It is the aim of every auto dealer to maximize their business potential with the help of their auto dealer websites, and there are two distinct approaches that both involve a form of optimization. First, you have to optimize your website to increase the amount of traffic it gets; and then, you must optimize it to increase its rate of converting visitors into real business.
Anybody with at least a little experience with online marketing is familiar with the idea of search engine optimization. But the concept of conversion is still foreign to a lot of people, despite its importance and its effect on business. Websites for automobile dealers must be built not just to attract visitors, but to put some sort of action – or lead submission – into effect.
In simple terms, the conversion rate refers to the percentage of visitors to websites for automobile dealers, who end up doing whatever it is you would intend for them to do on the site. The conversion rate is determined by taking the number of visitors who completed the action and dividing it by the total number of visitors to the site.
For example, if you wanted to determine the conversion rate as it pertains to your credit application page, in which you want consumers to complete the application, you would need to determine how many visitors that landing page had during a specific time period. Then you would compare that to the number of online applications forms that were actually submitted during the same period.
If the page had 200 visitors and 50 loan requests were completed, your conversion rate would be expressed by 50 / 200 = .25, or 25%. The conversion rate should be measured in intervals of, say, one week. A day doesn’t accurately express the measure of conversion, and a month is too long an interval not to check the trend.
The purpose of paying any attention to the conversion rate is to help you determine what actions or elements of your site affect any real action taken by potential customers. Since your ultimate goal is to increase business and revenue, your conversion rate can be a very helpful indicator concerning the effectiveness of your online presence.
How do you increase your conversion rates? There are some basic approaches to try. Switch out headers from one interval to another, and compare conversion rates between them to determine which ones perform the best. You must also remove any elements of your web design that might distract the user, and try limiting options and exit buttons on these landing pages so that the user is remains more likely to complete the intended action on the page.