Average Automotive Website Converstion Rate

Chad Sabatka
What I found is everyone has their own measurement and vendors especially skew that measurement to their benefit. You're best developing your own standard measurement and don't deviate from that measurement. For example here's what I use for our Lead Conversion Rate on our Website: Shoppers - Unique Visitor who visits our inventory pages Lead - Fresh (careful including these), Phone (unique tracking on sites), or Form Submission Form Lead - Exactly that, form submission from VLP or VDP Phone Lead - Phone call from tracking number Solds - Website Lead who purchased To Calculate: Lead Conversion Rate = Leads/Shoppers Lead To Sold Rate = Solds/Leads Shopper To Sold Rate = Solds/Shoppers When Comparing numbers, I only compare like quarters, like months to previous year, and previous month, maybe two months back. One thing I've notice is your numbers will fluctuate throughout the year and then trend like other years. Comparing like months will help eliminate yearly trends. You will have outlier months - like January of 2012 we had 70+ degree temps vs January 2013 we had 1'+ snow and cold temps. Make note of those in your analysis.

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