We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
In our blog post about the two ways dealers can increase leads, I talked about the differences between driving more traffic as a strategy versus improving your websites ability to generate leads from the traffic it's already getting. This is on our blog and obviously I'm going to lean towards our own expertise when posting to my website, but here I'd like to point out the obvious: you don't have to choose one or the other.
Why can't we have both?
When I was a sales manager, I would hear about how this advertising campaign brought in weaker traffic or that campaign brought in too little traffic. We were always searching for the goose that would lay the golden egg - better foot traffic and more of it! Now that everything has gone digital, the old complaints are manifesting in the form of lead generation.
Driving more shoppers to your website can help you generate more leads and improving the way that website converts them can do the same. Let's look at the math to see which is better:
I can already hear the complaints.
"Jeff, your numbers are rigged."
"Jeff, you're oversimplifying it."
"Jeff, your figures are too high/low/sideways."
It's simple math to illustrate a point that everyone here already knows. If you increase traffic and improve lead conversion, you have the best chance of generating more leads, period.
Dealers shouldn't put all of their eggs into one basket when on the quest to drive more leads from their website. You don't have to settle for better lead generating tools or more website traffic. You can do both. That's the point.
It doesn't have to be complicated. I don't need a fancy chart to illustrate it. Focusing on one doesn't stop you from focusing on the other. Why not both?