Jul 23, 2015
Christian Salazar
Using the power of your CRM
to turn website traffic into car
buyers
Research. Lead. Buy
WEBSITE KEY
PERFORMANCE
INDICATORS
• Time on Site
• Bounce Rate
• Pages per
Visit
• Goals
• Referral
Traffic
• Entrance
Pages
Conversion(OUTSIDE OF AUTOMOTIVE)
• Conversion Rate
• Cost per Transaction
• A / B Testing
• Average Transaction Value
• Days and Visits to Purchase
• Types of Users & Task
Completion
WHERE DID ALL OF
THIS COME FROM?
eCommerce Giants
• Hundreds of
Millions of
Dollars per
Day
• Hundreds of
Millions of
Page
Views per Day
AMAZON QUICK HIT STATS
• $74 Billion in Sales Last
Year
• $202 Million per Day in
Revenue
• Over 150 Million Visits per
Day
• Online Only
• Trusted, Fair Prices, Fast,
Convenient
60 ROOFTOP CAR
DEALERSHIP*Selling seven cars everyday; $30,000 average
transaction price; 500 visits per day• $4.6 Billion in Sales
• $12.6 Million per Day in
Revenue
• Over 30,000 Visits per Day
• In Person Only
• Trust Has to Be Earned
• Fair Prices? Fast?
Convenient?
CREATE CONTENT TO GET
VISITS
TO YOUR ENTIRE SITEContent is Anything Created by a
Human for Expression, Marketing
or Publication
• Video
• Blogs
• Reviews
• Photos
• Press
Releases
• Landing
Pages
FOCUS ON YOUR ENTIRE
WEBSITE & VDPs WILL
HAPPEN• Drive Traffic to Your Entire
Website
• Drive Traffic to Landing
Pages
• Drive Traffic to Blog Posts
• Drive Traffic to Content
Rich Pages
• Drive Traffic to VDP Pages
Scott Hernalseen from Autotrader. At The 2013 DrivingSales
Executive Summit, dealers must have a clear
merchandising and pricing strategy
that makes their vehicles stand out
from the competition.