String's Automotive Marketing Blog

Anatomy of an Effective Mobile Landing Page

Posted by Matthew Kolodziej

Jul 7, 2014 9:10:00 PM

Dealers know that customers are relying more and more on mobile devices to conduct research, comparison shop, and navigate the auto mile. But if that's the case, why aren't more dealers spending time to optimize their mobile landing pages?  Some of our clients have made a concerted effort to turn their mobile pages into conversion machines. We tracked the "before" and "after" results in our dealership intelligence platform, the Dealer Positioning System, and used the findings to put together some suggestions for the ultimate mobile landing page.  

We've summarized our findings below and provided some examples of each of the recommended elements done right, contrasted with a version that has room for improvement.  

1. Advertise a Specific Offer at the Top of the Page. 

Too often, dealers rely on a generic image or header to generate interest.  Don't just tell buyers about your upcoming Labor Day Sale -- mention financing terms or special incentives that will help them get a full picture of what you're offering.  Doing so can boost click-to-call conversion rates by up to 91%.

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Topics: conversions, automotive marketing, mobile optimization

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

See Your Dealership's Market Share by Zip Code in the String DPS

Posted by Matt Kolodziej

Dec 20, 2013 4:27:33 PM

With its latest release, the String Dealer Positioning System now provides dealers with an easy way to track market share of new and used vehicle sales every month. See right away where your best conquest opportunities lie and what your customers are cross-shopping.

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Topics: auto dealer analytics, web stats, conversions, dealer positioning system

Getting GA Goals Right: Google Analytics for Dealer.com Websites

Posted by Matthew Kolodziej

Nov 7, 2013 3:51:00 PM

Welcome to our second installment of Getting GA Goals Right.  In this post, we'll show you how to configure goals in Google Analytics to track email lead form submissions and more on your Dealer.com website.

If you're a Dealer.com customer tired of staring at an empty Conversions tab within Google Analytics (GA), you're five minutes away from having beautiful, compelling conversion and ROI data in your GA reports.

Configuring Form Submission Goals

Tracking email lead form conversions is your best bet to start with, and it's relatively easy to set up. To get to the goal configuration menu, click on the Admin tab at the top-right of the Google Analytics navbar and look for the Goals link on the right side of the page:



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Topics: auto dealer analytics, google analytics, conversions, automotive marketing, Dealer.com

Advanced Attribution: Track the Car Buyer Customer Journey

Posted by Matthew Kolodziej

Jun 28, 2013 5:00:00 AM

Your customers don't rush to buy a car, so why rush to attribute leads to a single source? With Google Analytics' new Model Comparison Tool, you can easily pick between a number of attribution models that give credit to all sources involved in generating your web leads.  You'll be able to give credit to marketing activities that serve as "assists" as well as those that score the actual sale.

It's been almost two years since Google Analytics introduced Multi-Channel Funnels into it's reporting, but the past two weeks have delivered two of the biggest and most important changes to this feature since its launch.

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Topics: auto dealer analytics, google analytics, car buyer customer journey, conversions

Measure What Matters: The Report Auto Dealers Can't Live Without

Posted by Matt Kolodziej

May 23, 2013 1:51:00 PM

Welcome to our third installment on analytics for auto dealers!  We've been taking a look at easy ways to leverage Google Analytics to get a better sense of how buyers are finding your dealership and moving through their journey on the way to becoming your customers.

At Digital Dealer, Avinash Kaushik, Google's Digital Marketing Evangelist, suggested that dealers take a comprehensive look at conversion events and break them down by channel. While it's not as sophisticated as the heatmap visualization he presented at this conference, we've taken the liberty of creating a custom report for GA that will provide you with a snapshot of your goals and which channels are delivering them.

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Topics: auto dealer analytics, google analytics, digital dealer, car buyers, conversions