1. Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.
    Dismiss Notice

AutoTrader.com BOB - What Has BOB Done for You?

Discussion in 'Online Dealership Marketing Best Practices' started by Jeff Kershner, Jun 21, 2011.

This forum sponsored by...
  1. Jeff Kershner

    Jeff Kershner
    Expand Collapse
    Founder
    Staff Member

    First Name:
    Jeff
    Dealer or Company Name:
    DealerRefresh
    Twitter Handle:
    dealerrefresh
    Joined:
    May 1, 2005
    Messages:
    2,702
    Likes Received:
    561
    Location:
    Maryland
    As Autotrader.com rolled out their new VDP display, they've added what they coined around the AutoTrader offices as BOB.

    Big Orange Button.

    Through studies and research, AutoTrader claimed to conclude that many consumers would visit the website of the dealership after finding the VDP of the vehicle of interest on AutoTrader.com.

    Rather disturb the natural browsing habits of the consumer, AutoTrader figured they would not stand in the way of the shopper but rather make it easier for the consumer to get where they were going to end up anyways - on the dealership website.

    This is how BOB was born.
    bobbutton_Autotrader.jpg

    After having the privilege in attending their national sales meeting and having the opportunity to see first hand some of the new products and offerings, I was able to see the value in BOB. Backed with the data and insights, it was obvious this was a great idea for AutoTrader to link the consumer to the dealership website right from the VDP. It made total sense and what dealer would be against getting in market shoppers straight to your dealers website? PLUS - this add an extra value to AutoTrader.

    Has BOB made any difference? Let's see....

    AutoTraderBOBReferral.jpg

    Looking at the report above from my Google analytics account, we are seeing an increase in direct referral traffic from AutoTrader.com. Although, I really thought we would have seen higher increase in referral traffic. Not totally disappointed but was expecting more.

    Yes, there are several factors that can sway these results...
    I used my Toyota dealer for reference here. The inventory is consistent and the VDP views during this reported time frame kept a nice consistent average as well.

    Conclusion: We've seen a slight increase in referring traffic since AutoTrader.com adding BOB but not the increase I had initially thought we would get.

    What has BOB done for you?
     
    #1 Jeff Kershner, Jun 21, 2011
    Last edited: Jun 21, 2011
  2. This forum sponsored by...
  3. JoePistell

    JoePistell
    Expand Collapse
    Uncle Joe

    First Name:
    Joe
    Dealer or Company Name:
    Dealer.com
    Twitter Handle:
    JoePistell
    Joined:
    Apr 7, 2009
    Messages:
    3,403
    Likes Received:
    1,054
    Location:
    Vermont
    When do I get my BOB button? >:-/
     
  4. DrewAment

    DrewAment
    Expand Collapse
    Jr. Refresher

    First Name:
    Drew
    Dealer or Company Name:
    Press1toTalk
    Twitter Handle:
    DrewAment
    Joined:
    Apr 30, 2009
    Messages:
    266
    Likes Received:
    75
    I think a month/month graph is easier to read. But yes, a nice improvement. One of my dealers is attached. Can you guess what month we "upgraded" to the new S11 products (with BOB)?


    ScreenHunter_25 Jun. 22 13.11.jpg
     
    #3 DrewAment, Jun 22, 2011
    Last edited: Jun 22, 2011
  5. Jeff Kershner

    Jeff Kershner
    Expand Collapse
    Founder
    Staff Member

    First Name:
    Jeff
    Dealer or Company Name:
    DealerRefresh
    Twitter Handle:
    dealerrefresh
    Joined:
    May 1, 2005
    Messages:
    2,702
    Likes Received:
    561
    Location:
    Maryland
    Thanks for sharing Drew.

    Like to see some more dealers share their results....
     
  6. yagoparamo

    yagoparamo
    Expand Collapse
    Sr. Refresher

    First Name:
    Yago
    Dealer or Company Name:
    PGIAUTO.COM
    Twitter Handle:
    yagoparamo
    Joined:
    Dec 30, 2009
    Messages:
    1,734
    Likes Received:
    406
    Location:
    Seattle
    The reason for BOB is an answer to the results that Craigslist (CL) brings to dealers. As you can see in the screen shot, 9 times the traffic.

    In the past it was in Autotrader's (ATC) interest to keep the custoemr as long as possible in their website. That just meant more clicks, traffic, phone calls, emails, etc. ATC doesn't measure how many cars you sell but how many calls they bring, therefore a customer that goes to ATC, finds a car, makes one call, and buys it, is a bad customer. The more research and grind they can produce the better is for their numbers.

    CL changed that, and specially those banners that Joe Pistell didn't like, have created huge traffic for dealers. It has to be noted that we believed that the best customer is the one in your website (can't see anyone else's cars!) so we focused on driving traffic away from CL and into the dealer's website to capture that customer. It has worked pretty well since the phone call volume straight from CL didn't become less than without banners.

    So ATC now offers a direct link from their website to the dealer's site, which is a very positive move. Note that the bounce rate on ATC is the best out of the entire list though. CL takes the volume.

    This being exposed, means that while ATC still a very valid place to advertise, CL bought a perfect solution for car dealers: New ideas, new ways to connect customers, with the dealer, competitiveness, and if anything, price hikes checks.

    As soon as BOB gets implemented in WA for a few months I will try to share info on the changes. Out of WA we mainly do CL for large dealer groups (Autonation, etc) and I don't have access to their analytics.


    pgi_CL.jpg
     
  7. ddavis

    ddavis
    Expand Collapse
    Sr. Refresher

    First Name:
    Doug
    Dealer or Company Name:
    Retired
    Joined:
    Jun 28, 2011
    Messages:
    1,472
    Likes Received:
    466
    Location:
    Arlington, Texas
    I visited an old friend that is a GSM for a large dealer group. I had noticed a great deal of marketing changes to his website. I also noticed that other stores in the group had implemented the changes to their websites. Impressed, I started pointing out the changes and he totally shut down. He was shocked that I had noticed. Even though we were old friends, he wouldn't discuss it.
     
  8. JoePistell

    JoePistell
    Expand Collapse
    Uncle Joe

    First Name:
    Joe
    Dealer or Company Name:
    Dealer.com
    Twitter Handle:
    JoePistell
    Joined:
    Apr 7, 2009
    Messages:
    3,403
    Likes Received:
    1,054
    Location:
    Vermont
    BOB UPDATES ANYONE?
    .
    .
    .

     
  9. DrewAment

    DrewAment
    Expand Collapse
    Jr. Refresher

    First Name:
    Drew
    Dealer or Company Name:
    Press1toTalk
    Twitter Handle:
    DrewAment
    Joined:
    Apr 30, 2009
    Messages:
    266
    Likes Received:
    75
    Sucks that no one really shares...at least anything that matters.

    Here ya go.. one year for 4 stores, I will let you all make the call on what BOB has done.



    ScreenHunter_13 Feb. 01 08.47.jpg ScreenHunter_12 Feb. 01 08.47.jpg ScreenHunter_11 Feb. 01 08.46.jpg ScreenHunter_10 Feb. 01 08.46.jpg
     
    • Like Like x 2
  10. Kelly Wilson

    Kelly Wilson
    Expand Collapse
    Jr. Refresher

    First Name:
    Kelly
    Dealer or Company Name:
    Oliver C. Joseph, Inc
    Twitter Handle:
    KellySueWilson
    Joined:
    Oct 23, 2011
    Messages:
    248
    Likes Received:
    106
    Location:
    St. Louis
    hmmm...every answer leads to more questions!

    AT_ref.jpg all traffic.jpg
    ttl sales for referance: 110,136,138,127,139,102,106,133, 109

    On the 16th of Jan. we left the beer and dart league for pricing...and have "bigger, better" auto comments (that is IF the sales manager sticks with the complicated tool)
    More/Better pictures are on the "To-Do" list...

    Is this rock moving?
     

    Attached Files:

    #9 Kelly Wilson, Feb 1, 2012
    Last edited: Feb 2, 2012
  11. Jeff Kershner

    Jeff Kershner
    Expand Collapse
    Founder
    Staff Member

    First Name:
    Jeff
    Dealer or Company Name:
    DealerRefresh
    Twitter Handle:
    dealerrefresh
    Joined:
    May 1, 2005
    Messages:
    2,702
    Likes Received:
    561
    Location:
    Maryland
    Drew,

    What month did BOB start or was it implemented for the whole year. If so, what was the comparison?
     

Share This Page

This forum sponsored by...