August 2018 - Accountability: The Centerpiece of Success in Fixed Ops
Digital Dealer - August 2018 - 17
Digital Dealer - August 2018 - 14 Ways to Recruit Technicians
Digital Dealer - August 2018 - 19
Digital Dealer - August 2018 - Disciplined Innovation
Digital Dealer - August 2018 - 21
Digital Dealer - August 2018 - What the Companies With the Worst Reputations All Have in Common
Digital Dealer - August 2018 - 23
Digital Dealer - August 2018 - The CRM of Tomorrow, Today
Digital Dealer - August 2018 - 25
Digital Dealer - August 2018 - Interview With Phil Mitchell of Sunset Auto Family
Digital Dealer - August 2018 - 27
Digital Dealer - August 2018 - 28
Digital Dealer - August 2018 - 29
Digital Dealer - August 2018 - 30
Digital Dealer - August 2018 - 31
Digital Dealer - August 2018 - 2 Messages From Dissatisfied Customers
Digital Dealer - August 2018 - 33
Digital Dealer - August 2018 - Why Reviews from the Decision-Maker Matter
Digital Dealer - August 2018 - 35
Digital Dealer - August 2018 - The 3 Essential Traits of High-Profit F&I Managers
Digital Dealer - August 2018 - 37
Digital Dealer - August 2018 - Price Is the Easiest Part of My Job
Digital Dealer - August 2018 - 39
Digital Dealer - August 2018 - Phone Power!
Digital Dealer - August 2018 - 41
Digital Dealer - August 2018 - 8 Tactics to Help You Stand out on Social Media
Digital Dealer - August 2018 - 43
Digital Dealer - August 2018 - 5 Signs It’s Time to Part Ways With Your Conversion Tools
Digital Dealer - August 2018 - 45
Digital Dealer - August 2018 - Direct Response: Now More Than Ever
Digital Dealer - August 2018 - 47
Digital Dealer - August 2018 - 48
Digital Dealer - August 2018 - Cover3
Digital Dealer - August 2018 - Cover4
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