CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
There is a ton of hype in our industry when it comes to lead conversion. Everyone seems to have the magic formula, but that formula seems different depending on who you're talking to at the moment. Are there really that many magic formulas when it comes to generating leads or do the majority of vendors act on gut feeling?
It's a question that you need to ask your vendors. Ask all of them. If they're generating leads in some way for you, whether it's through website wonder widgets or inventory secret formulas. I'm not saying all of this to call people out. It simply comes down to numbers, really. Numbers mean math. Math means science.
One of the most compelling reason that I came to CarChat24 in the first place was because I was a believer in the product when I was on the dealer side. It made sense to me, the way they tested, retested, and reretested everything. There is science behind all aspects from the images of the chat operators used to compel people to chat all the way down to whether it's better to start a conversation with "hi" or "hello".
Get feelings can lie. Not all of them, but there have been many situations where the component of lead generating that we thought would perform the best turned out to be the worst of the bunch. That's fine by us. We're not interested in being right with our guesses. We want to be right with the products we deliver.
The point I'm trying to make is this: with all of your vendors, get an understanding of the science behind their methodology. Do orange buttons on the right work better than blue buttons on the left? Have they tested every variation? Should you lead image on inventory have a branded overlay? Should all of your images have branded overlays? Should texting be an option above phone number and contact form or do you dismiss having customers text you altogther? Are big buttons on your mobile site preferable because they are easier for small screens, or do they make the scrolling harder?
There are a million questions you can ask a vendor. Guess what? They probably have all of the answers, depending on who you're asking. The most important question to ask them is how they know. Are they testing it? Are they applying science or gut feeling?
There is a psychology that goes into everything that has to do with lead generation, but even psychology fails sometimes. Best practices, benchmarks, and secret formulas are only as effective as the testing behind them.
Check on your vendors from time to time to see if they're improving their products for you. Find out if they're testing or if they've found something that sells easily and they don't want to mess with it. I know it might sound accusatory for me to be suggesting all of these things, but I've seen the results of the alternative. More importantly, I've seen the results that come from this constant adherance to testing, testing, and more testing. It works.