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How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
How to Simplify Analytics to See the  Numbers that Make a Difference
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How to Simplify Analytics to See the Numbers that Make a Difference

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The numbers don’t lie, but they can be made to mislead. This is one of the biggest challenges in automotive internet marketing as the overload of reports, signals, and analytics often tell an …

The numbers don’t lie, but they can be made to mislead. This is one of the biggest challenges in automotive internet marketing as the overload of reports, signals, and analytics often tell an unrealistic tale of the success and failures of different products and services.

In this webinar, JD Rucker will discuss the numbers that dealers should be focusing upon regarding their websites, referral traffic, lead conversion, and search engine rankings.

Published in: Technology, Business
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  • 1. Focusing On What Matters JD Rucker Director of New Media October 17, 2012 How to Simplify Analytics to See the Numbers that Make a Difference
  • 2. Presenter JD Rucker Director of New Media Office: (774) 538-9338 jrucker@tkcarsites.com
  • 3. Interact During the Webinar! #DealerWeb Becky Ross @kpaonline JD Rucker @0boy
  • 4. Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com. Topics • Understanding the Numbers • The Misleading Statistics • Focusing on What Matters • The Influencing Factors • Setting a Plan
  • 5. Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com. Quick Note on Google Analytics • 3rd Party Reliability • Portability • Universal Understanding
  • 6. Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com. Quick Note on Google Analytics
  • 7. Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com. Understanding the Numbers • Visits • Page Views • Search Referrals • Bounce Rate • Time on Site • Trends
  • 8. Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com. Understanding the Numbers Pages/Visit and Site Referrals are important but transient. They are easily affected by irrelevant and often uncontrollable factors…
  • 9. Understanding the Numbers
  • 10. The Misleading Statistics Conversion Rate • Conversion rates are highest closer to home. • As SEO efforts improve reach, conversion rates go down but total leads go up. • Super-high conversion rates do not mean your website is incredible.
  • 11. Improved SEO Means Lower Rates • Local Area • High conversion rate • Some marketing required • Expanded Area • Medium conversion rate • Good marketing required • Full Market • Low conversion rate • Strong marketing required Lower Conversion Rate Area Medium Conversion Rate Area High Conversion Rate Area The Misleading Statistics
  • 12. • Medium/lower conversion rate areas help increase total market share • Despite lower conversion rates, the total number of leads will go up. The Misleading Statistics Stretch Your Map
  • 13. Other Lies Told to Car Dealers • More indexed pages is “good” (thanks Ralph) • Any interaction is a lead • Google is “hiding” keyword data because they hate SEO • Website design and layout are the top influencer for conversions, bounce, etc.
  • 14. Despite All of This…
  • 15. • Search: Paid or organic – is there an increase in search traffic for terms other than your name? • Advertising: Are more people seeing your brand and website than normal? • Market Conditions: Is it “buying time”? • OEM Exposure: Is there a “Brandathon” going on right now? The Influencing Factors
  • 16. • Install Google Analytics to all web properties • Set times to check regularly, at least once a month • Meet with your various providers (web, search, social, etc) to go over progress • Test with the influencing factors to utilize cost-effective ways to increase traffic Take Action
  • 17. Do not be easily swayed by the wrong numbers. Conversion rate is much less important than total conversions. When in doubt, keep it simple: More Traffic = More Leads = More Sales The Single Takeaway
  • 18. Follow KPA on Facebook for More Tips Facebook.com/TK.Carsites Facebook.com/kpaonline Facebook.com/DealerSocial Facebook.com/DealerBar

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