What Data Really Matters to Dealers?

Conference season is upon us. As dealers go from seminar to seminar and presentation after presentation, it can cause mass confusion about what data really matters. As a dealer, you may well be asking yourself, “what data should I really be watching at my dealership?”

Well, let’s keep it simple! Over the years I have found it boils down to two key things. Here is what you should be investigating:

1. Conversions: Many years ago Autotrader.com was the top lead provider for dealers. As the Autotrader platform became less effective, generating fewer form leads and phone calls, Autotrader told dealers that customers were no longer filling out forms on websites. Also, according to Autotrader, customers  were no longer calling dealers. They were just shopping on Autotrader.com, then they would show up unannounced at the dealership. Once Autotrader.com’s comments took hold, other lead and website providers went down the same path, instead of learning about today’s customer’s and how they shop. Basically, they took the path of least resistance.

So, is it true that customers no longer fill-out form submissions on automotive websites? I would say nothing could be further from the truth. Based on the past five years of data I have from working with Toyota, I have seen the exact opposite. Conversions have increased! Customers will still submit forms, and they are still calling the dealership.

• Conversions really do matter and below are a few keys to customer engagement:
• Have the right calls to actions on your website and VDPs.

Use automation to reply to customer’s requests immediately. Customers want immediate gratification and dealerships who respond quickly will often win the business or, at the very least, have the edge over the competition.

2. Analytics: Google Analytics is perhaps the most confusing tool in the industry. For years the "experts" spoke about Time On Site, Bounce Rate, Impressions and more. However, they failed to consider how mobile device usage was affecting the data.

Guess what? Mobile has changed the game 100% when dealing with Google Analytics. Many companies are still talking about and selling Bounce Rate, or how many pages a consumer visited on a dealer’s website. As mobile usage has made double-digit climbs year in and year out, this is no longer relevant data.

It is hard to believe that companies are still making dealers swallow this dated information, as we are approaching over five years of irrelevancy. Case in point: When a customer visits a dealer’s website on a mobile device and hits the click-to-call button, Google will report this as a 100% Bounce Rate for that visit, as the customer was on and off the website in a matter of seconds. This is entirely wrong information! The customer converted to a lead in just a few seconds. However, Google does not report it accurately. Instead, they label this customer as one who bounced. Bounce Rate does not matter in today’s digital landscape!

The exact same principle applies to Time On Site data. In the above example, the customer was on the website for three seconds and actually converted into a lead.

Most dealers are still wasting time analyzing and looking for the longer visits, assuming a three second visit was nothing but a bounce. When you compare that to a customer who is on a website for six minutes without converting, I will take the mobile customer who converted in three seconds all day long!

This brings me to my final point. Dealers set up Google Analytics on their dealership’s website 5-10 years ago. It is not set up for today’s metrics. Dealers can log in to Google Analytics and see Bounce Rate, Time On Site, Pages per Visit and more, but this is all outdated information that no longer matters

In today’s society of mobile-first usage, it is vital to focus on the correct data. This includes metrics on how many VDPs were visited, how many times the click-to call-button was used, and how many times a customer scrolled through photos of an actual vehicle. These data points indicate a very interested customer and are much more relevant than the outdated metrics that dealers are still relying on to make decisions, and that vendors reference as proof of performance.

As we go into NADA and the full conference season, consider this information when deciding where to invest your time. Make it a priority to visit your current vendors and ask them to show you these particular data points. Having full knowledge of and using modern data metrics that make sense will give you a more accurate benchmark, and you can see whether your website is actually performing – or whether the data being fed to you is all hot air. Good luck!