String's Automotive Marketing Blog

Jump off the VDP Bandwagon and Meet Your Highest-Value Visitors

Posted by Matt Kolodziej

Jul 7, 2015 6:34:49 PM

Your analytics dashboard reports a healthy bump in visitors, SRPs, and VDPs – sounds like you’re in for a great month. But by the time the 30th rolls around, showroom traffic was flat, and so were your sales.

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Topics: auto dealer analytics, google analytics, web stats, car buyers, automotive marketing, automotive marketing roi, roi

How to Calculate Value Per Page

Posted by Matthew Kolodziej

Jan 6, 2014 10:12:00 AM

Chances are, you’re pretty obsessive about tracking key metrics like inventory turn and gross margin.  And the industry has us well-trained to keep a close eye on VDPs. But there’s another metric all savvy car dealers should be keeping tabs on: Value per page. 

Taking a look at how pages are performing in dollars and cents, rather than views, will help give you a handle on the effectiveness of your various online marketing efforts – and ensure you are investing your marketing dollars wisely.  We've laid out our argument for why value per page should replace VDPs as the most important gauge of your online marketing strategy in a recent eBook, The Marketing Metric You Should Be Obsessing About: Why VDPs are Out and Value Per Page is In.  This post is intended as a follow-up for intrepid e-commerce directors who want more insight into how to actually calculate and implement this metric in their dealerships.  

So what is value per page?

Value per page tells you how much money a web page is producing for you.  Who cares how many people are looking at a page if they don't ever take any follow-up action?  Wouldn't you prefer to see your page view stats with augmented ROI information, like this?

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Topics: auto dealer analytics, conversions, automotive marketing roi