The Automotive industry is no stranger to digital advertising.
Both US and Canadian markets are continuously increasing investment in digital advertising and marketing. eMarketer experts forecast consistent growth in digital ad spending for Automotive through 2020.
In traditional dealership advertising – whether it’ radio, TV, newspaper or direct email – GMs usually use one metric to evaluate ROI (return on investment): how many people come through the door.
When dealerships adopt online marketing, they lose focus in vanity metrics that have little to no correlation with sales. Marketers start chasing traffic spikes, bounce rate, time on page, or a number of clicks and hit the wall with advertising campaigns. They target wide segments of unqualified traffic for low engagement at a high cost.
Ad spend becomes a liability rather than an investment.
In the previous blog post on VDP optimization, we took a close look at a seemingly attractive “Test Drive” button group and how well such buttons actually convert leads.
Spoiler alert: “Test Drive” buttons don’t yield high conversion rates.
Another popular type of buttons visitors often encounter on dealers’ websites are Finance buttons. In this post, we will take a closer look at which Finance buttons have the highest chance of converting your visitors into warm leads.
Katrina German, a tech consultant based in Saskatoon, identified 5 most innovative technology companies in Saskatchewan, and sMedia made the list!
sMedia team is happy to announce a closed funding round led by Espresso Capital.
Purchasing a car used to be a lot simpler for both – the customer and the dealer.
A customer would visit different lots and test-drive multiple vehicles, giving a salesperson the opportunity to gauge purchase intent. A salesperson would ask a customer for contact information before they leave and re-engage later with a warm prospect.
Now, customers prefer to do most of their research and consideration online.
Many dealers we speak with tend to overlook the potential of their websites.
By not converting interested buyers into leads, marketing managers in dealerships are simply wasting costly ad traffic.
The antidote to a low-converting website lays in putting your data to work.