LotLinx wanted more evidence that it’s a leading authority on inventory marketing artificial intelligence (AI) solutions. So the firm asked for an examination to be completed by Wizely, which specializes in providing businesses with strategic product planning along with what the company calls “people-based” digital marketing.
According to the independent study shared with AuSM of LotLinx traffic quality across 1,434 clients, Wizely concluded that LotLinx provides high-quality shopper traffic compared to website traffic in general and traffic that comes through cost-per-click campaigns (CPC traffic).
Study orchestrators explained the specific quality-focused metrics evaluated were bounce rate and goal conversions. Bounce Rate measures the percentage of website visitors that arrive at a site and leave before completing any meaningful action. Goal Conversions measures the number of meaningful actions taken on a website.
Both LotLinx and Wizely emphasized that It is worth noting that in the automotive industry, the term “conversion” is sometimes used interchangeably with “lead.” In the context of this study, goal conversions include all meaningful actions being reported on the website, not just leads.
“Said another way, all leads are goal conversions but not all goal conversions are leads,” the study report said.
Wizely observed that LotLinx traffic has a 6 percentage point improvement in bounce rate (18.9 percent versus 24.9 percent) and an 11.6 percentage point improvement in goal conversion rate (12.5 percent versus 0.9 percent) compared to other cost-per-click traffic sources using identical measurement methodologies directly within dealership Google Analytics instances.
Wizely said it supports the assertion that measuring performance directly within Google Analytics is aligned with industry best practices, allows for consistent comparison, and enables correct bounce rate calculations using engagement data as opposed to the dated approach of using page count only.