What's an acceptable conversion rate for your own website's leads?

Joey Abna
I saw some numbers on a Dataium Study that said less than 2% of unique visitors convert to a form. There are other forms of conversion as well. I am not one of those that considers a map view or store hours view as a conversion. But, I do consider phone calls, chats and form submissions a conversion. Don't forget about your third party tools that you are running on your site. For example some people forget to count Black Book leads generated from their site as a conversion for their website. If you truly only have 50 leads on over 10,000 unique visitors I would look closely at those visitors. How many are coming from organic search and what are the phrases they are searching for? Is your bounce rate high? Are the majority of your visitors local to you.
Eric Miltsch
Paul, The 2-4% range is a common benchmark. Are you tracking all of the possible conversion activities within your Google analytics? Also, be sure every single page on your site has a call to action relevant to the content on that page. (Trade-in, finance, service, appointments, test drives, reviews, order a vehicle, etc) Dead end pages kill conversion. Most of the action takes place on your VDP's - do a simple health check on your merchandising to be sure you're giving visitors what they need to take action: reviews, ratings, custom descriptions, 35+ pics, videos, comparison/research tools, etc. Lastly, are you using tracking numbers on your site? If so, are you using different numbers within the site to help determine which page they may be calling from?
Tami Paulus
The conversion rate depends on many things from a type of service you are providing to the price you are charging and in the industry in which you are doing the business. Your current conversion rate is .5% and normal conversion rate is 2-4% and I think you should check the issue and analyze your website and service offerings.
Brady Anderson
As Joey said, it depends on what you are calling a lead. Industry-wide, and really internet-wide, form and email leads are down across the board. I believe this represents a culture shift over the last several years of consumers that do not want to submit their information or wait on a form response. Phone calls are the biggest indicator of leads, as well as chat and other immediate-response type forums. An Hours & Directions page view is a high-probability the person is coming to your dealership. If you count all three (emails, phone calls, and H&D Views), I see 12-15% conversion on a normal basis, and higher for dealers that advertise in the digital space.
Bill Pardue
Paul, I looked at your site and a couple of things that stood out to me were: - Your live chat is not very prominent, especially on the inventory pages. I would get an icon on the inventory page in a place link your CarFax or BlackBook icons are or get it pinned to the viewable browser (like,www.delraytoyota.com or tracytoyota.com) no it is always in view of the customer. - Your coupon offer continually popups up, page after page...Most dealerships seem to have this set that once minimized it stays minimized on subsequent pages. It is a little irritating. Not sure about the other products like "Drive it Now" and what they can do for conversions so will not interject there. Best of luck to you Paul.
Bill Pardue
Paul, I looked at your site and a couple of things that stood out to me were: - Your live chat is not very prominent, especially on the inventory pages. I would get an icon on the inventory page in a place link your CarFax or BlackBook icons are or get it pinned to the viewable browser (like,www.delraytoyota.com or tracytoyota.com) no it is always in view of the customer. - Your coupon offer continually popups up, page after page...Most dealerships seem to have this set that once minimized it stays minimized on subsequent pages. It is a little irritating. Not sure about the other products like "Drive it Now" and what they can do for conversions so will not interject there. Best of luck to you Paul.

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