If you want to fund an AGGRESSIVE PPC plan it requires the manager/owner to be very understanding. There is a radical and kind of complex premise that is important to understand.
Rule #1: 90% of all customers were on your website prior to purchase*.
Rule #2: Nearly ALL sales came from stealth shoppers (sent in
no lead)
Think about the
power of the SILENT MAJORITY.
Question: Why do we obsess on lead counts if our shoppers HATE submitting leads?
Answer: Because we can measure it
Question: Because we can measure it, does that make it "important"
Answer: No.
My $0.02
Lead counts are but one point of measurement. Most managers think these lead counts trump all other measurements. They obsess on the minority and miss the SILENT MAJORITY. That's ok, we're human! We're busy gettin' cars over the curb. Invisible stuff is not easy to deal with.
We are NOT an ecommerce site, we are a catalog site. Yes, lead counts are important, but, they are the minority.
Lets say a pal of yours runs a Real Estate web site, he asked you to shop for some homes and wanted your opinion of his site. While you were looking at all the homes, did you obsess on the lead entry forms? NO! You wanted lots of info and nice pics and maps. How important are the lead entry forms? NOT.
But... if your pal ran a online sneaker store, NOW your all about the shopping cart.
For us car guys,
ENGAGEMENT STATS IS WHERE THE MONEY's AT.
- % of visitors that return for more visits
- #of pages viewed
- Time on Site
- Bounce Rate
- etc...
*Proof for Rule #1, create your own post sale survey:
http://forum.dealerrefresh.com/f40/...isms-really-track-success-498-2.html#post3413
http://www.dealerrefresh.com/search...=0&sa.y=0&siteurl=www.dealerrefresh.com/#1016