-
This thread is just the tip of the iceberg.The people ahead of the curve aren't Googling for answers — they're already in here, having the conversations you haven't found yet. DealerRefresh is free.Get the full picture →
Are You Missing A Marketing Opportunity On Your Website?
Lately I have been digging into Google Analytics to leverage the data and insights provided by Multi-Channel Sales Funnels (MCSF). If you ever wanted more insights into which digital investments are influencing website traffic and leads, you need to setup MCSF. It's free and takes about 10 minutes to setup.
In order to use MCSF you need to setup what Google calls "goals" for your website. (Read Tutorial) One of the four types of goals can be setup is when you visit a specific website page. If you wanted to set a goal that counted visits to your Service Appointment page, you would you set the goal to that web page URL.
Then you can use MCSF to see which digital paths are influencing people to visit that page. This insight is exactly what dealer principals have been asking for years!
Checking For Unique Thank You Pages
However, if you want to set a "goal" for when a consumer submits a lead, it gets tricky. I'm finding that many website platforms used by car dealers have decide to move away from presenting a new "Thank You" page after a lead is submitted.
Here is an example of what I mean by NOT having a new Thank You page. The first screen capture shows a lead form that is located on a used car Vehicle Detail Page (VDP) and I filled out the information:
Once I clicked on the Submit Message button, the page URL did not change. The consumer is kept on the VDP and only the text in this region of the VDP is changed:
The Impact Of No Thank You Page
After much thought, I think that NOT having a Thank You Page is a mistake for two reasons.
The first reason is that you can't get a Google Analytics "goal" when a lead is submitted. This will prevent you from seeing which digital investments in your budget triggered a consumer to submit a lead using MCSF in Google Analytics. There are some third party software solutions that have work arounds to this issue but not for Google Analytics.
The second reason is that dealers may be missing a great opportunity to encourage the consumer to continue engaging with their website or visit their social media sites. Think about it for a minute. After a lead for a new or used car is submitted, wouldn't a targeted "Thank You" page more effective than just leaving them on the Vehicle Detail Page (VDP)?
Building a Better Thank You Page
What could be on your Thank You page is up to you but here are a few suggestions:
- A presentation of your online reviews. Give them a reason to buy from you.
- Consumer video testimonials. Their peers comments speak louder than you.
- A list of "popular" internal website links to get them digging back in. Specials, Incentives, Directions.
- Links to your Social Media sites. Why not connect if they are active users of social media?
You get the idea. Why not enhance your brand advantage once they submit a lead?
I suggest that dealers reading this article put in a request to their website providers add this feature BACK into their website.
Who Has Unique Thank You Pages?
Of the more popular website providers Cobalt, Dominion Dealer Solutions, and DealerOn have unique thank you pages. The elimination of separate Thank You pages is a result of website programming languages like Ajax, which allow only sections of a web page to be refreshed.
In the past, leads always had a Thank You page and it's up to you to consider if you should have them back. I am convinced that if you have an attractive Thank You page, you will increase engagement. What do you think?
Check Your Thank You Pages
If you are fortunate to have unique Thank You Pages, please check that they are optimized to increase ADDITIONAL click traffic. I visited two websites that had Thank You Pages and this is what I was presented with after I submitted a lead.
Two City Honda's page simply said "Thank You.
Preston Ford included a friendly graphic and set an expectation.
Could you see how much more effective a well designed Thank You could be for the hundreds of leads that get submitted each month? If you have a great Thank You page designed, share it with the community.
In any case, consider this challenge and opportunity to re-engage or educate your consumers who have taken the step to contact you at the First Moment of Truth (FMOT).
What ideas might you have to add for re-engaging the consumer with your "Thank You" page?
HookLogic Integrates with Dataium for Lead to Show 3.0
- By bpulseadmin
NEW YORK – February 2, 2012 – Today, HookLogic announced that it has partnered with Dataium, the largest aggregator of Internet 
automotive shopping activity, to build new insights and technology into its Lead to Show solution enabling dealers to breathe new life into older, upper-funnel leads. The new capability built in to Lead to Show 3.0 provides HookLogic customers with access to Dataium data solutions and opens up a new market of “forgotten” leads to automotive dealers.
Dataium’s Cloud Intelligence™ platform captures deep insights into shopper behavior, including browsing history, time in market, which models are in a shopper’s consideration set, etc. Because automotive marketing efforts are often targeted towards new leads, shoppers who are still in market after two months are considered “cold,” and are rarely pursued by dealers after the two-month mark.
“Our data indicates that up to 45 percent of leads are still in market after 120 days. This group represents a huge missed opportunity for dealers, however, it’s vital to understand the difference between a lead that is simply inactive versus an individual who is no longer in market, such as someone who has already purchased a car,” said Jason Ezell, president and co-founder of Dataium. “Data is the first missing piece of the puzzle. The second is relevant, attractive incentives to bring inactive leads back into market, and that is where HookLogic excels.”
HookLogic customers are no longer leaving money on the table by ignoring inactive leads who are still in market. The integration of Dataium insights and technology arms Lead to Show 3.0 users with a 360-degree view of shopper activity and enables dealers to deliver a customized, targeted incentive to re-engage individual shoppers, bring them into local dealerships and drive them down the consideration funnel.
“We are continuously working to improve our Lead to Show solution set for automotive dealers. We wanted to partner with Dataium because they are hand’s down the best in class in providing strategic, relevant data to the automotive industry,” said David Metter, president of automotive for HookLogic. “That data powers our execution and gives our dealerships a competitive advantage in the marketplace.”
About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping behavior. With its Cloud Intelligence™ platform, the company collects, analyzes, and indexes billions of online automotive shopping events weekly from over 60 million active auto shoppers. The company supports cutting-edge data collection and reporting technology; VisiCogn® Collection Utility, VisiCogn® Knowledge Center, and is also known for its ASI™ index. For more information, visit www.dataium.com, email: info@dataium.com, or call 877-896-DATA (3282).
About HookLogic’s Incentive Solutions for the Auto Industry
HookLogic powers targeted incentive programs that drive in-market shoppers to auto dealerships and other lead-driven businesses. HookLogic solutions are easily implemented, work with nearly any marketing medium and enable end-to-end reporting and optimization. Headquartered in New York City, the company has offices in Ann Arbor, MI, Atlanta, GA and Manchester, UK. Clients include MileOne Automotive, Germain Motor Cars, Suburban Collection, Acton Toyota, and AutoTrader.com. Learn more at www.leadtoshow.com.
automotive shopping activity, to build new insights and technology into its Lead to Show solution enabling dealers to breathe new life into older, upper-funnel leads. The new capability built in to Lead to Show 3.0 provides HookLogic customers with access to Dataium data solutions and opens up a new market of “forgotten” leads to automotive dealers.Dataium’s Cloud Intelligence™ platform captures deep insights into shopper behavior, including browsing history, time in market, which models are in a shopper’s consideration set, etc. Because automotive marketing efforts are often targeted towards new leads, shoppers who are still in market after two months are considered “cold,” and are rarely pursued by dealers after the two-month mark.
“Our data indicates that up to 45 percent of leads are still in market after 120 days. This group represents a huge missed opportunity for dealers, however, it’s vital to understand the difference between a lead that is simply inactive versus an individual who is no longer in market, such as someone who has already purchased a car,” said Jason Ezell, president and co-founder of Dataium. “Data is the first missing piece of the puzzle. The second is relevant, attractive incentives to bring inactive leads back into market, and that is where HookLogic excels.”
HookLogic customers are no longer leaving money on the table by ignoring inactive leads who are still in market. The integration of Dataium insights and technology arms Lead to Show 3.0 users with a 360-degree view of shopper activity and enables dealers to deliver a customized, targeted incentive to re-engage individual shoppers, bring them into local dealerships and drive them down the consideration funnel.
“We are continuously working to improve our Lead to Show solution set for automotive dealers. We wanted to partner with Dataium because they are hand’s down the best in class in providing strategic, relevant data to the automotive industry,” said David Metter, president of automotive for HookLogic. “That data powers our execution and gives our dealerships a competitive advantage in the marketplace.”
About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping behavior. With its Cloud Intelligence™ platform, the company collects, analyzes, and indexes billions of online automotive shopping events weekly from over 60 million active auto shoppers. The company supports cutting-edge data collection and reporting technology; VisiCogn® Collection Utility, VisiCogn® Knowledge Center, and is also known for its ASI™ index. For more information, visit www.dataium.com, email: info@dataium.com, or call 877-896-DATA (3282).
About HookLogic’s Incentive Solutions for the Auto Industry
HookLogic powers targeted incentive programs that drive in-market shoppers to auto dealerships and other lead-driven businesses. HookLogic solutions are easily implemented, work with nearly any marketing medium and enable end-to-end reporting and optimization. Headquartered in New York City, the company has offices in Ann Arbor, MI, Atlanta, GA and Manchester, UK. Clients include MileOne Automotive, Germain Motor Cars, Suburban Collection, Acton Toyota, and AutoTrader.com. Learn more at www.leadtoshow.com.
