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Mastering the Art and Science of Website Conversion

Mastering the Art and Science of Website Conversion. AMIR AMIRREZVANI background. DealerOn Co-Founder/Owner 18 years in Auto Industry Retail experience at: Van Tuyl Penske DarCars Noted Conference Speaker on Digital Marketing & Conversion. 2. 2. Your conversion rate is….

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Mastering the Art and Science of Website Conversion

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  1. Mastering the Art and Science of Website Conversion

  2. AMIR AMIRREZVANI background • DealerOn Co-Founder/Owner • 18 years in Auto Industry • Retail experience at: • Van Tuyl • Penske • DarCars • Noted Conference Speakeron Digital Marketing & Conversion 2 2

  3. Your conversion rate is… How many of THESE guys… Turn into THESE guys! goal Goal Your Website Expressed as a % Your goal can be • Making a Purchase • Submitting a Lead Form • Subscribing to Newsletter • Or whatever you choose

  4. DEALERSHIP WEBSITE CONVERSION RATES 4

  5. DEALERSHIP WEBSITE CONVERSION RATES 5

  6. DEALERSHIP WEBSITE CONVERSION RATES 6

  7. DEALERSHIP WEBSITE CONVERSION RATES 7

  8. WEBSITE CONVERSION – WHAT’S POSSIBLE? 10% 7.8% 7.7 % 7.7 % 8% 6% 4% 2% 0% AntwerpenToyota LeithToyota Avg. Dealer Websites Scott ClarkToyota 8

  9. WEBSITE CONVERSION REALITies 4,000 visitors per month 15% Of all leads convert to sales of a vehicle 48 cars 12 cars +36 Cars per month 2% Conversion 8% Conversion 9

  10. What is the cost of CONVERSION? 4x cost to drive the traffic needed to sell 48 cars 48 cars 48 cars 2% Conversion 8% Conversion 10

  11. Lead Capture Coupon • Lead Capture • Coupon • Motivation • Action • Simplicity 36% More Leads 11

  12. Showroom incentives • Showroom • Incentives • Motivation • Action • Simplicity • Trust 17% More Showroom Visits 12

  13. Case Study #35 – Optimize Credit Application Form to Increase Special Finance Leads • Background– Kia Dealer is focused on sub-prime financing, wants to increase credit leads from website traffic. • Goal– To increase credit applications and lower cost per acquisitions • Methodology– A/B Split Test • Duration– 2 months 13

  14. CASE STUDY #35 – Credit Lead Optimization Before After RESULT: CONVERSION UP 300% Trust 14

  15. Case Study #41 – Optimize New Car Form Submissions from Inventory Search Results Page • Background– Toyota dealer would like to test a re-design of their lead collection form on the inventory search page • Goal– To increase new car leads • Methodology– A/B Split Test • Duration– 30 days 15

  16. Case Study #41 – Optimize New Car Form Submissions from Inventory Search Results Page 16

  17. CASE STUDY #41 – New Car Form Submission Page Before After RESULT: CONVERSION UP 130% 17

  18. Case Study #47 – Optimize Used Car Form Submissions from Vehicle Details page • Background– Nissan dealer would like to test a radical re-design of their used car vehicle details page • Goal– To increase used car leads • Methodology– A/B Split Test • Duration– 30 days 18

  19. Case Study #47 – Optimize Used Car Form Submissions from Vehicle Details page RESULT: CONVERSION UP 70% 19

  20. Case Study #174 – Add Consumer Reviews to Vehicle Details page • Background– Nissan dealer would like to test the impact of displaying live consumer reviews on their vehicle details page • Goal– To increase used car leads • Methodology– A/B Split Test • Duration– 30 days 20

  21. Case Study #174 – Add Consumer Reviews to Vehicle Details page RESULT: CONVERSION UP 25% 21

  22. Case Study #261 – optimize text & Match messaging across ppc ads and landing pages • Background– Honda dealer would like increase ROI on PPC budget by optimizing landing page conversion ratios • Goal– To increase new car leads • Methodology– A/B Split Test • Duration– 30 days 22

  23. Service-optimized PPC landing page 60% INCREASE IN ROI 23

  24. tools for your toolkit 24

  25. crazy egg - Click tracking Heat Map Where people clicked on your site Scroll Map Shows how far down the page people are scrolling Overlay See the number of clicks on each element of your page. • Confetti • Distinguish all the clicks on your site segmented by referral sources, search terms & more. 25

  26. Google Analytics – reporting suite • Google Analytics • Bounce Rate • Conversion • Heat Map 26

  27. User Testing – task oriented usability testing • User • Testing • Live Testing • <$30/test • <1 hour 27

  28. Visual website optimizer – a/b testing software • Visual Website Optimizer • A/B Testing • Multi-variate • No Coding 28

  29. Takeaways to IMMEDIATELY increase Conversion • Add incentive based lead capture tools • Simplify/Optimize Lead Forms • Add Customer Testimonials 29

  30. Questions? • Amir Amirrezvani • EVP & Co-Founder • (301) 908-2021 • (877) 543-4200, ext. 5004 • amir@dealeron.com 30

  31. Discuss YOUR 2012 Strategy Stop by Booth #1211

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