Over the years, we have focused on building the right software and the best process to help dealers communicate with their website visitors. It comes down to ease of use, scientific testing of our scripts, and impeccable customer service. These are all important, but at the end of the day, dealers want more leads.
The number of form fills on most dealer websites have been on a steady decline despite sales going up. Much of this can be attributed to the continued rise of mobile website traffic; people are simply less likely to fill out a form on a smartphone than they would if viewing the page from a desktop. Still, the need to gather contact information and to take charge of the sales process has kept the art of lead generation from becoming obsolete. If anything, it’s more important today than it ever has been.
While some would like to make it complicated, there really is an easy way to break down the improvement of lead generation on a dealer’s website. One way to do it is to increase traffic to the website. The more interested shoppers that you can get to your website, the more leads you’ll get. Increasing traffic can happen through a wide variety of advertising strategies from search marketing and social media to banner advertising and email marketing.
This is important, but it can also be expensive. Traffic isn’t cheap and the more you get, the costlier it usually is.
The other way to increase leads is to improve the way that the website engages with your visitors. This is where tools such as ours comes into play. When a dealer’s website maximizes its ability to interact with visitors in order to compel them to leave their information, the percentage of visitors that turn into leads goes up. This doesn’t require more traffic. It’s about improving the experience of the traffic you’re already getting.
Chat is an incredible way to generate more leads that is underutilized by most dealers in North America. It’s often viewed as a standard item on a website, one that doesn’t require testing or monitoring. This is a mistake because not all chat providers are created equal. In fact, the gap in lead generation between the top and bottom providers is so great that we’ve witnessed dealers see changes in results that are downright shocking. They didn’t realize that chat could proactively generate more leads for the dealership. In many cases, they just assumed that chat leads were replacing other lead forms rather than adding to the total. We are happy to show them otherwise.
In an ideal situation, a dealership can focus on both increased traffic and better lead generation on their website, but if budgets are limited, changing to the right chat provider is a cost-effective way to move the needle without breaking the bank. We’d love to show you what we can do.