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Website marketing, lead conversion, and sales should be in a constant state of improvement. No design is perfect. No strategy is complete. The truly successful internet dealers of the world must be willing to put the time in to make sure they're best-positioned against their competition and offer a positive face that their customers can see.
The internet is now the first and last place most people go when buying a vehicle. They start their research there, and while there is still a good portion of people who refer to other venues, they normally end up on the internet before heading out to see vehicles.
Sometimes, they're on the internet while they're out seeing vehicles.
The only way to maintain a state of constant improvement is through testing. This isn't Star Wars - "The Force" does not apply here. One does simply know that their website is perfect. They have to test it.
With thousands of websites under our belt, we are still constantly testing, trying new things, and advancing our measures in the search for near-perfection.
True perfection can never be reached. That's probably a good thing - our work life might be boring otherwise.
It can be a challenge, but this infographic may help shed light on the best ways to test. Click to enlarge.