Changing website providers won’t fix what is really broke. Simple strategies to fix any website!

There is a reason that hundreds to thousands of dealers switch from ‘website provider A’ to ‘website provider B’ every year, with just as many if not more switching from ‘website provider B’ to ‘website provider C’, and just as many if not more switching from ‘website provider C’ to ‘website provider A’…and so on and so on. It has been a vicious cycle for many years now. It is like running on a treadmill! You run and run and run but never actually go anywhere.

I am not saying that all website providers are created equal, because they are not. What I am saying is there are some basic fundamentals of marketing that can be applied to any website that will dramatically impact your website conversion rates, show rates, and sales and you should know and apply these fundamentals no matter which website provider you are using.

It is equally important that you understand that these same fundamentals apply to all of your online marketing components (your website, your generic SEO, your SEM/PPC Campaigns, Microsites, Craigslist and other Local Listing efforts, etc). I will show you how to easily apply these fundamentals to all of your existing online marketing strategies to help you get better results from every online touch-point.

Your conversion rate isn’t based on any “one” thing. It is a combination of many things that all add up to very large percentages. Small adjustments can add a 1% to 2% increase here and there. Your effort is to make several small adjustments that will add up to a 10% to 15% increase. I will show you where to make small adjustments that can lead to big increases in your conversion percentage.

People are shopping online because they want to save time! Every second that it takes a shopper spends trying to figure out “what do I do next” puts you one second closer to them being distracted by “life” and clicking off of your site never to return again. Traditional thinking is that the longer people are on your website the better. In reality the “quality” of the time a shopper spends on your website is much better than the “quantity” of time. In fact, your goal is get the shopper “off” of your website and into your store as quickly as possible. I will show you how to reduce the amount of time it takes to give a shopper what they want/need and how to get them into your showroom faster…and earlier in the buying cycle.

Each of your online marketing strategies needs to have a clearly defined GOAL before it goes live. What is the #1 Desired Action that you want to motivate from each shopper who is seeing a specific ad? What are the #2, #3, and #4 Desired Actions that you want to achieve if you cannot motivate Desired Action #1? Your #1 Desired Action should be for the consumer to get off of the Internet and come down to your store. All touch-point ads should clearly motivate the #1 Desired Action. I will show you how to motivate shoppers to “visit your store” as your #1 Desired Action with a message that is “relevant” to the specific ad that the shopper is seeing.

To maximize your experience in my session, it would be helpful if you brought the following information with you:

• What is your current Unique Visitor Count?
• What is your current Bounce Rate?
• What is your average Time on Site?
• What is your average Page Views per Session?
• What is your average Conversion Rate?
• What is your average Lead Show Rate?
• What is your average Close Rate per Show?

I look forward to visiting with you at Digital Dealer!