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DealerOn Webinar Series - Turn Data into Dollars - 2015-10
- 1. ________________________________________________ How to Turn Your DATA into DOLLAR$________________________________________________
- 2. About DealerOn Digital DealerWebsite Excellence Award Overall Winner An Unprecedented 6 Years In A Row! DrivingSales Top Rated Website Provider2011 - 2015 Dealer Marketing Magazine Technology Leadership Award for Website Design for the 2nd straight year! Google AdWords Certified Partner More DataiumMonthly ASI Winners than all others combined DealerOn’s website customers have a documented average lead increase of 200%
- 3. Say Hello To… 646 532 4714 646 532 4714 646 532 4714 Denise Chudy CEO & Co-Founder LotLinx Denise@LotLinx.com 312.375.5448 @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake Dave Spannhake President & Founder Reunion Marketing Dave@ReunionMarketing.com 919.259.4614
- 4. •If you have questions during the presentation, please submit them using the “Questions” feature • Questions will be answered at the end of the webinar •A link to the recorded webinar will be emailed to you within 24 hours and will also be posted on as an On-Demand Webinar at www.DealerOn.com/webinar
- 5. 3 Month LotLinx Campaign (1,500 Shoppers) & a $100 Amazon GiftCard 3 Month LotLinx Campaign (1,500 Shoppers) & a $100 Amazon GiftCard Afterthe presentation, be the first to answerthe giveaway question correctly to win this awesome prize! @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 6. All of today’s attendees will receive the industry’s first VINvertising Dashboard to add into their Google Analytics! All of today’s attendees will receive the industry’s first VINvertising Dashboard to add into their Google Analytics! @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 7. Afterthe webinar, please fill out ourshort survey fora chance to win a Google prize!
- 9. ________________________________________________ How to Turn Your DATA into DOLLAR$________________________________________________ @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 10. OBJECTIVES * Align on the truths in automotive digital marketing * Agree on the things we have yet to learn * Share how data from your own Google Analytics can enlighten your digital marketing * Share the industry’s first Google Analytics VINvertising Dashboard * Question & Answer Session @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 12. @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake 1. Most car shoppers no longer send e-leads 2. Dealers are sending more shoppers to their own sites to interact directly 3. Shoppers shop around 1. VIN views move cars off the lot
- 13. @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake Source: Dataium July, 2015 Most Car Shoppers do not send e-leads
- 14. @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake Most Car Shoppers do not send e-leads Desktop Leads Email: 1.4% Phone: 3.0% Mobile Leads Email: 0.8% Phone: 1.9% Source: LotLinx Analytics “Secret Shopper Study” Q2, 2015
- 15. @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake ealers are Sending More Traffic to their own Site Summary of ~400 Dealer Google Analytics Accounts: •Average dealer generates 11,000 visits/month •Growing number of those visits are generating VIN views (visitor looks at VINs on SRP or VDP) Source: LotLinx Analytics September Dealer GA Benchmarks
- 16. @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake Shoppers Shop Around 75% of car-shoppers visit manufacturer websites, and most of those shoppers visit the OEM website and the dealer website in the same thirty minutes. Cobalt Business Intelligence 75% of car-shoppers visit manufacturer websites, and most of those shoppers visit the OEM website and the dealer website in the same thirty minutes. Cobalt Business Intelligence
- 17. @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake Shoppers Shop Around 1 of 50 visitors generated by LotLinx returns to the dealer’s site through paid search 3 of 100 visitors generated by LotLinx returns to the dealer site through organic search Source: LotLinx Analytics September Dealer GA Benchmarks
- 20. 1. What KPIs drive our business 2. How to value our KPIs 3. How car shoppers engage on Vehicle Details Pages 4. Variances among VINs and the views needed to move them off the lot @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 21. What KPIs are Important and How to Value @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 22. How Car Shoppers Engage with VINs How many pictures viewed? Video watched? Did they scroll to the bottom to read the details? Did they cross-shop? Did they click on a 3P widget that took them to another site? What are potential GA blindspots? @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 23. VIN View Variances Example: For 2016 model year cars, by driving traffic to VDPs, LotLinx reduces days on lot from 22 days to 13 days. Source: LotLinx Analytics Q3 Velocity Data @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 24. “The Goal is to turn Data into Information, and Information into Insight.” -Unknown @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 26. Google Analytics is so more than just the main dashboard! @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 27. 1. What are Goals? • Behaviors performed by site visitors that demonstrate valuable actions • Which actions correlate to sales? 2. The Importance of Setting Goals • Setting goals allows you to see shopping behavior from all traffic sources • Shopping behavior data can differ from site wide data @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 28. Goal 1 - New Vehicle Detail Page View Goal 2 - Used Vehicle Detail Page View Goal 3 - CPO Vehicle Detail Page View Goal 4 - Website Lead Goal 5 - Click to Call from SRP/VDPs Goal 6 - Customer Chat or Text @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 34. Goal 1 - New VDPs –1.00 Goal 2 - Used VDPs –1.00 Goal 3 - CPO VDPs –1.00 Goal 4 - Website Leads –20.00 Goal 5 - Click to Call –20.00 Goal 6 - Chat or Text Events - 15.00 Goal 7 - Finance Events - 4.00 Goal 8 - Trade Appraisal Events - 4.00 Recommended Goal Values @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 35. 1. Benchmark VDPs at 1.00 • Highly correlative with sales • Rule of thumb – 30 VDPs = 1 sale 2. Website Leads • Only about 1-3% of site traffic converts to an email lead • Correlates with sales, but not as highly as VDPs • Approximate leads/total sales = 1.5 to 2.0 @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 36. 3. Website Lead Value • 30 VDPs/1.5 leads = 20.00 3. Chat Value • Chats generate leads around 75-80% • 20.00 x 75% = 15.00 3. Trade Appraisal & Finance Events • 18% of trade appraisal and credit apps initiated on site become leads • 20.00 x 18% = approximately 4.00@DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 39. Go to the following URL and add your View to save the dashboard. https://www.google.com/analytics/web/template? uid=2Vl_W_DhRHSSN1laHDu7Fg @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 40. Choose Your Date Range •Top right of the dashboard •Compare with previous periods @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 41. The Key to the Dashboard is to Use Shopping Behavior Created From Goals •Add Segment •Click on Converters @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 42. The Key to the Dashboard is to Use Shopping Behavior Created From Goals •Add Segment •Click on Converters @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 50. Be sure to keep in tune with how your VIN views help sell cars Measure shopping behavior and engagement, not just clicks Set up goal tracking & goal values Adopt the VINvertising Dashboard Set up automated emails of the VINvertising Dashboard @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake ACTION ITEMS
- 51. SUGGESTED RESOURCES Link to Install the VINvertising Dashboard - https://www.google.com/analytics/web/templ ate?uid=2Vl_W_DhRHSSN1laHDu7Fg PDF – Setting up Goals in Google Analytics PDF – Setting up Your VINvertising Dashboard @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 53. 3 Month LotLinx Campaign (1,500 Shoppers) & a $100 Amazon GiftCard 3 Month LotLinx Campaign (1,500 Shoppers) & a $100 Amazon GiftCard Be the first to answerthe giveaway question correctly to win this awesome prize! @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake
- 54. Today’s Experts @DealerOn @ElianaRaggio @LotLinx @DaveSpannhake Denise Chudy CEO & Co-Founder LotLinx Denise@LotLinx.com 312.375.5448 Dave Spannhake President & Founder Reunion Marketing Dave@ReunionMarketing.com 919.259.4614
- 55. Afterthe webinar, please fill out ourshort survey fora chance to win a Google prize!
- 56. ________________________________________________ How to be a Merchandising Master in 8 Steps ________________________________________________ Thursday, Oct. 22 12pm EST / 9am PST Devin Daly CEO & Co-Founder, SpinCar
- 57. ________________________________________________ How to be a Merchandising Master in 8 Steps ________________________________________________ Thursday, Oct. 22 12pm EST / 9am PST Devin Daly CEO & Co-Founder, SpinCar