Stop Wasting Money, Start Selling Cars With Analytics Chris Deringer Chief Marketing Officer DealerOn Derwood, MD 703-307-1173 chris@dealeron.com Your Photo Goes Here 1
Dealers Marketing Mix Has Shifted 47% 2002 2012 Source: NADA Data 27% 17% 17% 20% 16% 16% 5% 7% 11% 9% 10% Internet Newspaper TV Direct Mail Radio Other R. L. Polk Co. March 2012
Source Leading to Dealer Versus Spend 47% Source Leading to dealer Spend Source: NADA Data & 2013 Polk Auto Buyer Study 27% 17% 20% 16% 11% 3% 3% 1% 1% Internet Newspaper TV Direct Mail Radio R. L. Polk Co. March 2012
Why Do We Need to Use Analytics? >50% Dealer Site Conversion 20% 8% <2% <2% 2-4% 4-6% >6% Dataium Analytics
Site Optimization By the Data or the Hippo?
Website Conversion Realities Visitors Per Month 4,000 15% of All Sales Convert to a Sale of a Vehicle 12 Cars +36 Cars Per Month 48 Cars 2% Conversion 8% Conversion
Measure Your Site Set Goals!
Your Conversion Rate is How many of THESE guys Turn into THESE guys! GOAL EXPRESSED AS A % YOUR WEBSITE GOAL YOUR GOAL CAN BE Micro Conversion - VDP Pageview - Map/Hours Page - Coupon Print Macro Conversion - Form Submission - Phone Call
What Are the Goals For Your Site? 4 WAYS TO TRACK GOALS URLs Time Pages/visits Events
Dealership Website Goals Vehicle Lead Credit App Lead
Include Non-Lead Goals Hours & Directions Vehicle Details
Set Micro-Conversion Goals Service Coupon Prints
Set Micro-Conversion Goals Click to Call
Measure Your Site Set Values
Set Appropriate Values for Goals Vehicle Lead Credit App Lead $50 $60
Include Non-Lead Goals Hours and Directions Visit VDP Visits $10 $1
Set Micro-Conversion Goals $5
Set Micro-Conversion Goals Sales $25 Service $10
Sample Dealership Website Value Guide DESCRIPTION URL/EVENT VALUE LEADS Vehicle Lead /thankyou.aspx $50 Trade Lead /trade/thankyou.aspx $40 Mobile Lead /mobi/thankyou.aspx $60 EAS New /coupon/eas/newvehicles.aspx $50 EAS Used /coupon/eas/usedvehicles.aspx $50 Finance Lead /secure-redirect.aspx $60 CALLS Mobile Click-to-Call Sales Line EVENT $25 Mobile Click-to-Call Service Line EVENT $15 VEHICLE CONSUMER ACTIONS New VDP's /new-* $0.1 Used VDP's /used-* $0.1 Print Brochure /print-email-vehicledetailsvin.aspx $10 New Specials /newspecials.aspx $2
Track Your Marketing Campaigns
Manually Tag With Google URL Builder
Measure Performance
Medium Organic 263 CPC 94 127-26% Direct 92 73 26% Referral 105 94 12% Email 1 1 0% Other 1 1 0% Total 555 562-1% Create a Monthly Scorecard Identify Changes and Value Potential Problems Medium This Month Last Month Change Organic $ 9,810 $ 8,667 13% CPC $ 3,910 $ 5,047-23% Direct $ 3,843 $ 3,118 23% Referral $ 4,095 $ 3,460 18% Email $ 43 $ 45-4% Other $ 14 $ 15-7% Total $ 21,715 $ 20,351 7%
Website Change-Analysis Slide Control Test Dates: 4/1 6/30 Visitors: 7,389 Leads: 85 Value: $4,711 Dates: 7/1 9/29 Visitors: 8,406 Leads: 115 Value: $7,246
Multi-Channel Conversions Not Just the Tip of the Iceberg
Assisted BRAIN ACTIVITY Conversions DEMYSTIFIED the Full Picture Last Interaction Conversions = 265 Assisted Conversions = 153 58% MORE!
Tracking + Metrics = Accountability
Measure ALL Your Vendors Vendor Type Type Of Traffic/Description Metrics Assisted Conversion PPC Paid Search, Campaign, Keywords, Landing Pages Visits, Leads, Calls, Value Important Display Campaigns, Landing Pages, Branded Organic & Paid Search Visits, Leads, Value Very Important SEO Non-Branded Organic Search Visits, Leads, Value Important Email Email Referral, Campaigns, Landing Pages Visits, Leads, Value Less Important Social Media Social Referral Visits, Leads, Value Important Traditional Branding Branded Organic & Paid Search Visits, Leads, Value Very Important Website All Traffic Organic Search Visits, Total Leads, Total Value Not Important
Who s Visiting Your Site?
Now You Can Measure!
How Does Your Site Work for Them? Age Conversion 18-24 4.8% 25-34 5.5% 35-44 5.4% 45-54 5.7% 55-64 5.0% 65+ 3.8% Gender Conversion Male 4.6% Female 6.0% Affinity Conversion Movie Lovers 5.3% Technophiles 5.3% TV Lovers 5.1% Entertainment & Celebrity 5.1% Auto Enthusiasts 5.3% Shoppers/Shopaholics 5.4% Home Decor Enthusiasts 5.0% News Junkies & Avid Readers 5.0% Travel Buffs 5.0% Cooking /Aspiring Chefs 5.0%
Advertising Opportunities Category Conversion News/Weather 6.4% Arts & Entertainment/Celebrities & Entertainment News 6.2% Autos & Vehicles/Vehicle Shopping 7.3% Arts & Entertainment/TV & Video/Online Video 7.7% Real Estate/Real Estate Listings 7.2% Sports/Team Sports/American Football 6.4% Autos & Vehicles/Vehicle Brands/Hyundai 7.5% News/Sports News 5.5% Sports/Team Sports/Basketball 5.5% Food & Drink/Cooking & Recipes 7.3%
Dynamic Remarketing
View Traffic by Age and Device
New and Handy Tools
Channel Reports
Site Speed Report
Google Analytics Roadmap for Dealers Create Tracking Links for all Digital Marketing Monthly Vendor Scorecard Reports Setup Monthly Scorecard Measure Changes & Campaigns Define Website Goals; Assign Values
Questions? 39
Please visit the NADA University Online booth in the Expo Hall for information on accessing electronic versions of this slide presentation and the accompanying handout material, and to order the workshop video-recording. Stop Wasting Money, Start Selling Cars With Analytics Chris Deringer Chief Marketing Officer DealerOn Derwood, MD 703-307-1173 chris@dealeron.com Your Photo Goes Here 40