The document discusses how increasing website sales productivity for car dealerships. It provides statistics that on average dealerships convert 1.5-2% of website visitors into leads and 10-12% of leads into sales. It then shows how improving the website can increase both leads and sales, giving an example of one dealership that saw a 26% increase in leads and 70% increase in unit sales from the website.

1. INCREASING WEBSITE
SALES PRODUCTIVITY

2. Increasing website sales productivity
On average:
Dealer websites convert 1.5% - 2.0% of unique
visitors into email leads
5,000 visitors= 75 - 100 leads
7,500 visitors= 113 – 150 leads
10,000 visitors= 150 – 200 leads
Dealers convert 10% -12% of those leads into
Sales
5,000 visitors= 8 - 12 Sales
7,500 visitors= 11 – 18 Sales
10,000 visitors= 15 – 24 Sales

3. Increasing website sales productivity

4. Increasing website sales productivity

5. Increasing website sales productivity

6. Increasing website sales productivity

7. Increasing website sales productivity
WHO ARE THEY?
•80,000,000 STRONG
•LARGEST SEGMENT OF US POPULATION BY 2015
•WEALTHIEST GENERATION IN HISTORY
•TECHNOLOGY DEPENDENT
•EXPECT ACCESS TO DESIRED INFORMATION 24 X 7 X 365
•ETHNICALLY DIVERSE
•CYNICAL/SKEPTICAL
•DESIRE TO BE HEARD
•PRICE SENSITIVE & VALUE DRIVEN

8. Increasing website sales productivity

9. Increasing website sales productivity
BABY-BOOMERS GENERATION-X GENERATION-Y
RESEARCH RESEARCH RESEARCH
VEHICLE SELECTIONS VEHICLE VEHICLE SELECTIONS
SELECTIONS
VALIDATION PURCHASE DECISION
VALIDATION
PURCHASE DECISION PURCHASE DECISION VALIDATION

10. Increasing website sales productivity
Which vehicles may fit his/her needs AND wants within budget
• 3rd party sites • Rating Sites
• OEM websites • Blogs
• YouTube • Social Media
RESEARCH
Which vehicles best fit his/her needs & wants AND represents the best VALUE
• Market Places
• OEM websites
• Dealer websites
VEHICLE SELECTIONS
Where to buy the vehicle that represents the best value for the best price
• Dealer Website
• Dealer Ratings
• Blogs
PURCHASE DECISION
• Social Media
Dealer Visit & Test Drive
VALIDATION

11. Increasing website sales productivity
THE CUSTOMER EXPERIENCE IS 3X MORE IMPORTANT THAN VEHICLE DESIGN
IN DRIVING PURCHASE DECISION

12. Increasing website sales productivity
AUTHENTICITY APPRECIATE & REWARD TRANSPARENCY & HONESTY
INTIMACY VALUE PERSONAL CONNECTION
EXTRA EFFORT APPRECIATE DEALERS WHO GO THE EXTRA MILE
LOW PRESSURE TAKE MORE TIME TO MAKE DECISIONS
REWARD SALES PEOPLE WHO TREAT THEM WITH
RESPECT RESPECT
UNDERSTATED VALUE THE QUALITY & STYLE OF THEIR ATMOSPHERE
LUXURY

13. Increasing website sales productivity

14. Increasing website sales productivity
• IMPACT GEN-Y IS HAVING ON OUR INDUSTRY
WHAT CAN YOU DO ABOUT IT?
• HOW DEALERS ACROSS THE COUNTRY ARE IMPROVING THEIR
WEBSITE SALES PRODUCTIVITY 50% OR MORE
Q&A

15. Increasing website sales productivity

16. Increasing website sales productivity

17. Increasing website sales productivity
PROS
Incremental Leads
CONS
Many people dislike them
Google hates them

18. Increasing website sales productivity
• 2nd most visited page
• Highest drop rate
PROS
Clean layout
Great functionality
User friendly
CONS
Limited engagement paths
Under-utilized real-estate

19. Increasing website sales productivity
• 3rd most visited page
PROS
Clean layout
Great functionality
CONS
Limited engagement paths
Potential pricing nomenclature
conflict
Under-utilized real-estate

20. Increasing website sales productivity
• 4th most visited page
PROS
Clean layout
Great functionality
User friendly
CONS
No sense of urgency
Limited engagement paths
Under-utilized real-estate

21. Increasing website sales productivity
• 2nd most visited page
PROS
Clean layout
CONS
No sense of urgency

22. Increasing website sales productivity
PROS
?
CONS
Treated just like every other
unit
No compelling reason to act

23. Increasing website sales productivity
• 4th most visited page
PROS
Clean layout
Informative
CONS
?

24. Increasing website sales productivity
WHY?
• IMPACT GEN-Y IS HAVING ON OUR INDUSTRY
• ANALYZE THE ANATOMY OF A TOP e-DEALER’S WEBSITE
WHAT CAN YOU DO ABOUT IT?
• HOW DEALERS ACROSS THE COUNTRY ARE IMPROVING THEIR
WEBSITE SALES PRODUCTIVITY 50% OR MORE
Q&A

25. Increasing website sales productivity
PROS
Clean layout
Great functionality
User friendly
CONS
Limited engagement paths
Under-utilized real-estate

26. Increasing website sales productivity
PROS
Clean layout
Great functionality
User friendly
Multiple alternative
engagement paths
CONS
?

27. Increasing website sales productivity
Leverages proven power of incentive-based marketing techniques to engage shoppers with
smart-survey technology which captures all mission critical information within 60 seconds:
• Accurate email & phone number
• Reason for visit
• Vehicle of interest
• Market timing
• Trade status
• Competitive insight
AND…

28. Increasing website sales productivity
Re-engages in-market buyers daily.

29. Increasing website sales productivity
PROS
Sense of urgency
Multiple engagement
options
CONS
?

30. Increasing website sales productivity
PROS
Clean layout
Great functionality
User friendly
CONS
Limited engagement paths
Potential pricing nomenclature
conflict
Under-utilized real-estate

31. Increasing website sales productivity
PROS
Clean layout
Great functionality
User friendly
Instant gratification
CONS
?

32. Increasing website sales productivity
PROS
Sense of urgency
Multiple engagement
options
CONS
?

33. Increasing website sales productivity
PROS
Clean layout
Informative
User friendly
CONS
?

34. Increasing website sales productivity
PROS
Clean layout
Informative
User friendly
CONS
?

35. Increasing website sales productivity
PROS
Clean layout
Informative
User friendly
Multiple Calls-to-action
CONS
?

36. PROS CONS
Clean layout Limited engagement paths
Informative
User friendly

37. Increasing website sales productivity
PROS
Clean layout
Informative
User friendly
CONS
?

38. Increasing website sales productivity
PROS
Clean layout
Full disclosure
User friendly
Deeper engagement
CONS
?

39. Increasing website sales productivity
PROS
Clean layout
Full disclosure
User friendly
Alternate engagements
CONS
?

40. Increasing website sales productivity
• 4th most visited page
PROS
Clean layout
Informative
CONS
?

41. Increasing website sales productivity
• 4th most visited page
PROS
Clean layout
Informative
CONS
?

42. Increasing website sales productivity
DEALER 2012 2011 VARIANCE % VARIANCE
ALEXANDRIA HYUNDAI 818 826 (8) -1.0%
FITZGERALD HYUNDAI 613 601 12 2.0%
FITZGERALDS LAKEFOREST HYUNDAI 612 763 (151) -19.8%
COLLEGE PARK HYUNDAI 585 756 (171) -22.6%
POHANKA HYUNDAI 505 504 1 0.2%
MALLOY HYUNDAI 503 485 18 3.7%
OURISMAN HYUNDAI 498 591 (93) -15.7%
POHANKA HYUNDAI OF FRDRCKSBRG 496 537 (41) -7.6%
BROWN'S MANASSAS HYUNDAI 472 541 (69) -12.8%
OURISMAN HYUNDAI OF BOWIE 463 497 (34) -6.8%
BROWN'S LEESBURG HYUNDAI 408 464 (56) -12.1%
SHEEHY HYUNDAI OF WALDORF 341 294 47 16.0%
TEAM HYUNDAI 294 234 60 25.6%
TOTALS 6608 7093 (485) -6.8%
FAIRFAX HYUNDAI 1555 1413 142 10.0%

43. Increasing website sales productivity
Y-T-D WEBSITE GENERATED ADDITONAL 477 LEADS (26% INCREASE)
LEADS FROM OTHER SOURCES DECLINED

44. Increasing website sales productivity
Y-T-D DEALER GENERATED ADDITONAL 116 UNIT SALES (70% INCREASE)

45. Increasing website sales productivity

47. sales@automarksolutions.com
888.331.2112