Stategies - Fusionzone automotive
In my last blog, I shared a few design tips I have seen drive website conversion rates as high as 10%. In this blog, I would like to move onto the next step and share advice about how to recognize and measure if your website changes are, in fact, effective.

Many dealerships regularly make (or request) changes to their website to increase conversion or optimize website traffic. However, it can be a frustrating process to know what is working or not. Below are four simple tips that can help you establish how to effectively track and measure if changes to your website are making a difference.

1. Set the right KPIs– To effectively track changes, you must know the key performance indicators (KPIs) to measure. This will vary by the type of dealership and individual goals, but will often be conversion rate, bounce rate, traffic growth, etc.

Some dealerships use discounted pricing found behind lead forms. In that case, conversion would be an essential thing to measure. One-price and transparent pricing dealers will probably be most interested in traffic growth, bounce rate, SEO results, etc. All of this can be tracked in Google Analytics. Discuss your KPIs with your website provider and ensure they are setting proper goals in your analytics account so that you can easily track these KPIs.

Often, dealerships grasp in the dark at various changes. Setting realistic and correct KPIs will eliminate this. What changes do we want to make? What is the goal of these changes? What are the KPIs that will track the effectiveness of these changes?

Look at the KPI for each specific change. If you are changing the lead process, establish your goal and KPI tracking for this particular change. If you are changing the lead structure, the likely KPI is conversion rate. If you are changing the SEO strategy, you will likely want to look at YOY traffic growth, bounce rate changes, specific keyword rankings, etc.

2. Discuss changes with your Website Provider–Discuss with the performance manager at your website provider what they expect to happen with any changes. Will it increase conversion rate, the amount of traffic to the site, or percentage of market on site? What is it your provider expects to see from that change? Setting and tracking KPIs should be a collaborative effort with your website provider. Keep in mind that vendors have likely seen any specific change hundreds or even thousands of times. They have a pretty good idea of how effective it will be based on your specific geographic area and the results they have seen from other dealers making the same change.

So, discuss what they feel would be the right KPIs for you to track. Often, dealers think that a particular change will have a considerable impact on a KPI, perhaps driving more leads or more traffic to the site. Your provider should know if the goal is realistic or not. Discuss it with them. Again, your website should be a collaborative process. Your provider should know the effects that specific changes will have and what realistic goals look like for each of those changes. If they don’t? Find a new provider. As a dealer, you should be an expert on selling cars. Your website provider should be an expert on how to achieve the realistic goals you want to achieve for your website.

3. Make the Changes – Now that you’ve figured out what your goals are, and have
discussed with your website provider if the proposed changes will help you meet those goals, the next step is to make the changes. But if there is one point I would like you to take away from this blog, it is that you cannot make mass changes and expect to track any KPI. That is probably the most critical point in this entire process. If you change 15 items at a time, it is difficult to know which change affected which KPI in which way. Many dealers will look through their website and say, “We don’t like these following 30 things and want them all changed.” That is fine, just don’t expect to know if any of those changes had any real impact, or which ones had the effect you were shooting for.

Limit changes to a few at a time and then track those changes over a set period. Establish what your goal is and see if those few changes make a difference. Narrow down those changes and revisit with your website provider after 1-2 months and discuss the results. If those changes don’t improve the KPIs that you want, then move on to your next change.

4. Don’t Freak Out! – Many dealers make changes to their websites and are alarmed when they don’t see an immediate impact. Frequently, I see dealers request a change and then become frustrated when nothing changes in a day or two. Give changes time to work so you can see if they are making a difference. You need, at a minimum, a couple of weeks of data to have a large enough data set to determine if you are achieving the goals you have set. The larger the data set, the better. So, if you can look at a data set after a month or two, you will have even better insight into the impacts of your site changes.

Imagine having a salesperson that is consistently your top performer, month in and month out, but they have three consecutive days of not closing anything. Does that mean you should fire them? No, you’re just looking at a tiny data set, when a more extensive data set based on a larger time frame would give you the full story. The same logic applies here.

In summary, set the specific changes you want to make. Set the KPIs you will use to track those changes. Discuss the expectations with your provider. Don’t make mass changes and use a large enough data set (two weeks minimum) to see the results.

Relax, make changes that align with your goals, and wait for the tree to grow. It won’t happen overnight. Make changes strategically and methodically and watch the data over some time. You should then be able to optimize your websites without running around in circles wondering why nothing is working.

 

“Hey Alexa, order me more shampoo. Also, can you get me a trade number on customer Smith, make sure that our inventory is up to date online, improve my service drive experience, skyrocket our profitability, and find out why John didn’t show up today? Thanks, Alexa!”

 

Anyone else tired of hearing that Amazon, Apple, and Google should be the gold standard measuring stick for any business objective or industry? It’s gotten out of hand. Your dealership, your business model, your corporate culture, the customer experience, your online presence, e-commerce strategy, and just about anything that you can think of. Did you know, the utopia that is the Amazon, Apple, & Google trifecta has the answer to all business problems you could ever imagine? If you can be just like them, you’ll win at everything forever. 

 

Forgive me for the snarky hyperbole, but let’s face some cold hard truths. Buying a car will never be like buying a pair of socks. We’re not in the business of competing to serve up the most relevant search results for “how do I make potato soup?” or get more likes than the Instagram egg. Our products have usage lifecycles that last about the length of 6 iPhone releases (and stay relevant long after your phone is a paperweight).

 

Yet, this myth persists. The idea that because customers can have Alexa buy them shampoo online, have Siri give them directions to a concert, or download the latest single with 1 click, that buying a car should be just like that or at least close. While we can certainly learn about consumer behavior from these interactions, I am here today to say that buying a car should not be more like these interactions. It can be BETTER.

 

Consultants, industry gurus, and keynote speakers are trying to convince dealers to be more like these companies when their business model and products are just not relevant to the purchase journey of an automobile. I am a firm believer that businesses should look at other industries to learn valuable lessons and strategies, and this is undoubtedly the case with elements of what the Silicon Valley giants can apply to the auto industry. However, let’s take a step to evaluate what auto dealers can do to be the best at their own game, before trying to change the rules to be like another. 

 

The sequel to this dialog (Part 2 of a 5-part exploration) will be a look into 3 industries that are NOT solely tech-focused that the auto industry can benchmark and spare you from trying to emulate the tech worlds hype inducing myopic approach to business in the 21st century. So, don’t install those nap pods into your employee lunchroom just yet and put away the customer self-serve Kombucha tap. Here are some highlights on what you have to look forward to:

 

  1. Real Estate – The two most expensive things most people will ever buy: #1 Their house and #2 their car. People shop for a new home or apartment in the same fashion that they shop for a new car. They already have an idea of what they want, they research where to get it, and they study how much it will cost them. In the case of home purchases, the majority also need financing just like a car. The similarities to the auto industry are uncanny. Inventory listings, display pages, search radiuses, quality photography, and how most have an “agent” to purchase something. We’ll explore how what is real estate doing differently than we are that works and what can we learn from companies like Zillow or Realtor.com.
  2. Hospitality – No industry knows how to better deal with the public than the hospitality industry. Indeed, there are highs and lows in terms of customer service examples. However, companies like Disney, Montage Resorts, and Virgin are all pioneers in taking the customer experience to a more positive and fulfilling place that creates zealous brand advocates worldwide. Like it or not, most customers view buying their next car about as positively as getting their next root canal. We’ve got our work cut out for us. I will dive into what we, at the dealership level, can implement from customer service innovators like Richard Branson and Bob Iger, not necessarily the tech disruption stalwarts like Jeff Bezos or the late Steve Jobs.
  3. Grocery Retail – Another industry that is in the thick of disruption from tech, many retail grocery stores are suffering from tightening margins and online competition. The popularity of meal and grocery sites such as Blue Apron and Peapod.com have grown in popularity. However, there is still fight left in the retail sector. Especially for those who can deliver a more involving customer experience, better produce, and a unique approach. Some have not clung to tradition but have embraced the disruption of competition by one-upping them at their own game.

 

I look forward to hearing from those of you interested in this topic and encourage you to comment if you have ideas for industries or examples of business that I can include that are truly outside of the “tech” box. I would have just included them all in one great post. However, I had to follow my own advice. I took a page from another industry that suggests sequels are a guaranteed way to keep people coming back. I wonder what industry that could be…

Conversion rate (internet marketing) concept. Businessman (marketer) draw growing graph of rise conversion rate.

It’s a well-known fact the best leads aren’t the ones that are bought, but those that convert on your website. These leads close faster, close at a higher rate, and close for higher gross than any other online lead. The problem is that websites are consistently converting less than 1% of their traffic into leads. Some are higher, some lower, but rarely does anyone convert at higher than 2%. Below are a few design tips that I have seen drive website conversion rates as high as 10%.

These guide consumers to where you want them to go and pique their curiosity. By eliminating choice, they drive consumers to do what you want them to do on your site, submit a lead; giving your sales team one more chance at bat with an in-market car shopper! 

 

1. Where Do We Go from Here?– Imagine driving towards a destination, in the dark with no road signs, and your GPS stops working. Sadly, that’s very similar to the experience many dealers currently offer their online customers on their homepages. 

 

90% of visitors to your site are looking for one of three things: new inventory, used inventory or service. Doesn’t it make simple logical sense to have these 

areas clearly marked at the top of your homepage? I always recommend 3 large CTA’s on your homepage, one for each of these options. If you have additional profit drivers you can add simple CTA’s for those as well (no more than 6), but again, 90% of clicks are going to new, used, and service. These should be the first 3 CTA’s on your homepage. They should be above the fold, and they should clearly indicate where they will take a consumer.  

 

Your homepage, above the fold, is the map you are providing to consumers. “Here’s how you get to the destination you came here to find.” Somewhat counterintuitively, you want to eliminate choice for the consumer. You want to direct the consumer where you (the dealer) want them to go, to your product.  

 

Another point to keep in mind for your homepage is that few consumers will scroll down on your page at all and less than 5% will ever make it to the bottom of your homepage. This means that the content found below the fold (anything you must scroll down the page to see), isn’t really for consumers. Sure, you should put some specials on sliders, and a small fraction of consumers will interact with those. Truthfully though, almost all the below the fold content is strictly for SEO purposes. You should ensure that your website provider provides quality SEO content on your homepage, but that is a topic for another article.

 

Think of the lowest common denominator and structure your website so that the dumbest person in the world can easily find their way. If you make it simple for customers, more of them will find their way to where you want them to go AND have a better customer experience along the way.

 

2. Don’t Create Friction in the Search Process– The key to continuing consumer engagement once they do click on a CTA is to deliver relevant results. Just as Google focuses on relevance, the same concept applies to your site.

 

Once a shopper clicks on a CTA, many dealer sites take them to an irrelevant page. Most are set to deliver SRPs in a specific order. In most cases, all new or used vehicles and price, high to low. The problem is that this page is often irrelevant to the consumer. 

 

Let’s say I’m shopping at a Toyota store because I am interested in a base model new Camry. I come to your site, click new inventory, and am given an SRP with all your new vehicles priced high to low. This result is irrelevant for me, requiring me to either scroll through hundreds of other vehicles to arrive at the ones I am interested in or take additional steps to filter through inventory.

 

What if you delivered relevant results instead? This really isn’t that difficult. After a consumer clicks new inventory, rather than delivering them an SRP with every vehicle you have, first take them to a page where they can filter their results. This can be done by price, body style, model, etc. This simple change will result in a lowering of your bounce rate on SRP’s (sometimes by as much as 30-40%), which means that a higher percentage of consumers interact with your inventory. This will also lead to an increase in lead volume. 

 

One more thing on this point, when it comes to your SRP and VDP pages the same principal about limiting your CTAs applies. Don’t overwhelm your potential car buyers with 30 options. Keep it simple, limit to 3 CTAs with a focus on results that you want. Generally speaking, these are a lead form, click to call, and either digital retailing or a credit application.

 

3. What’s the Ultimate Goal? – The ultimate goal of any dealer’s website is to interact with the customer. The only way to convert a customer into a sale is to gain interaction. If you structure your site correctly, more customers will engage with you, leading to more sales.

 

It’s ironic that many of the things that we did in the 90s still work today. The bottom line is that – especially today – consumers need to be incentivized into giving up their information. The number one reason that consumers do not submit a lead is that they believe it will provide no benefit to them. Consumers don’t see the need to “check availability,” feeling that if the vehicle is on your site, it should be on your lot. Dealers must provide the “why” behind lead conversion. The most compelling “why” I have seen is offering a pricing concession in return for lead submission. This can be achieved by clearly indicating to a consumer that a lower price is available if they simply submit a lead. 

 

Today’s consumers are conditioned for instant gratification. Many dealer websites promise a price reduction in return for a lead but don’t deliver; instead, they  return a message, “a salesperson will call you with our price shortly.” All this does is upset consumers. Imagine you are shopping for a TV. You see a button that says, “get the best possible price on this tv instantly!” You click it, you give your name and phone number, and then a page pops up saying, “we will call you soon with your price.” That method isn’t likely to make you a fan of that business. The same principle applies here. Give a CTA that incentivizes consumers to submit a lead, and then deliver on your promise of a lower price, instantly.

 

It really doesn’t matter how much savings you offer; so long as it is provided instantly and fulfills any promise made in your CTA.

 

4. First to Make Contact Wins – In the end, typically the first dealership to contact the customer, to interact, build rapport, and set a sales appointment wins the sale. The faster a dealership can get a customer on the phone; the more likely that customer will still be on the dealership’s website and looking to buy a vehicle. There are a multitude of tools available to achieve fast connections with your consumers. However, you also have to examine your internal dealership policies. Take the time to test your lead process yourself. Go to your site, submit a lead, and see how long it takes for you to receive a response. Five minutes? Ten? Longer? Ask yourself, if I had submitted this lead on my site and my competitors who would have contacted me first? If the answer is your competitor, you have a problem! At that point, you need to identify if the problem is people, process, or product. 

 

When I work with dealers on this issue, the answer is almost always process or product.

 

The highest converting dealer websites are winning by creating a pathway that fulfills the customer’s desire for immediate gratification by delivering relevant results. They provide clear calls-to-action and respond promptly via phone and email to initiate the right kind of engagement to drive a sale.

 

Dealers who encourage customer engagement by providing precisely what they are looking for find they engage via form submissions more often and, ultimately, are more willing to work with the dealership. Customers are more likely to continue engagement either via phone or in person. And that’s how you increase time on site, decrease bounce rates and sell more cars.

Facebook Ads - Fusionzone automotiveOver the years, Google has firmly established itself as the 800-pound gorilla when it comes to search ads. After all, it is, without a doubt, the most used search engine. And, because of that, enjoys the monetary benefits from many ads. 

In the automotive industry, to gain valuable traffic from in-market consumers, dealers compete with manufacturers and third-party lead providers for key search terms. The manufacturers and third-party listing services have a much bigger search engine marketing budget than most dealers, so it can be difficult for dealers to compete. 

Ah, but what about Facebook?

For early adopters, Facebook was the buried treasure that others had yet to find. But has since grown enormously and businesses enjoy the targeted reach, branding opportunities and leads that a correctly configured Facebook ad campaign can bring. 

And now it could be getting even better. 

According to Search Engine Journal, Facebook has quietly begun testing search ads for its advertisers. What does that mean? Instead of being limited to distance, demographics, and interests, you will shortly be able to target Facebook users by their searches a la Google. 

While the data set that Facebook uses for targeting is massive, it can be hit or miss. However, similar to Google search keywords, a Facebook user searching “used cars Dallas, Texas,” or “used Chevrolets Dallas, Texas,” is likely to be much lower funnel, and much more relevant for you to target with ads. And quite possibly not even part of the targeting your dealership uses. Not every buyer is the same, and their interests vary. BUT that doesn’t mean qualified buyers don’t exist outside of your dealership’s usual targeting demographics. 

The benefit to you is that not many dealerships are yet using this feature. It could translate into an advantage over the competition. Also, you may be able to pick the low-hanging fruit, which falls outside the demographics you were previously targeting. There is nothing more powerful than targeting users by search intent. 

Unlike, Google, Facebook search results are primarily powered by the information on a dealership’s Facebook page. This information is NOT as complicated as most websites. Dealerships who properly optimize the information on their Facebook page; and who run targeted search ads on Facebook (when it is widely available); could easily enjoy a good return on investment

I’m not at all advocating that dealerships abandon Google AdWords. Instead, that dealerships utilize this new Facebook targeting method in conjunction with their existing Facebook and Google Ad campaigns. They may be able to quickly ramp up the results of search ad budgets.

 

One critical best practice that helps drive more traffic to your website is to continuously create new content. Google crawls websites to find relevant content to provide more accurate results to searchers. However, it is sometimes hard to come up with content ideas that will be of interest to your audience.

 

Pounding your head against a desk, trying to think of good content ideas simply makes it more frustrating. Ever heard of writer’s block? It’s the same thing. Even bestselling authors experience it.

 

But the best thing about providing new content on the dealership side is that there are so many possibilities. The trick is to ensure that it is content your consumers want to read or watch.

 

Sure, you can create all of the “Why is a radiator flush important?” or new model reviews and all sorts of other information. Don’t get me wrong, these topics are a great start. However, you want your website to stand out. The problem is that many of these topics are already employed by your competition. At least those dealers who are actually trying.

 

So, how do you know what type of content will set your dealership apart from your competition? Listen to your customers and prospects!

Your prospective and existing customers will give you a roadmap showing you all the relevant topics you should create content around. And the way to discover the information they want to know is to listen to the questions your customers most frequently ask.

Your customers are your most valuable source of content inspiration that you have. And in many cases, the questions you are receiving are also questions that other consumers are searching for.

 

An article in Search Engine Journal shared a couple of good ways to identify the best questions to ask.

  1. Call Tracking: Many dealerships employ a vendor for call tracking. These services also record conversations which management and employees can access and listen to. These recording can provide a wealth of content ideas. And they are easy to identify. You know, the ones where you roll your eyes and cry out, “Not this question again!” These are the EXACT topics which make the best content ideas!
  1. Your CRM: Your dealership likely gets a constant stream of questions from consumers that are in contact with you. Whether those communications are via website leads, chat conversations or some other source, they should all go into your CRM.

 

Take a look at your CRM conversations, and you should be able to find some handy repetitive questions.

  1. Your Employees: If you have a BDC, Internet Manager, or someone in your dealership responsible for handling customer communications, ask them for the top 5 questions they continuously have to answer. If they created a template because they are so tired of answering them, that’s an even better indicator that content on that topic is needed.

 

Providing fresh, new, relevant content consistently, helps you answer those questions consumers most want answered. It also helps you attract more eyeballs to your website through relevant search results. Your website becomes an information source to your existing customers. And, prospective customers are more likely to find you simply because you have answered the questions they want to be answered.

 

Also, that is what search engines will recognize. It is also why they will deliver your content to searchers first and how you will get more people on your website. This can only result in more sales and service revenue.

 

Stop banging your head against the wall in search of content ideas and start listening to the questions people ask. As a result, you should attract more customers, increase your organic search page rank, convert more site visitors into customers, and increase customer retention.

Everyone wants to be number one when it comes to search engine results. Many dealers are fighting an uphill battle because they’re competing with not only their manufacturer but also massive third-party sites. This competition has the benefit of working on a single website that can use its authority to push dealerships out of relevant search terms. In essence, they’re just doing one thing: creating relevant content. It sounds simple because it is simple.

When dealers think “content,” most think about creating fresh new content. They overlook the vast amount of content that is already on their site. Every VDP on your website is a piece of content; as are any blog articles, model research pages, community pages, and videos.

Two of the most important factors for ranking are relevancy and authority. The more authoritative and relevant your content is, the higher your odds are to rank. In a basic description, when you type a query into Google, it compares your search against any content it deems relevant. It will then go through that list to find which sites have the most authority and lists them on the page. Of course, it’s a simplistic explanation as there are many factors, but that’s the gist. If you can nail those two factors, you can do well in SEO.

Google is looking for websites that make sense. When you want to create content, it should also make sense why you would want to read it. There’s no hidden trick to generating traffic. If you read a title to a content piece on your site and think “I want to know more,” then you are on the right track.

DCH Paramus Honda is an excellent example of how to build great content. On a Performance Review call, the dealer and I were discussing content ideas to generate traffic. We weren’t happy with a lot of the usual “blog-type” content that was being produced. You know the type; the “top 10 Honda vehicle trunk space”-articles that no one reads and doesn’t impact your traffic. We started asking, “What would I search and read if I needed help?”

After some keyword research, we found that one of the most common search terms in his area was about the Tire Pressure Monitoring System (TPMS). You know, that light on your dashboard that looks like an exclamation point inside of a bucket. Most of the time, it prompts you to break out the manual to figure out what it means.  

We created a short article but kept it simple. We explain what the TPMS does, how to turn it off, and what to do when it won’t go away. We created a nice simple layout with images assisting our explanation and called it a day. Remember, we want to be as relevant to the search query as possible.

Unsurprisingly, the page took off.

Now, DCH Paramus is the top search result in the nation for “how to reset Honda TPMS.” No location modifier necessary. Google has even rewarded Paramus Honda with a rich snippet, which is commonly referred to as “position 0.” It virtually guarantees a searcher will explore their site first.

What does this look like in terms of traffic? Roughly about a 1027% increase. Yes, there’s no period in that number. One thousand twenty-seven percent. The page has built up an incredible amount of authority and hasn’t been dethroned in over a year.

Screen Shot 2019-04-26 at 1.10.47 PM.png

 

Earlier, an argument was made to use your current content on your site rather than creating brand-new content. And then I just went and wrote about adding new content. For shame. But the next example will show you the power of using your current website content and how it can transform your organic presence.

Every time you add content to your site, you are running the risk of two pages competing for similar keywords. When that happens, Google will have to pick between the two when ranking, and it can often leave a search engine puzzled and go with a different result over yours. Search engines want to serve up a page that best matches the search term.

To avoid this “keyword cannibalization,” each page on your site should fulfill a unique purpose. You should create as few pages about your inventory, fixed-ops, financing, anything, as possible to increase the odds that a single page will rank well and build authority as a search engine’s go-to source for queries.

Almost every dealership that comes onto our platform has its models, service department, finance pages, and company pages already built out. However, they often leave them at a paltry two hundred to three hundred words on a page with sparse details. They’re often just a pencil banner and content. Not exactly the most exciting read.

Fixed ops is often the biggest loser in this category, with multiple pages serving the same purpose and none of them being comprehensive. We got to thinking — what if instead of adding several individual pages on a menu, we condensed it into one super-hub that served as a launch point for all the other, more specific, content pages.

It would contain links to your service team, collision center, tips and tricks, and where to schedule an appointment. It would be clean and dynamic, and funnel clients directly to the source of their query. Remember, we want to capture as many questions as possible for relevancy and doing so on one mega-page will help accumulate authority.

Unsurprisingly, the page, once again, took off.

Screen Shot 2019-05-07 at 3.02.54 PM.png

Paramus’s Service Center page grew a massive 86.15% in organic traffic and over 565% as a landing page (which means traffic straight from a search engine). It now maintains that large increase and grows roughly 4.5% each month. It was a hit.

It cannot be understated how important it is to refresh and re-use current content on your website. Search engines crawl thousands of pages on an average dealers site due to different inventory configurations. Most sites have around fifty existing pages without including inventory pages. They’re a gold mine for improving your organic presence. Too often we brush them aside in lieu of something new.

So be sure to ask your current SEO provider what their plans are for re-using and updating existing content on your sites just as often as you drum up ideas for new content. By mixing the two, you’re guaranteed to succeed.

Next Generation Tools Enable Dealers To Contact Customers In Under 6 Seconds, Converting Leads Into Sales
PACIFIC PALISADES, Calf., January 7, 2018 – fusionZONE Automotive, LLC, the automotive industry’s highest-performing dealer website solution, today announced the launch of two lead generation tools, FastRing and FastPrice. These tools enable dealers to instantly generate competitive pricing on a prospective customer’s screen and contact them in under 6 seconds, converting more leads into sales.

 

“Consumers spend more and more time shopping online for a vehicle and expect to get the information they want in real time,” said Brett Sutherlin, FusionZONE Founder. “The days of car dealers withholding prices from potential customers are in the past. When the consumer requests pricing online, they want that information FAST! Unfortunately, many potential customers will leave a dealership website because they had to wait too long, or never received the information at all and went elsewhere,” Sutherlin continued.

 

FastPrice gives customers a “no haggle” price in just two clicks. The customer chooses a vehicle, clicks the “get today’s best price button,” and fills out a simple contact form. Behind the scenes, FastPrice crunches the numbers according to the dealer’s pricing structure, displays the best price instantly on the screen, and sends the dealer the lead.

 

FastPrice can be customized and programmed to give additional options to the information the consumer requested. For example, many dealerships use FastPrice to display new car alternatives or even a Certified or Pre-Owned option in addition to the information and price requested.

 

Dealers using FastPrice see a lift in leads of 100 to 400 percent, which in turn results in more sales. Capital Toyota in Chattanooga, TN, went from averaging 60 leads per month to approximately 432 leads per month, and new and used vehicle sales soared from about 180 a month to over 250.

 

FastPrice and FastRing are highly effective stand-alone products but also work exceptionally well together to make a positive first impression, increase website conversion rates and stop shoppers in their tracks.

 

“We live in a world of fast; fast cars, fast food, faster checkout. Consumers don’t want to wait; they want everything now. In this new car buying era, internet shoppers are no different. You have to grab your customers before they leave your website or a third-party website that features your vehicles, and certainly before they get distracted by another crazy cat video,” said Sutherlin.

 

According to a recent MIT study, the average consumer leaves a website within 30-45 seconds after requesting more information. With FastPrice they get that information immediately. Then, with FastRing they can still be on the dealer’s website when the salesperson receives the lead and calls the customer — all within 6 seconds. FastRing instantly connects the dealership to the customer while they are still browsing the website, dramatically reducing the likelihood of them visiting a competitor site.

 

“With FastRing you are in contact with a lead before the customer has time to click away or even check their email. FastRing connects you with a lead instantly, faster than your competition could ever dream off. First impressions are ones that last and fast impressions are ones that sell,” Sutherlin added.

 

FastRing integrates with 3rd party applications creating instant connections from any lead source. It includes an extensive administration portal with 24/7 access to call data including call recordings and real-time statistics.

 

FastRing and FastPrice will are launching at the 2019 NADA show, January 25-27, 2019, at booth 7935W. For more information, view this video https://tinyurl.com/y7637fc9.

 

To schedule a booth visit, /or a demo, visit: https://www.fzautomotive.com/nada/

 

About fusionZONE Automotive, LLC

 

fusionZONE Automotive offers automotive dealers the nation’s fastest, most cutting-edge customized and responsive websites. With the sole objective of driving website conversions and leads, fusionZONE Automotive websites help dealers sell more cars.

 

fusionZONE also offers complete, progressive digital marketing solutions, streamlining the digital process for dealerships of all sizes.

 

fusionZONE Automotive websites are designed to not only garner as much traffic as possible for dealer clients, but also to actively convert that traffic into leads and sales.

 

fusionZONE is based in Pacific Palisades, CA Lakeland, FL and Seattle, WA.

 

Media Contact:

(424) 330-2356

marketing@fzautomotive.com


Search engine optimization can be a confusing thing. As search engine algorithms frequently change, many find it hard to keep up with the latest trends and best-practices in order to maintain high website rankings.
Well, the 800-pound gorilla in the room is Google which, according to the 2018 Search Market Share report by SparkToro, commands 93.76 percent of all searches. This breaks down for all Google properties as follows: Google itself (69.3%), Google Images (21.03%), YouTube (2.9%) and Google Maps (.80%).
Sure, there are other search engines out there (and they shouldn’t necessarily be discounted completely). But, Google is, by the numbers, the single most important search engine in existence.
The problem is that many dealers don’t understand how to optimize their websites to improve rankings. As a result, many SEO efforts are falling short. But, luckily, it is not that hard to do better — you could greatly improve by simply knowing the “rules” and playing the game according to those rules.
To keep it simple, there are four key things every website should adhere to in order to stay in the good graces of Google and garner favorable consumer search result rankings. They are as follows:
 

  1. SSL Secured Sites –To ensure search engine results point to more secure websites, Google recently announced that it will start marking non-secure websites with a warning when searchers click on them.

 If you have an unsecure site, this should be cause for alarm. In addition, in July 2018, Google started looking further into secure vs. non-secure sites and takes this into account in search engine rankings. This now presents a two-fold problem: First, consumers may be afraid to click on your site if it presents them with a message that it is unsecure.  Second, this will affect search engine rankings.
 

  1. Mobile Friendly Sites – Today, an increasing number of consumers conduct searches on mobile devices. So, Google now looks at whether or not your website is mobile friendly and factors that into its search algorithms.

According to Google, 94% of smartphone owners search for information on their phones. With its focus on search relevance and customer experience, there’s no doubt that a mobile friendly site merits a higher ranking in their algorithm. It is vital to know if your website is mobile friendly (by Google’s definition) and make this a priority if it is not.
 

  1. Page speed – We’ve all been victims of slow-loading websites and know how frustrating that is. When online car shoppers encounter a website that takes too long to load, many simply find a new website that provides a faster experience.

While page speed is vital for mobile searches, that same consumer action (choosing a new site rather than waiting on the initial one to load) can just as easily happen on a desktop. Because of this, Google considers how fast a website page loads as one of the many factors that dictate search rankings for your webpage. Ensure that your websites load quickly, or you will be penalized in search rankings.
 

  1. Responsive Design – It’s one thing to have a mobile-friendly website, and quite another to have one that is responsive. What does responsive mean? It simply means that your website is automatically optimized to be user-friendly regardless of which device the consumer chooses to use.

In fact, responsive design is Google’s preferred design pattern, according to Search Engine Land. Google dictates which sites appear first in its search results and is (for the most part) tight-lipped about their algorithm. I therefore think it’s safe to assume that whenever Google provides “advice” on the features websites should have, they are providing clues about how to achieve better results in their rankings.
While things in the search engine optimization world can certainly change depending on Google’s mood at the time, if you do these four simple things to speed up your websites, you should have a considerable advantage over any competitor’s websites that don’t adhere to these rules.
Take some time to review your website and, if it falls short of any of these points, have a conversation with your web provider to get your website up to speed.  Otherwise you will see less website traffic and conversions, and nobody wants that!

Online Reviews-Reputation Management - Dealership Digital Marketing
Online reviews, and especially Google reviews, should be a huge priority for any business operating today. It takes some time and constant effort to properly execute a review management strategy, but it’s worth it: reviews provide the very foundation of your online reputation, and how you manage them can mean the difference between life and death for your dealership.
Trust-building and Brand Differentiation.
We live in an age where widespread internet access means that dealers don’t get to make the first impression when a customer walks onto their lot. With a vast majority of consumers conducting a vast majority of their research online before ever setting foot inside a dealership, dealers must be able to establish and build trust at the very outset of a prospective customer’s online journey. To this end, online reviews are critical to the initial establishment of trust for online shoppers. Research has shown that:
Online Reviews-Reputation-Management-Dealership-Digital-Marketing
These numbers speak volumes about the necessity of online reviews for today’s shopper, and why including them in your reputation management strategy is no longer merely an option. Review management, as one component of a greater rep man strategy, will continue to be critical for the foreseeable future.
Reviews are also necessary for brand differentiation. Consider that the automotive industry is an almost perfectly competitive market: a consumer can find the same or essentially the same products and features at any dealership within a given segment. As a result, we must find other ways to differentiate ourselves from our competitors. One way many dealers are doing this is by creating a unique and pleasant car-shopping experience. But even if you’ve formulated a slam-dunk customer experience, how will online shoppers know about it? You guessed it: by reading reviews on the internet. Given that 90% of consumers read online reviews before deciding to visit a local business, your reviews are what will make you stand out so that buyers want to visit your store rather than the one down the street.
Making Reviews Work for You.
Like social media, online reviews are not a one-and-done thing; making them work to your advantage requires incorporating them into your larger reputation management strategy, and growing and monitoring them on a regular basis. Three of the most important factors for effectively managing your online reviews are recency, quantity, and quality.
When an internet user enters a search query into Google, Google’s aim is to serve up content or businesses that are most relevant to the search terms. It follows, then, that recency increases relevance, and dealerships with the most recent content and reviews will fare better on search results pages.
Along with being a key search ranking factor, the recency of your online reviews has a direct impact on whether consumers decide to visit your website and, ultimately, your dealership. BrightLocal’s 2017 Local Consumer Review Survey revealed several key findings that go to the importance of recency:
Online Reviews-Car Dealership-Digital Marketing
To sum this up, you must be constantly seeking new reviews – every day, from every customer. Getting ten great reviews in two days in order to cover up one bad review is not a viable business practice; today’s customers are more savvy than ever, and they will quickly catch on, resulting in a degradation of your dealership’s credibility and perceived trustworthiness.
Constantly seeking new reviews isn’t important only for recency, either; it goes to quantity, too. Consumers look to see how many reviews have contributed to your dealership’s overall star-rating. Think about it from a consumer’s perspective: Are you more likely to trust a business with five stars and only 2 reviews, or one with 4.5 stars and 50 reviews? Common sense points to the latter.
The star-ratings and content of reviews is, as you can imagine, hugely important, both for SEO ranking as well as for building consumer trust. On its support site, Google has said that “Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking.” Rating and content quality are important to prospective customers, too. According to Podium’s State of Online Reviews survey, 3.3 is the minimum star-rating a business must have for consumers to even consider engaging with it. And since 68% of consumers would pay more for the same product or service if assured they would have a better experience, it’s important that the substantive content of the reviews include an evaluation of the various aspects of each customer’s experience that led them to write a review.
There’s an important caveat here, though. Having a few negative reviews isn’t always a bad thing; the key is how you respond to and manage them. In fact, a large number of online car shoppers say that they’d trust a dealership that professionally and caringly responded to a negative review more than they’d trust a dealership that had no negative reviews whatsoever. If you manage them properly, one or two negative reviews can actually enable trust rather than hindering it.
The bottom line is that online reviews have a huge impact on your bottom line. If properly solicited, managed, and monitored, they can propel car shoppers to both your website and your brick-and-mortar dealership, and ultimately result in a significant lift in sales.

YouTube-Dealership-Digital-Marketing-Video
If your dealership doesn’t already have a dedicated YouTube channel, it’s time to get one. You may think that since you post videos on your website, there’s no need to post them on YouTube, but the opposite is true: If you post videos on your dealership’s website, you should absolutely have a corresponding YouTube channel where you post those same videos. Why? Three simple words: reach, visibility, and cost-effectiveness.
Reach
Many of us don’t think of YouTube as a search engine, but that’s exactly what it is. In fact, it’s the second-largest search engine in the world — second only, of course, to Google. Moreover, YouTube is the world’s third-most-visited website after Google and Facebook. It gets more than 30 million visitors per day, adding up to around 1.5 billion visitors each month. That’s a massive potential audience that dealers cannot afford to miss out on. And if you think people aren’t interested in watching car dealership videos, think again. According to David Mogensen, Head of YouTube Ads Products Marketing at Google, “views [on the platform] of test drives, features, options, and walk-throughs have doubled in the last year.” Even more telling is that 70% of people who watched YouTube during their car-buying journey say that it influenced their ultimate purchase decision. These are powerful statistics that illustrate a huge opportunity for dealers to grow their marketing reach and thereby expand their customer base.
Visibility
Not only does having a YouTube channel expand your reach in a huge way, but it can drastically improve your dealership’s online visibility, as well. The three major search engines (Google, Yahoo, and Bing) have now started blending their search engine results pages (SERPs) to include mixed media like news, images, and video. This, in turn, has created yet another great SEO opportunity: When a user searches for a brand or model that you carry, a properly-optimized channel can create an additional link on SERPs, increasing your potential visibility to that user.
Having a dedicated dealership YouTube channel can also increase your SEO authority. According to Launch Digital Marketing, “Google’s job is to give searchers the best answer to any question, and their algorithm has started to rank YouTube results and web pages with video as the best (most helpful, useful, engaging) answer for many search queries — particularly tutorial-, how-to-, review-, and test drive-related queries.”
Cost Effectiveness
As a marketer, your job is to gain maximum exposure, traffic, and conversions while spending as little of your budget as possible. And let’s face it: this can be a tough feat in today’s ultra-competitive digital marketing world, especially for car dealerships. But not all marketing efforts require a massive chunk of ad spend. Take, for example (you guessed it!), YouTube. Creating a YouTube channel for your dealership is completely free! And considering the reach and visibility it offers, the wildly popular video platform can be one of the most cost-effective ways of advertising and promoting your inventory and dealership.
What to Post
Now that you’ve decided to create a YouTube channel for your store or dealer group, the question remains: Where do you start? What types of videos should you post, and how often? Stay tuned for the answers to these questions later this week.