Dealers in 2017 report that their number one priority for digital marketing is increasing lead conversion. However, there’s more to reaching online customers than getting them to fill out forms, since we know only 10% of car shoppers will fill out an online contact form or communicate via email. Many car shoppers engage with your site for information and resources, with no interest in converting at all– but they are still there for a reason.
A great digital strategy should include website optimization for both lead capture and lead engagement. With both more, and better, opportunities for conversion, and resources to engage buyers at every stage, dealerships can expand their reach online– which is the first step to making more sales in person. Let’s attack each category to get to the bottom of this.