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Jared Hamilton
From: Jared Hamilton
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Aaron Schinke

Aaron Schinke Vice President of Product Development and Marketing

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

High Bounce Rate? Maybe Your Content Is Too Compelling.

Automotive Bounce RateI often field questions about bounce rates. Usually the question revolves around a bounce rate being too high. One of the most understood reasons for this is over-compelling content! Let’s finally shine some light on this often-misunderstood problem and learn how to avoid stimulating your visitors.

Problem: TMI – We’ve all heard of TMI (too much information) but you may not have heard of “TMUI” (too much useful information). Bounce Rate enemy number 1. This is what you really need to watch out for. TMUI can lead to higher bounce rates by answering all of your visitors’ information in one place.

Fix: Don’t be afraid to spread any pertinent info around your website. This way your visitors will be compelled to search your site for the rest of the information they need! You’ll find that this strategy could also increase your pages per visit. Awesome!

Problem: Too specific – This is similar to TMI, but I see it all the time so I had to make sure I covered it. Often times I visit webpages and when I’m done reading about a product I have no questions left to answer… so I leave to go buy the product or try out the advice given… BAM! That’s a bounce.

Fix: Be general. You may also want to consider using stock photos and the oldest manufacturing information you can find. For the advanced marketers out there, you may want to try leaving some questions unanswered altogether. Not only will this ensure a lower bounce rate but it may even increase your leads! It’s all about leads and conversions, right?

Problem: Actionable Info. Does the information on your web page offer directives or advice? Does it suggest taking action, especially *gulp* off of the webpage or even the Internet! This could lead people off of your site to confirm your suggestions or even in to your store!  

Fix: Be passive! The purpose of a webpage is to just barely, almost subliminally, create awareness. Avoid words such as “buy”, “try” and “do”. You may also want to avoid incentives, and limited time offers.

Hopefully at this point you realize this is a bit of a satire. The reality is that this is a common occurrence problem in our industry. All too often we become entrenched in analytics and statistics and lose sight of how it all relates to the bigger picture, the ultimate goal: business results.


If you enjoyed this piece be sure to tell DrivingSales you want to listen to Eric Giroux and I dispell more metric myths during our presentation, “Metricks - Learn the Tricks of the Metrics Trade” at #DSES in Las Vegas in October!

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