We know this is at the top-of-mind for many dealers, and it is often the number one goal for your website. Take a look at a few of our tips below.
Everyone in the powersports industry knows that the success of your dealership relies heavily on sales leads. Capturing leads is the main intent behind most of your marketing efforts, whether you are making a commercial, putting up a billboard or hosting an event at your dealership. It can be difficult to know if you could be generating more leads on your website and how to go about it, so we have listed three important factors below to help you be successful.
1. Attract The Right People
The first step in generating quality leads is to attract people who are interested in what you sell. It sounds simple- but all too often dealers invest their marketing dollars on audiences who have little to no interest in their business. I recommend looking at your current online marketing and asking the following questions:
Do we cast a wide net and hope for the best or are we targeting people in our area who are shopping for the products that we sell? (Hint: you want to make sure you are doing the latter.)
Marketing to the wrong audience will cripple your lead volume. Make sure that you are talking to the people who care about your products and have the potential to convert.
2. Funnel Website Visitors Towards Conversion
After getting the right people to your site, it’s important that you focus your attention to ensuring your site visitors convert. This is where your website’s structure and design comes into play.. Although your dealership does more than sell units (service, gear, parts, etc.)- the #1 reason people visit your website is to shop your inventory. Site visitors should be able to easily find and shop your units directly from your homepage. The more pages (and clicks) that stand between them and your inventory, the more likely they are to leave your site and look elsewhere. A great way to check the success of your website design is to log into your Google Analytics and view your pages per session and your bounce rate. If your average pages/session is under 5 or your bounce rate exceeds 35% you might want to start looking at ways to improve your website design. (Or call us!)
3. Include The Right Call-to-Actions (CTAs)
As stated in the above points, we’re firm believers that your best leads come from interested buyers shopping your inventory- not popup windows or other gimmicks. When people are scrolling through a list of inventory or looking at a particular unit, they’re in a great spot to convert. And that’s when they’ll want a little somethin' somethin' more - a better offer. This is where having enticing calls-to-action can pay off. Don’t go with a generic ‘get a quote’ or ‘contact us’- give them a good reason they should hand over their contact info. For example, offer to send them the lowest listed price if they give you their email address, or offer them ‘Price Alerts’ in order to get notified if the price drops. These CTAs provide true value to the customer and the dealer.
There you have it - three tips to help you convert more qualified leads from your website. Contact us to learn more about how we’re helping dealers market to the right audience, and converting them into great sales leads.