Small Tweaks to Big Automotive Website Results

November 2nd, 20113:03 am @


Recently, someone wanted to get more leads from any source. I quickly found there were minor tweaks he could make to his own website WITHOUT paying thousands of dollars more for extra advertisers and lead providers. These are simple quick tips anyone can use to squeeze more leads out of their existing advertising. These leads come from your own website, which have by FAR the highest closing ratio around. So take notes and ask questions at the end… I’m happy to share!

We have agreements with about everyone….had a terrible experience with Carsdirect 72 leads 0 sales…and customers seem to use it as a wish lists…for new or used…not to mention I hate that they have a site to tell me how much I should be selling my cars for. AutoUSA seemed less attractive when they lost Edmunds. Imotors/ very low closing ratio..similiar customers to Carsdirect.

So currently we are using Autobytel, Zag, Edmunds, KBB, Dealix, we even pay for 3rd party leads from the manufacturer. We get a total of 550-600 leads on average.

Who do you like….and why?

I am always looking for good companies that are not on my lists or radar and would love to know your closing ratios….

We close over 11% when you include the leads driven by our website…and I have 2 experienced managers and 2 people with no car experience answering the leads. We have a decent system I put in place.

I am just not getting enough leads and I want more traffic…(that does not mean I want to expand my miles radius past 25)…whenever I have stretched it out the close ratio drops too much and puts my R.O.I. out of wack.

Look forward to the thoughts out there.


Okay, this is my candid response because you are getting a ton of leads and only selling 60-66 cars/mo… I can narrow down much deeper if you want about your closing ratio because I think it should be much higher, but not right now. Right now, here’s what I see:

#1 when I go to your website (the place where your leads close the best) nothing draws me in. There’s no call to action on your home page. Really you shouldn’t be trying to sell me on your home page, just quickly putting me into where I really want to end up — New Inventory and Used Inventory. As dumb as this sounds these links are not prominent enough, let’s make then stand out — each on their own.

#2 speaking of the nav bar, let’s bury that Facebook link a little since I don’t want any reason to distract visitors on my website to somewhere else. I want them looking at inventory! Reading my reviews! Watching my videos!

I suggest having a “NEW CARS” main nav link, “USED CARS” nav link, with your $10k or less and inventory links the first ones below these main links so people don’t have to even think about where they’re going. Internet ADD anyone?

#3 The inventory details page — Again, get rid of that daggum Facebook link. I don’t want them on Facebook I want them shopping cars. Again, here there’s no call to action on this page. Let’s add a CALL ME NOW 877-313-2767. Also with you can add a “click for best price” on your main nav page (and also on the inventory details page) which is proven to create more leads.

#4 It wouldn’t hurt, either, to have at least one real picture of the actual car. This will help generate more leads.

#5 Inventory Details Page — There’s that facebook button again, be gone! Let’s throw in a “CLICK TO TEST DRIVE” button or a “CLICK TO GET APPROVED” button that will actually generate a lead. Call and ask about that “Click here for the best price” button, which will show right below your “Internet Price $20,840” on the details page. That’s a very prominent call to action which was always one of the most used lead forms.

#6 One step no one else takes on this page is, notice all that dead white space below the main picture of the car? Below that you can insert a picture (maybe of your internet team, be personal!) and another call to action like “CALL ME NOW 877-313-2767” (let’s get them off that mouse and on the phone baby!)…

Well there’s a lot of steps you can take right now for FREE to generate more 1st party (high closing ratio) leads. Live chat would also be great on your site.

And let me say one thing about pop-up coupons — if you have a well optimized lead generating monster of a site, these will actually hurt your conversion ratio! I’ve tried them all over the place and get the same results. On a mediocre site, sure, but there’s so many other free and better things to do.

… I’m seeing more and more as I browse your site. No specials? Weak keyword optimization… Your blog which I got to through your website has only one post — Kia recalls 70,000 vehicles! Not a good start for leads to be thinking about.


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