Understanding Performance through Numbers

Transcription

1 Understanding Performance through Numbers June rd, 2015 Hyatt Regency Calgary Presented by Sheila York, CDK Global/Performance

2 About the Presenter v Performance 20 Group Moderator v Director, Group Operations v Developed Internet Marketing Composites v 32 years automotive management experience

3 About the IM Group Moderator v Performance 20 Group Moderator specifically to Canadian Dealerships v Moderator for Internet Marketing Groups v 15 years IT experience prior to becoming a Group Moderator v Younger than Sheila

4 CUTTING THOUGH THE NOISE

5 AVOID THE DISTRATCIONS

6 THERE ARE TWO SIDES TO THE COIN Internet Marketing Everything that it takes to drive traffic to your dealership online Website(s) SEO, SEM, PPC, Social Media Inventory Publishers, 3 rd Party Lead Providers Internet Lead Conversion Everything that it takes to convert online leads into sales Lead Response CRM (or Manual) Tracking Short Term and Long Term Follow-up

7 INTERNET MARKETING

8 INTERNET MARKETING WEBSITE(S) Google Analytics Metrics - Visits, Unique Visitors, Pages per Visit, Average Duration, and Bounce Rate These metrics must be looked at monthly and in comparison with previous recent history. You CANNOT stop at the summary view!!!!! Sources of traffic - Direct, Referral, Organic Search, Paid Search, Mobile You have to look at the metrics above for each of the sources of traffic individually. This deep dive approach allows you to focus on resolving issues with each individual traffic stream rather than broad brush strokes on your website. Example: Your Paid Search traffic (Adwords, Retargeting, etc.) is bouncing at a rate of 64% and its average # of Page Views per Visit is 1.3.

9 INTERNET MARKETING WEBSITE(S)

10 INTERNET MARKETING WEBSITE(S) REFERRAL TRAFFIC

11 INTERNET MARKETING WEBSITE(S) ORGANIC SEARCH

12 INTERNET MARKETING WEBSITE(S) PAID SEARCH

13 INTERNET MARKETING WEBSITE(S) MOBILE

14 YOU HAVE TO CROSS THE STREAMS

15 INTERNET MARKETING WEBSITE(S) v Hey, my # of Unique Visitors went up 35% this month! v What was the change in bounce rate before and after? v Where did the traffic come from (Direct, Referral, Paid, Mobile, etc.)? v How did that source of traffic fare on engagement statistics (Bounce Rate, etc.)? v My Bounce Rate is only 22%! v How many total visits do you have to your site? v How much of your traffic is from Referral sources? v How much of your traffic is from Paid (Google Adwords, retargeting, facebook, etc.)?

16 SEARCH RESULT PAGES

17

18 WIN on the VDP For each vehicle on your website, track the following: Does it have Actual Photos? Are they high quality? Sell the vehicle. Is the description unique to the vehicle? Is the title more than just 2012 Ford F150 XLT?

19 WIN on the VDP

20 WIN on the VDP

21 INVENTORY publisher SRP

22 INVENTORY PUBLISHERS

23 The fun stops here and so do most dealerships

24 Internet leads v You need to track every internet lead that comes into your dealership. v You wouldn t (or shouldn t) let a walk-in customer go untracked would you? v You need to track every lead by source v You want to know how many s, Chats, and Texts you received each month. v v v v How many came from your website? How many came from Autotrader.ca? How many came from kijiji? How many came from your OEM? v Each of these leads needs to get into your CRM or manual logs.

25 TRACKING APPOINTMENTS ARE KEY

26 LEAD TRACKING v Set Appointments % Leads 35-40% v Kept Appointments % Set Appointments 75-80% v Units Sold % Kept Appointments 60-70% v Units Sold % Leads 20% - CLOSING RATIO

27 LEAD TRACKING v Set Appointments % Leads 35-40% v Kept Appointments % Set Appointments 75-80% v Units Sold % Kept Appointments 60-70% v Units Sold % Leads 20% - CLOSING RATIO

28 Lead Tracking v Individual Salesperson Tracking v Response Time v Quality of Response v Appointment Conversion v GROSS!!! v Floor Traffic v You need to track month to month to see if there is a correlation between Internet Marketing spend/activity and customers just showing up. v Not everyone submits a lead. v The more robust your website is the more floor traffic you are likely to see.

29 Return on Investment v You CANNOT calculate ROI unless you seriously track the information we discussed today. v If you only track the Internet Marketing Metrics, your ROI calc is worthless. v If you only track Lead Handling Metrics, your ROI calc is worthless. v If you are consistently tracking, monitoring, and improving your Marketing and Conversion statistics, your ROI will begin to mean something to you.

30 Summary v v v v Google Analytics v Go deeper. Not just single stats. Blend your analysis. Compare with other dealers. Vehicle Detail Pages v Know exactly how you are marketing each piece weekly if not daily. Plug the holes. Inventory Publishers v Stand out. Keep track of SRPs and VDPs. Don t blame the publisher until you have looked in the mirror. Lead Tracking v Track Appointments. Don t accept I can t for an answer. v Closing Ratio is still king. v If you don t close your traffic, you have wasted your time!!!!

31 How to get more information v To begin comparing your data with other dealers, inquire about our Internet Marketing Performance Groups. v John Germani John.Germani@cdk.com (202) v Sheila York Sheila.York@cdk.com (301) v To get a copy of this deck: v sheila.york@cdk.com

32 June rd, 2015 Hyatt Regency Calgary Thank You!