Using ClickTale to Improve Conversion

While building our new website, www.actontoyota.com, we were continually asking ourselves a number of questions in an effort to create a site that ultimately improves page layout, enhances the visitor experience and, above all, increases conversion rates.

For example, we asked ourselves: What can we do to improve our pages’ layout and contact form placement to increase conversion? Are the pages we’ve built filled the type of content our visitors seek, find engaging, and want to interact with?

To help us answer these questions and more we turned to ClickTale, the industry leader of customer experience analytics.


With dozens of unique features, ClickTale offers an all-around optimization suite that combines visitor recordings, mouse move and click heatmaps, form analytics, and more as part of its analytics information. We especially like ClickTale’s in-page web analytics. Now, we are able to know what our visitors do inside all the pages of our website thanks to ClickTale recording everything from mouse moves and clicks to actual keystrokes inside every page of our site.

Click here to watch the 1 minute video about ClickTale

Ultimately, we’re excited to share ClickTale with this community as we’re confident their analytics will provide unparalleled insights into how visitors engage with a website. In just a short time, we know it has already helped us.

While still young and limited in size, ClickTale’s analytics were abundantly clear that the overwhelming majority of visitors who were interested in a vehicle purchase and started on our homepage headed immediately to our inventory and stayed there for their entire browsing session. See below for a ClickTale heatmap of our homepage.


At its face, this information may seem like it is pretty common knowledge and of little real value. However, consider, then, that much of your website content meant to differentiate your dealership and brand from the competition goes unseen by your potential customers.

This means visitors are not reading your wonderful testimonials located under your “Dealership” section nor can they be impressed by your exclusive ownership benefit program (i.e. complimentary oil changes for life) promoted within the “Why Us” section. Moreover, visitors are unaware of the unique sales pledge or customer-centric, no haggle sales process they will receive should they do business with your store. Unfortunately, that information is situated only under the “About” section. It is imperative this valuable information be placed where it can be seen - your VDPs.

Below, you will find a screenshot for one of our newly created Vehicle Detail Pages (VDPs). Within the page, we’ve highlighted a number of the ways we’ve tailored our VDPs to increase the likelihood of conversion by ensuring visitors find what they want to know about the car, but also discover what we want them to know about us as a dealership and the brand we sell.



We encourage all of you to evaluate your own VDPs and ask yourself whether they include your store’s and manufacturer’s unique offerings, benefits, etc., thus increasing the odds a visitor will be motivated to pick up the phone and call or complete a contact form.

If you feel your VDPs need improvement and you cannot customize them on your own due to CMS restrictions, we suggest you reach out to your website provider for assistance. There may be a small fee for the custom work, but the additional lead volume will more than make up for the expense in no time.

When was the last time you worked with your website provider to help improve your VDP?

While working on my presentation for Digital Dealer 13, I really wanted to effectively show folks how to get into the minds of our modern day car shoppers. The answer is really quite simple to see, in fact it is right under your nose at the place most car shoppers begin their car buying process – Google!

I spent a lot of time creating some example videos of how people search on Google, and I would like to share my summary video with you.

Without question, the greatest change in the history of the automotive retail industry has been the introduction of the Internet, and how it has changed the car buying process. Before, dealerships held the power of information, and shoppers had to visit the dealership in person to get the info they desired to make a car buying decision. This encouraged most dealerships to adopt selling practices that discouraged sharing any information over the phone, and created one of the most common lines that can still be heard in the dealership today – Just get’em in!

The Internet has made information readily available to car shoppers, to include dealer invoice and cost, as well as what is to expect as a competitive price in the marketplace for the new or used car they are shopping for. The power has transitioned from the dealership to the car buyer in the shopping process, and now, more than ever, dealerships must know how to get into the minds of car shoppers to learn exactly what they are looking for, so that dealers can best meet their needs and earn their business.

The Internet has also brought great value to dealers in this area as there is a wealth of information now available that enables us to see what type of online shopping behavior car shoppers exhibit. You can see this in several tools, including Dataium.

There are also great reporting services such as JD Powers and Associates that do extensive research to gather the information that dealers seek to better understand our shoppers. There is, however, a much easier and eye-opening way to look into the minds of your car shoppers.

Have you ever noticed that while searching on Google, the search bar will start to “complete” your searches with other commonly searched phrases?

This feature is known as “Google Auto-complete” and it is a very useful tool to see what other folks are looking for. Google Auto Complete will prompt results to your search phrase based upon millions of searches made every day – allowing you to see what other car shoppers are looking for, and what they think about us.

Take a minute below to look at the short video I made of making some searches on Google from my computer. Look closely at the results.

Unfortunately, you will quickly see that our reputation is still poor.

I do feel that while many dealers are very unhappy about how the Internet has leveled the playing field with our shoppers, this change will benefit us as an industry as it will hold all dealerships’ behavior to a higher standard. Once dealerships realize they can no longer get away with “old-school” tactics that would alienate our customers, they will be encouraged to maintain high standards of business to be successful in our modern market.

Did you look closely at what car shoppers are looking for?

Now ask yourself, would they find that information on your website? If not, how would they find your dealership in the search results if the information they are looking for is not even present at your “virtual dealership”?

Would a searcher find your dealership if they searched for whom the best car dealer was in your market?

Did you notice that when I searched for “the best car dealership in Cincinnati”, the result was wyler.com? Have you taken the time to tell your shoppers why you are the dealer they should choose over others?

You are more than welcome to utilize this What car shoppers search for video at your dealerships for training. There is a wealth of information to identify and act upon in what Google Auto Complete has to show us. If you want to do this yourself, just clear the cache on your browser and set the location to where you are at. Look closely at what you see inside the minds of your car shoppers – and then act to meet those expectations and needs.

Kevin Frye

If you're going to talk about some death, you might as well do it on Halloween.

Jeff just called me to point out an article I wrote about the death of SEO (call it SEO 1.0) over two years ago. I forgot I wrote it, but it is coming true right now.

SEO is migrating to lean more toward site architecture and social presence than tags and on-page content. Rereading the article, and drawing on development challenges I see daily I think even the new SEO model will be short-lived.

In order to understand this we need to first understand the way the Internet works. It was originally created as a way to share static data (digital text…hypertext actually). The addition of pictures and video and forms and ecommerce and all the other things that have been incorporated into websites were not a part of the original design. In order to avoid all the technicalities, let's just say the foundation of the Internet was designed to be really "flat" and static.

Today, we have an Internet that is getting less and less "flat." It is getting more and more interactive, but most importantly it is moving away from being a website delivery system and is becoming more of an application delivery system.

Take Facebook.com for example. Facebook is not a static website. It pushes new updates to the news stream, notifications, new comments, friend requests, and even advertisements. A static website would not change based on new data coming in; you'd have to refresh the whole page. Facebook behaves more like an application.

What about the systems you use daily to merchandise your inventory, edit your dealership's website, and to create digital advertisements? Aren't these all examples of applications; not static websites.  And the most glowing example of an extremely dynamic application delivered into a browser is a web-based CRM system.

We are growing more and more reliant on our web-delivered applications: Google Docs (Drive), iCloud, GMail, Microsoft Outlook Web Access (for us Exchange users), and the list goes on and on.

I think about sales managers and all the tabs they have open in Internet Explorer…..one could argue that's a whole role that can no longer function without web applications.

Click to expand...

How does this relate to SEO? Completely! If the Internet is migrating from website delivery to application delivery how does a search engine now find relevance? Does it fully work on reputation? Even that is being gamed just like SEO 1.0 was. Is it about a social presence like SEO 2.0 is becoming? Maybe. Facebook is killing fake likes faster than the Orkin man kills pests.

I bet you're asking yourself "how does my website become an application?" That's going to happen in time. You might not even realize it has happened until someone points it out a few years from now. As a consumer you'll just see it as the natural evolution of the Internet. One day Amazon.com is a webpage, as it is today, and the next day you'll start to see it act more like an app you have on your iPhone.

As a dealer, is there any action for you to take right now? Nope. Just know that what you think is a constant today probably isn't going to be tomorrow, but tomorrow will gradually occur just like SEO is changing now.

The interesting thing will be whether the entire Internet protocol (HTTP) system changes because it was not designed for the road we're on. And another interesting thing will be whether this article creates the same controversy my last one did in the comments string….those old comments are a great read by the way.  The old Article:  Is the death of SEO coming soon? – DealerRefresh  And thanks for the reminder Jeff!