98% of the people who encounter your dealership online choose not to submit a lead to you. That’s not an average conversion rate, that’s a catastrophic rejection rate!
WAKE UP and recognize that that’s an entirely unacceptable number for your dealership. You can do better.
STOP SPENDING MONEY TO DRIVE TRAFFIC to your site when 98 out of 100 people who get there essentially opt out.
I have nearly 8 strong paragraphs about why converting more of your visitors that are already on your site… most of them organically… is the smartest, most profitable thing that you should be doing today. Then I realized… if you’re not motivated to do something different when 98% of the people who come to your site choose not to complete a simple lead form then you certainly won’t be motivated to read 8 paragraphs about why website visitor conversion should be your one and only focus.
Your SEM vendor calls it a 2% average conversion rate because they’re not willing to tell you the truth… YOU HAVE A 98% REJECTION RATE!! True, many online visitors call or visit your dealership without submitting an online lead yet three inarguable facts remain:
- about 98% of the people who get to your website choose not to submit a lead;
- improving that number (getting more quality leads from your existing traffic) means selling more cars
- it costs less (thousands of dollars less) to convert more online traffic than driving more online traffic
YOU DON’T HAVE TO ACCEPT A 98% REJECTION RATE.. UNLESS YOU ARE UNWILLING TO FIND SOLUTIONS TO A TERRIBLE REJECTION RATE. IF THAT’S THE CASE… GOOD LUCK!
Here’s an exercise that’ll blow your mind. Add 0.005 to your current conversion rate, then multiply that times your monthly unique visitors and see what a huge difference small improvements in conversion rate can mean to your total leads. Then multiply that number by 15% (average lead to sale rate) to see what that means in additional vehicles sold. The best part is that you can accomplish that sort of gain and more for pennies on the dollar compared to what it would cost you to try to do it by driving traffic (SEM/PPC) to your website. See the table below for an example of a dealership with 8,000 monthly unique visitors:
In summary: FOCUS ON INCREASING YOUR CONVERSION RATE and STOP WASTING MONEY TRYING TO DRIVE QUALITY TRAFFIC TO YOUR WEBSITE.
If this post makes sense to you, or if you have specific questions about it and you want to have a real world discussion about how your dealership can convert more of its website traffic, shoot me an email or give us a call and we’ll walk you through it. You can reach me directly at ronmorrison@pureinfluencer.net or give me a call directly at (408) 218-6407.