Using ClickTale to Improve Conversion
While building our new website, www.actontoyota.com, we were continually asking ourselves a number of questions in an effort to create a site that ultimately improves page layout, enhances the visitor experience and, above all, increases conversion rates.
For example, we asked ourselves: What can we do to improve our pages’ layout and contact form placement to increase conversion? Are the pages we’ve built filled the type of content our visitors seek, find engaging, and want to interact with?
To help us answer these questions and more we turned to ClickTale, the industry leader of customer experience analytics.
With dozens of unique features, ClickTale offers an all-around optimization suite that combines visitor recordings, mouse move and click heatmaps, form analytics, and more as part of its analytics information. We especially like ClickTale’s in-page web analytics. Now, we are able to know what our visitors do inside all the pages of our website thanks to ClickTale recording everything from mouse moves and clicks to actual keystrokes inside every page of our site.
Click here to watch the 1 minute video about ClickTale
Ultimately, we’re excited to share ClickTale with this community as we’re confident their analytics will provide unparalleled insights into how visitors engage with a website. In just a short time, we know it has already helped us.
While still young and limited in size, ClickTale’s analytics were abundantly clear that the overwhelming majority of visitors who were interested in a vehicle purchase and started on our homepage headed immediately to our inventory and stayed there for their entire browsing session. See below for a ClickTale heatmap of our homepage.
At its face, this information may seem like it is pretty common knowledge and of little real value. However, consider, then, that much of your website content meant to differentiate your dealership and brand from the competition goes unseen by your potential customers.
This means visitors are not reading your wonderful testimonials located under your “Dealership” section nor can they be impressed by your exclusive ownership benefit program (i.e. complimentary oil changes for life) promoted within the “Why Us” section. Moreover, visitors are unaware of the unique sales pledge or customer-centric, no haggle sales process they will receive should they do business with your store. Unfortunately, that information is situated only under the “About” section. It is imperative this valuable information be placed where it can be seen – your VDPs.
Below, you will find a screenshot for one of our newly created Vehicle Detail Pages (VDPs). Within the page, we’ve highlighted a number of the ways we’ve tailored our VDPs to increase the likelihood of conversion by ensuring visitors find what they want to know about the car, but also discover what we want them to know about us as a dealership and the brand we sell.
We encourage all of you to evaluate your own VDPs and ask yourself whether they include your store’s and manufacturer’s unique offerings, benefits, etc., thus increasing the odds a visitor will be motivated to pick up the phone and call or complete a contact form.
If you feel your VDPs need improvement and you cannot customize them on your own due to CMS restrictions, we suggest you reach out to your website provider for assistance. There may be a small fee for the custom work, but the additional lead volume will more than make up for the expense in no time.
When was the last time you worked with your website provider to help improve your VDP?