- Oct 17, 2011
- 181
- 49
- First Name
- Dan
In this business we are regularly bombarded by new and exciting acronyms that become mainstays in our daily lives, workplace, and discussion with our peers. We seem to more or less live in a world run rampant by SEO, SEM, CPC, etc... but there is one acronym that I feel is rarely touched upon and is without doubt the most important to Automotive Internet/Digital Marketing conversation piece, On Site Conversion Optimization or "OSCO".
The concept of OSCO is one that I feel very strongly about and I also feel it is far more important than even the best SEO or SEM strategy. I mean how good can any robust SEO or SEM strategy be when your on site experience sucks and your website converts poorly. Dealers are notorious for partnering with vendors and or companies that promise to get you more traffic. When I seek out such services I look for ideas, products, or strategies that make the absolute most of the traffic we are already getting.
Once we've built (and thoroughly tested) what we consider to be an Optimized for Conversion on-site experience do we seek to increase traffic because at the end of the day what good is a low (or even any) CPC if your traffic doesn't call, submit, or venture to your showroom?
At the end of the day what good is trying to fill a glass that is already full?
Creating a website built to convert like crazy has proven to be a fun study in the page pathway our visitors take. We look for patterns in where customers are venturing online from their entry page and do our best to help deliver the most intuitive next step on our website. We arrange our forms, CTAs, directions, and other contact information in places we see the most opportunity to convert or at least where they absolutely belong. People like to ask questions about the sales process before committing to a make or model or even a dealership. It is our job as Automotive Marketing Professionals to provide them easy ways to ask those questions whether it be on the phone, through email, or engaging with a Chat agent.
Dying to hear how the rest of you feel about OSCO.
The concept of OSCO is one that I feel very strongly about and I also feel it is far more important than even the best SEO or SEM strategy. I mean how good can any robust SEO or SEM strategy be when your on site experience sucks and your website converts poorly. Dealers are notorious for partnering with vendors and or companies that promise to get you more traffic. When I seek out such services I look for ideas, products, or strategies that make the absolute most of the traffic we are already getting.
Once we've built (and thoroughly tested) what we consider to be an Optimized for Conversion on-site experience do we seek to increase traffic because at the end of the day what good is a low (or even any) CPC if your traffic doesn't call, submit, or venture to your showroom?
At the end of the day what good is trying to fill a glass that is already full?
Creating a website built to convert like crazy has proven to be a fun study in the page pathway our visitors take. We look for patterns in where customers are venturing online from their entry page and do our best to help deliver the most intuitive next step on our website. We arrange our forms, CTAs, directions, and other contact information in places we see the most opportunity to convert or at least where they absolutely belong. People like to ask questions about the sales process before committing to a make or model or even a dealership. It is our job as Automotive Marketing Professionals to provide them easy ways to ask those questions whether it be on the phone, through email, or engaging with a Chat agent.
Dying to hear how the rest of you feel about OSCO.
