PERQ announced Monday it launched Auto Website Conversion Course, a free series of online best practice tutorials designed to help dealers clean up their sites and create more potent conversion paths.
Decluttering dealership websites and directing attention to targeted messaging, along with personalized calls to action, can significantly increase click-through rates and lead data collection, according to the marketing technology provider.
“Most dealership websites are jammed with a cacophony of offers, messages and static lead forms that, more often than not, lack relevance to the visitor. It’s the equivalent of walking into a dealership and having multiple salespeople yelling offers and information at you all at once without bothering to ask what your name is, if you’re ready to buy or if you want a new or used vehicle,” Russ Chandler, PERQ product marketing manager, said in news release.
“It’s no wonder the average dealership website converts less than three percent of their traffic.”
PERQ’s analysis found that dealerships who declutter by offering a streamlined and interactive experience see a 42-percent increase in CTRs, a 15-percent profit lift and a five-fold increase of data collected on sales leads.
“These websites are not ‘bugging’ visitors with messages they have no interest in but, instead, target consumers based on their website behavior, dynamically adjusting what is pushed to them,” PERQ said.
Four declutter best practices PERQ advocates for dealer websites include the following:
Entice visitors to seek more useful information. It creates an opportunity to gather data that will help provide a more informed and streamlined sales experience.
Inventory CTAs and conversion tools to understand what works and what doesn't.
Analyze how effectively a CTA is converting.
Re-evaluate remaining CTAs and make informed decisions on which CTAs to display based on user behavior.
All data for PERQ’s analysis came from its FATWIN Web Engagement platform. It virtually trains dealership websites to have relevant, real-time conversations with visitors through dynamic interactions that change based on the consumer’s behavior.
Visit PERQ’s webpage for more information about its lesson plan.