So say the results of Vetesnik Power Sports’ Dealer Scorecard, which analyzes a dealership’s strengths in core online marketing areas. (Click on the image at left for a larger view.)
Vetesnik, a multiline in Richland Center, Wis., is drawing more than three times the amount of website traffic than the national average and receives more consumer attention on units it posts online than its competitors. But the dealership could take steps to better engage its consumers, which could result in more leads and a better ROI on its social networking efforts, according to Dominion Powersports Solutions, which builds the Dealer Scorecards from data extracted by Dominion Insights.
Interested in getting a FREE Scorecard analysis for your store? Dominion is holding one-on-one Scorecard consultations with dealers at the 2013 Dealer Expo -- no obligation, just information on how you stack up against regional and national averages. For more information or to schedule a free online business consultation in Indy, visit www.dominionpowersports.com.
“The data shows a tremendous consumer wave hitting Vetesnik’s website (www.vetesnik.com), with more than 37,000 page views in one month alone,” according to Dominion. “However, the data also found a higher than normal bounce rate, meaning too many consumers are landing on Vetesnik’s home page only to immediately leave the site.”
Jon Seese, director of client services at PowerSports Network, says dealers should examine three areas to reduce bounce rates. He advises them to verify that their online marketing efforts are driving the appropriate customers to their site. This can be problematic for some dealers who work with SEO providers that may not be fully aware of the industry and its relatively niche audience of enthusiasts.
Once confirmed that the store is drawing the right crowd of consumers, then the site itself should be examined, particularly the home page. “Is it too cluttered?” Seese asks. “Are there too many options for the consumer? Are the calls to action hard to find? The home page should have no more than three calls to action. Too many calls to action can easily confuse a shopper.”
Finally, dealers should make sure they’re drawing inbound customers to the right page on the website. Seese notes some SEO companies draw all the inbound traffic to the site’s homepage, rather than a more specific page, such as a parts and accessory page. But a P&A page would be crucial to somebody searching for a particular hard part or accessory. If this shopper ends up on a homepage, he or she is likely to leave the site and return to a search engine rather than spend the time to search around the dealer’s site for a specific item of interest.
Changes to these approaches can improve e-commerce, just as other consuming-engaging methods could further strengthen the store’s unit sales. (Continued)