Those of you who pay any attention at all to NASCAR probably know that Jimmie Johnson is considered to be one of the greatest NASCAR racers of all time. He has dominated the sport like few have done in a day where competition is at some of the best it’s been in a while.
So, for a second here imagine your dealership as a NASCAR race (I know, easier said than done.) Auto dealerships today have some stiff competition themselves with their own respective competitors. So the main question you have to ask yourself is, “what is my dealership doing to get ahead of the competition and be the winner at the finish line?”
The website tracking feature is an underutilized, yet highly powerful tool for gathering detailed customer information. Picture it being like the added horsepower that boosts you into a higher gear. Website tracking gives you the following edges when getting customer leads:
- Click Trail: The click-trail shows you exactly what pages your customers visited before calling you. So why is this important? Imagine a customer interested in purchasing a used car calling your dealership and asking information about a particular used car, BUT little did you know that their click trail showed that they spent ten minutes browsing through new cars first. So now when that customer comes in to your dealership, you know in the back of your mind that “hey maybe I could sway this guy to a new car based on his click-trail.” This gives you a depth level of information you can use to your advantage that you wouldn’t have known otherwise.
- Keywords: The keywords feature can tell you exactly what a customer typed into a search engine to get to your site. So, let’s say that originally a person typed in “New Honda Accord 2011” into Google, you know that even if they do nothing else on your site that they’re interested in that particular car. Now, you can put this valuable information into your CRM so when they do come into your dealership, without even needing to think twice you can lead them straight to the Accords on your lot.
- Customer IQ: Customer information isn’t always easy to come by, but the more you get the better edge you have over your competitors. Website tracking gives you vital customer information that you can add to your arsenal when speaking with customers. Website tracking combined with inbound call tracking can capture the customer’s name, location, time and length of the call, and webpage they were on when making that call. So now when that customer comes in to speak with your sales team, your sales members can be better prepared and get better results.
You might never be a 200 mph driving, multiple NASCAR winning champion like Jimmie Johnson, but you do have the power to dominate your auto-competitors and have the most successful dealership in your area. Why not take advantage of a simple tool like website tracking to increase your lead potential and take out the competition?
Tags: ad effectiveness, call analytics, call tracking, lead optimization, website tracking