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Jared Hamilton
From: Jared Hamilton
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How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

Do Pop-Up Ads Really Work?

 

Pop-up advertising has gotten a pretty negative rap over the years. Maybe that’s due in part to the 90s, when pop-ups would frequently flood your browser window, unfettered by blockers or anti-virus software. Perhaps pop-up ads deserve their negative connotation; they’re intrusive, gaudy, and difficult to escape from. But when properly implemented, pop-ups can effectively direct your Web traffic to a particular Web page, generate more lead information, and spread brand awareness.

Since the Internet boom, marketers have tried to figure out a way to send a message to consumers without alienating them with annoying and flashy ads. Pop-under advertising is a slightly different (and less intrusive) take on the same concept. These ads are hidden behind your browser window and are only seen when the visitor exits a Web page. Netflix, Orbitz, and Priceline are famous, current examples of companies that use this kind of advertising – and they’ve historically frustrated their audience with these tactics. But do they work?

As the automotive industry’s premiere live chat provider, we utilize a variety of tools to increase visitor-to-chat conversion. One of these tools (ActivInvite) is a personalized, talking pop-up message that invites visitors to engage us in a chat conversation. We decided to test the effectiveness of our own pop-up invitations. After comparing before-and-after data from the hundreds of dealers who use our pop-up invitation, we found an average increase in chat conversion of 23% –  and some dealers saw an increase of almost 70%!

The moral of this story is that pop-up ads – though universally despised and reviled – actually work, proving once again that empirical testing of web strategies is the only way to evaluate them. Though you might hate pop-ups, don’t discount them as ineffective or useless. The most successful marketers are data driven; they embrace new ways to reach their goals.

Greg Bem
Stephen, some of the sites I manage use internal popups for chat that are on auto-pilot. I find them highly annoying and honestly am not sure if they are as effective as a static presentation of a live-chat feature. Can you talk a little bit more about those dealer sites that found the decrease of 70%? I'd be curious if you found the reasoning behind the performance difference.

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