In our industry, conversion rates are horrible. A great dealer “might” convert at a higher rate, but many are missing the boat on the majority of their website visitors. There are many reasons why this is true. However, the sad fact remains that it is.
Imagine making some simple tweaks to your website which produce an immediate increase in the number of website visitors who decide to engage with you. Do you think you’d sell more cars? Of course, you would! The instant a consumer engages with you, the chances of you selling them a car increases dramatically. But what is stopping them from doing so?
If you ask most lead providers for performance reports, you will get varying answers as there are so many different types of interactions they consider to be a conversion. Heck, some of them think simply getting a customer TO a dealer’s website qualifies! Their rationale? That consumers are no longer filling out forms. Because of that, many providers have chosen to use alternate metrics when, in reality, a lead is the only real conversion that matters.
The average conversion rate on a dealership’s website is 0.75%. That means less than 1% of all website traffic fills out a lead form. How can this be true? And, if it is, what can your dealership do about it?
Fix the mobile experience!
As 60% of ALL WEB TRAFFIC is via a mobile device, the mobile customer experience is key. However, dealers are losing a majority of their customers simply because their mobile experience is flawed.
In fact, the average mobile bounce rate is 70%. To put this in perspective, let’s say you get 10,000 online car shoppers a month visiting your website, 6,000 of whom use a mobile device. With a 70% bounce rate, 4,200 of those 6,000 mobile shoppers only visit one page before bouncing to another site. This is simply because many dealerships do not have their sites optimized for the mobile experience.
How can you increase leads? Here are a couple of tips about the main problems preventing online conversions and simple fixes:
- Site Speed – In July 2018, Google started penalizing slow websites. As a result, page speed is now more important than ever. Increasing the loading speed of your website results in a lower bounce rate, higher engagement rates and better search engine rankings. If you don’t know how fast your dealership’s website loads, you can access Google’s official tool and find out. If your site takes longer than 3 seconds to load, your bounce rate increases by up to 150% per second!
- Weak Calls-to-Action – Poor word choices on calls-to-action, or obnoxious forms that nobody would fill out, obviously contribute to low conversion rates. Why? Because weak calls-to-action lead to poor consumer mindset. For example, which do you think is more likely to encourage a customer to fill out a form? “Get your e-Price?” or “Get your best price?” Sometimes, a simple change in wording can increase conversion. So, be cognizant of your what your calls-to-action say and optimize wording to improve shopper engagement.
Today, the car shopper’s mobile experience is key to your dealership’s sales success. Optimize your site for the mobile user with an easy-to-navigate website that loads quickly and is equipped with well-designed calls-to-action. Otherwise, it will negatively impact your conversion (lead) rates.
Take the time to investigate how your website is performing in these areas. Examine your calls-to-action and truly ask yourself whether the experience you see is one you would like as a shopper… or would it drive you to a competitor’s site? Be sure to also check it out with your smartphone to see how the experience is for a mobile user.
If your website visitors – especially mobile – are presented with an easy-to-navigate site that loads quickly, provides the information they seek and has compelling calls-to-action, you will see your leads skyrocket and the doors to success unlock.
To find out more about this topic, attend my session, Increasing Online Conversion is not as Hard as You Think!” at the upcoming Automotive Analytics & Attribution Summit in Palm Beach, FL. Monday, November 19, at 3 pm. In my presentation, I will share how to supercharge conversions on your websites through mobile optimization.