The title of this post is one of the challenges in the automotive industry. Many dealers and vendors rely too much on guesswork and not enough on scientific testing. You shouldn’t have to guess. You should know.
For years, we have relied on maintaining very precise and specific data points to help us make improvements to our chat software and full-service chat management solutions. In this growth market, every opportunity to generate a lead makes a difference. If things change and the market starts to slow again, it becomes even more important.
We collect data on greetings, responses, size, positioning – if a factor has an influence on the effectiveness of our software and the results delivered by our services, we track it tenaciously. A problem in our industry is that it’s too easy to sell products without relying on the testing component. Many solutions do not even look at the data behind the images they present, opting to go with the preferences of dealers or even programmers at their own companies rather than examining what’s working better than others.
In a sales pitch, a minuscule number of dealers ever ask about the testing that’s done. That fact does not stop us from testing conversions on our clients’ behalf. We know that squeezing every last conversion and making it easier for people to engage in chat will help our clients to be successful. When you’re successful, we’re successful.
Can you guess which of the chat operator images yielded a 7.94% higher conversion rate than the other? Make your guess, then see the answer on our Showroom Chat page.