Don't miss our very own David Metter in his interview with Brian Pasch on CBT News and Auto Marketing Now – Episode 16
Magnets Pick Up a Bunch of Scrap - Be Careful!
Few (very few) dealers are using "Magnets" to help with their lead acquisition. But think about it... magnets pick up a bunch of bad, unusable, and cheap metal. But the valuable metals like gold, silver, and aluminum need to be hand picked. Internet Leads for your dealership are quite the same.
At HookLogic, we use intelligent data to weed through the (s)crap and pick out the customers that are the most likely to buy a car at your dealership, either with our Web2Show or our award-winning Lead2Show solution.
See why dealerships all over the country are using HookLogic.
Put some REAL “Logic” into your online marketing strategy.
Picking up scrap
HL-Logo-Moment-240x60
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lead2show.com | 855-LEAD-2-SHOW
4 Super Effective ways to use HookLogic Web-to-Show, that you may have FORGOTTEN about.
"I forgot it could do that." "I didn't know it could do that." "I never considered using it for that."
How many times have you said one of those statements while refreshing yourself on a product or service that you've been using for awhile?
Too often, we sign up for a product or service and after the "honeymoon phase" (first few weeks of giving it attention), they set it and forget it. You know what I'm talking about. Whether it's HookLogic, Online Chat, Trade-Hook, Walkaround Video or even a subset of features within your CRM, it's hard to be consistent at maximizing each to it’s fullest potential.
This article is to get you re-thinking about Web-to-Show and which features you may be forgetting about or not taking full advantage of.
Here are four ways to use Web-to-Show that you may have forgotten about.
1. Specials Pages
Incentivize the right customer at the right time to convert and take action. That's the premise of Web-to-Show. It's why we place Web-to-Show on the SRP and VDP, and why we recommend placing it on your New and Used car Specials as well.
Your new and used car specials pages are typically of top 5 most visited pages on your dealership website. But yet, when reviewing a clients website, Web-to-Show is missing from the Specials pages. If you don't have Web-to-Show on your Specials pages, you're missing out on enormous opportunity.
2. New Car Landing Page
We find many dealers have a New Car Landing Page strategy. Either it be for SEO or Paid Search, todays platforms make it a easy to add landing pages to your dealership website.
There's no disagreeing that a shopper visiting your new car landing page(s) has a high probability of being in market. So why not take advantage of the opportunity by having an additional point of conversion (Web-to-Show) on your new car landing pages?
3. Paid Search
This ties directly into number two. But there’s a good chance you forgot about adding the triggered link feature to your paid search and landing page strategy. Triggered links allow you to quickly expand upon the flexibility and performance of Web-to-Show by not only giving you an additional layer of measurement but allowing you to change the offer based on your segmented campaign.
The potential of this, once unleashed, leads to endless possibilities.
4. Mobile
On average, over 25% of a dealerships website traffic is now viewed on a mobile device. Latest studies are showing that a large percentage of mobile traffic are visitors by mobile device ONLY. Meaning they never visit your dealership website on a traditional desktop browser.
Traditionally, the shopper on your mobile website are in-market and quite low in the purchase funnel. There’s even a good possibility they’re on the showroom floor of a dealer down the street. When the iron is HOT - mobile Web-to-Show is ready to incentivize that highly in-market buyer right through your dealers showroom doors.
If you have a mobile adaptive or responsive dealership website, Web-to-Show will automatically determine which type of device your shopper is using and adjust accordingly.
If you’re a HookLogic AutoHook client with our Web-to-Show package and you have a responsive website, jump on your phone and check it out.
There you have it. FOUR Super effective ways to use HookLogic Web-to-Show, that you may have forgotten about.
It only takes a few minutes to review this list of 4 effective way of making sure you’re maximizing each and every opportunity to increase your dealerships website conversion, but more importantly your overall Lead-to-Show performance.
The Importance of Embracing Responsive Web Design
There is such a wide range of digital mediums available for consumers to connect with dealers - like personal computers, Macs, tablets and smartphones. Even "wearables" are in the near future (Google Glasses). Some people rely on PCs for performing work related matters while using tablets and smartphone to meet different requirements, like shopping.
The availability of these different touchpoint options have made responsive design an inevitable aspect and today, dealers have no other option but to customize their website and content layout, depending on the particular devices that the visitor is using at that given time.
Why do car dealers need to embrace responsive web design?
Nobody can undermine the importance of responsive design and car dealers are no exceptions. Various studies clearly show that more that 33% of vehicle purchases come from online-generated leads and the recent trends suggest that this figure is going to increase drastically in the immediate future.
When consumers shop for cars, they use different devices and in order to meet the requirements of the customers at every touchpoint, car dealers need to consider being responsive to these different devices.
Still, many dealers undermine the fact that mobile has been increasing at a rapid pace and it's going to be tough to survive in this fiercely competitive marketplace if we keep underestimating the importance of responsive design.
Don't be one of those dealers that undermines the importance of the mobile experience.
Download our latest white-paper "Auto Responsive Design: Managing Content Touchpoints in the Mobile World"
HookLogic AutoHook Latest Presentation
All to often someone will ask for a copy of our presentation. Well here it is.
HookLogic / AutoHook Suite - Building the Ultimate Attribution Model in Automotive
from
Remember - as great as it is to review a presentation without the hassle of dealing with a sales representation, know that our sales team are NOT high pressure and each are extremely knowledgeableon our complete AutoHook Suite of products.
There's a good chance you'll have questions and want to bounce a few ideas around once you have a better understanding on what HookLogic can do to increase your showroom visits and sales.
So, please do not hesitate to Contact Us!
Know the Future and Know Your Customer with Dataium's Cloud Intelligence
Dataium Cloud Intelligence Webinar
One of the greatest challenges automotive sales professionals experience in their jobs is knowing when the right time is to follow up on a lead that only a few short weeks or months ago had expressed an interest in a vehicle at your dealership but never came through as a sale. But now-a-days with so much tracking available of people and their online behavior, the days of guessing are going away. A New Era
With each click, search, and submission, consumers leave behind valuable and insightful data and statistics about their habits, interests, and future behaviors. Like footprints in the sand, these behavioral events leave behind digital footprints---data. These footprints, when collected, aggregated, and analyzed, provide important information regarding online purchasing behavior and activity, consumer trends, interests, and intent, and the effectiveness of promotions and web design.
One such company that knows this all too well, is the data utility company Dataium. Founded by industry gurus Jason Ezell and Eric Brown, Dataium is the largest aggregator of automotive Internet shopper behavior. The company tracks tens of millions of behavioral events weekly and is the only cross-platform website analytics solution.
There are three things that Dataium does very well...
- Knowing the Future - Today's shopper behavior predicts tomorrow's shopping trends.
- Knowing Your Customer - Dataium sees the entire online buying process, from keyword usage, inventory searches, lead submission, and everything in between.
- Knowing Your Website's performance – Unlike most other web analytics providers, we enhance website statistics with comparative industry, brand and market benchmarks. As an independant web analytics provider our only goal is timely and accurate metrics.
It is these things and the information that Dataium is able to collect and analyze that led to HookLogic's partnership with Dataium earlier this year. And it is these things that Dataium will be discussing on April 18th in our Advanced User webinar.
Cloud Intelligence Webinar - April 18
Slated to talk about this fascinating topic is Dataium Enterprise Account Manager Sean Murphy. In this webinar, Sean will introduce Dataium as a utility company and bring to light the many types of information about people and their online behavior that companies like Dataium are able to track. He will also dive in to the three things identified above that puts Dataium above the fray in these areas.
Sean Murphy of Dataium
Sean Murphy is a car guy and tech geek with more than 20 years of experience in both the automotive and enterprise IT sectors. He is currently the Enterprise Account Manager for Dataium, helping bring Dataium's solutions to a variety of automotive clients. Prior to joining Dataium, he was a cofounder of Buycentives, which developed technology to deliver data-driven incentives to online auto shoppers; he spent several years at leading ad agency, JWT, delivering product and consumer insights to Ford Motor Company; and worked for almost a decade at GM's Saturn Corp., handling everything from product strategy and planning to dealer sales, service, and parts.
Webinar Registration Link
This webinar will be held on Wednesday April 18th at 11:30am EST as part of our Advanced User Series. To register, click the link below. For more information about the AutoHook Webinar Series, visit our post titled, AutoHook Webinar Training Coming in January.
Wednesday April 18 at 11:30am EST – REGISTER HERE
Ratings and Reviews Don’t Just Matter to our Customers, they Matter to Us
Rate HookLogic on DrivingSales.com
I’m a huge advocate of Ratings and Reviews. After all – I’m a customer, and customers love to talk. Even better, I can evaluate products based on other customer ratings
and feedback to help me make confident purchase decisions. What’s better than that?
Now I – the customer – am not the only one that benefits from these public assessments. The company I work for (HookLogic) also does; and for most of you reading this, you’re in the same boat. Chances are, your companies are rated in a communal forum – the Internet, whether you willingly submit them to be or not. But, this isn’t a bad thing! Insights gained from Ratings & Reviews help us understand how our consumers buy. What kinds of features are most important to them? Why did they decide to work with us? What innovations can we create to make their lives even easier?
In our industry, one great example of this is DrivingSales.com. The company invented the industry's first and only Vendor Ratings Platform, designed to help dealers find and select the best vendor partners while holding vendors (like mine) responsible to deliver superior products. With Vendor Ratings, dealership employees can rate and review their vendors anonymously and leave detailed feedback for all the community to see. Now that’s valuable stuff!
If you’ve ever worked with HookLogic before, using any of the AutoHook products, please take a moment to rate us on the DrivingSales website. As you have probably gathered from my rant, the feedback is invaluable. Click here to rate our suite of products on DrivingSales.com, we appreciate your business.
What Happens When you Increase Your Average Show Rate?
more shows
In my last article “1 Simple Way to Increase your Appointment to Show Rate”, I reviewed how your sales and BDC staff can utilize our “Send Coupon” feature to help increase their appointment show percentage.
We have dealers utilizing the Send Coupon feature every day to increase their appointment to show rate by 20% or more. However, when I’ve presented this feature or idea to other dealers, I sometimes sense a bit of hesitation. And that’s okay. Not everything works for everybody because the first step in getting anything to work is buy-in and commitment from top management.
To help defuse this hesitation, let’s do some quick math:
*Remember - the average dealership has a 50% Appointment to Show rate.
Say you schedule 50 appointments Of those 50 appointment’s, 25 show up for their appointment (50% Appointment to Show) Of those 25, you sell an average of 60% = 15 sales
Increase the show rate by 20%
You schedule 50 appointments Of those 50 appointment’s, 35 show up for their appointment (increased to 70% Appointment to Show) Of those 35, you sell an average of 60% = 21 sales
Using the average $25.00 incentive, let’s figure out the potential ROI.
50 appointments / 35 shows 35 x $25 = $875 With a 20% increase, you move from 15 sales to 21 sales. That’s 6 more deals.
= $145 per additional Show to Sold
This might not jive with everyone’s calculator, depending on your current budget, process and inventory. But I would guess most dealers have room to increase their appointment to show rate by 20%.
For those still a bit hesitant, train your staff to incentivize customers that seem hesitant when scheduling the appointment. Use the incentive and supportive word track to not only lock in the show with a hesitant caller, but also reinforce the appointment time. There’s nothing worse than coming into work during your day off or staying late only to find out the customer is a no show.
Differentiate by Incentivizing the your phone appointments to increase your show rate and ultimately sell more cars.
1 Simple Way to Increase your Appointment to Show Rate
no show
According to industry statistics, the average dealership converts LESS than 20% of Sales Calls into an appointment.
The average dealership has a 50% percent show rate on those appointments. So for every 10 appointments scheduled, only 5 on average physically show up.
If you’re reading this, there’s a good chance you don’t want to be AVERAGE. If you’re already using our suite of Autohook products, there’s NO reason for your dealership to have a 50% (or less) appointment to show rate. I’ll get to that a bit later…
Why is the average appointment to show rate only 50%?
We can come up with many excuses but let’s agree that the biggest reasons usually boil down to Phone Skills (or there lack of).
- Customer wasn’t SOLD (or over sold) on the initial vehicle of interest.
- Customer wasn’t SOLD on the appointment / experience but agreed, so they could get off the phone.
- No appointment confirmation call was made (preferably by a manager) – many times the customers contact information wasn’t acquired or accurate.
Despite the many reasons dealers are only achieving an average appointment to show ratio, we have many dealer clients utilizing a feature within AutoHook that makes it very simple to increase their appointment to show rate by 20% or more. Achieving a 70% plus.
What is this 1 Simple Way?
Differentiate by Incentivizing.
Award that potential customer one more reason to show up at YOUR dealership. That one more reason could be the one that makes all the difference. Even when the phone call experience didn’t go so well.
Our dealer clients in-the-know are already utilizing our “Send Coupon” feature. Send Coupon feature is included with our suite of products and found within the Admin screen when you log-in.
send single coupon
With Send Coupon, you have the ability to easily incentivize a potential customer on the phone. Along with some added word tracks to your phone scripts, this is a great tool for your sales and BDC team to leverage during a sales call. In just a few steps you can quickly send a customer an Incentive to Show by email.
I challenge you to commit to this 1 simple way to Increase your Appointment to Show Rate. Before you know it, your sales staff will have more shows and be selling more cars.
Improved Responsive Confirmation and Reminder Emails
responsive email on iphone
We’ve been on a mobile kick lately here at HookLogic. Last week I wrote about our new Web2Show feature - Mobile2Show and Why did that customer LEAVE YOUR DEALERSHIP right after looking at their iPhone?
Many of you already know or can easily guess that current studies are showing consumers are now reading a larger portion of their emails by mobile device, mostly on their smartphone. Therefore it’s imperative that emails sent to your customers are easy to read on a smaller screen.
Today, we are officially announcing our new and improved Responsive Designed confirmation and reminder emails that are sent to your potential customers that have engaged with Web2Show and Lead2Show.
Prior to this improvement, we had a few tiny display issues with our previous emails when it came to formatting for mobile across the different devices and screen sizes. While none of these issues had any real negative impact on the customers experience, we knew we could do better. Anytime we can improve the experience for our dealer clients and their potential customers, we make it a priority.
To address this, we took the existing email(s) (which are already optimized for deliverability and engagement), and built upon them. The result is an email “template” that contains the same effective message within a much more responsive design. Whether on a full-size monitor or mobile device (tablet, iPhone, etc), your customers are now presented with an email that scales and displays appropriately.
responsive email design
Added Bonus: While we were making these enhancements, we also made the addition of including your dealer logo at the top of the message (previously only at the bottom of the signature), which we believe gives the email a bit more validity as a communication on behalf your dealership.
