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Ali Salman

Ali Salman Speaker, Trainer, Sales and Marketing Strategist

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Important website metrics that your dealership should be tracking

It is difficult to grow and get more leads from your dealership website when you are not calculating key user experience metrics. Website metrics are essential to help you manage your dealerships digital presence and help you sell more cars online. You gain knowledge on the behavior of your audience and more importantly, you can measure your successes and failures. 


Here are 8 metrics you should be tracking:


1.      Traffic Sources

You should be aware from where your visitors are coming from (behaviors, demographics, locations etc)


-          Direct Visitors: These are ones who directly type in your dealership website.

-          Search Visitors: They found your website through a search engine query (Google, Yahoo or Bing).

-          Referral Visitors: They arrived because your link was on another website, blog or social site (Links, Social Media, Paid etc)


2.      New/Unique Visitor Conversion

By tracking your new visitors, you’re able to find out if your site converted them to a customer. New visitors interact with your site differently by checking your About Page and going through your vehicle options. You have to ensure New Visitors don’t have high bounce rates.


3.      Return Visitor Conversion

Visitors returning to your website are a good sign. Metrics tell you why they have returned and did you manage to convert the person when he first came. 


4.      Call to Action Click Rates

The call to action buttons on your website is very important. If your call to action click 

3514e77a2dafd27c03e1c73febc5bc19.png?t=1rates are low, you need change the way it’s designed and create content which encourages your visitors to take actions.


5.      Interactions Per Visit

Even if a visitor is not converted, you should be able to track his interactions on your website. A visitor that is ideal on your website is not good. A good website will nudge a visitor to explore. As a car dealership, you’re in a unique position. Even if your visitor isn’t looking to buy, present him with vehicles and he will check them out. 


6.      Cost Per Visit

You need to calculate if your costs are worth it. There is no point of having high conversion rates if your cost per visit is not sustainable. While attempting to increase your conversion rates, keep the costs in mind. 


7.      Bounce Rates

Having a high bounce rates is bad. It reveals which pages push away your customer. Bounce rates simply tell you the number of people who appear on your site and go away. You will find that specific pages have high bounce rate. These are the ones that need improvement. 


8.      Landing Page New Contact Rates

A landing page is not just your home page. Whenever you put up an advertisement, visitors will land up on your landing page. New contact rates lets you know the percentage of new visitors you are attracting. It provides good insight into how successful your landing page is and whether you need to make any changes. Dealerships should be split testing their website pages in order to get better conversion rates.


On the regular basis also check the average load time and navigation funnels. Identify your buyer personas and communicate in customers language. 



Bonus: Make your dealership website SEO friendly



Robert Karbaum
I would also suggest looking at Avg. Session Duration. It's a 40,000" view of how engaging your website is. If you start seeing a decline, its a signal to start diving deeper.

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