This is a great time in the auto industry for dealers looking to capitalize on technologies that drive leads and grow sales from third-party automotive websites. Consumers have evolved and continue to command more and more seamless and transparent digital engagement with dealers, forcing companies and dealerships to evolve as well.
One such emergence over the years as dealership websites continue to improve in their ability to engage visitors, is the importance of driving quality website traffic. There are numerous tools and products available for dealers to generate specific types of website traffic, and the discerning dealer has much to consider when implementing tactics and techniques to attract shoppers online from third-party automotive sites.
Acquiring Shoppers from Third-Party Automotive Sites
When a shopper searches the web for vehicles, they initiate an experience that for most is bewildering. Studies and tests have shown that the average consumer does not intimately know or grasp the nuances of finding the best vehicle to meet their needs, and when they begin searching for answers, there is an abundance of information now available.
The web is littered with thousands of websites designed to take advantage of this by acquiring visitors through search and paid media and then monetizing this traffic through advertising, capture forms, and now by referring these visitors to paying dealers.
The problem for dealers, however, is that while they are paying to acquire these website visitors, qualifying this traffic and vetting it out to determine the true value of these website visitors is difficult. Practically speaking, dealers are relying on their websites to do the vetting. [Read more…]