Speaking of poor conversions, (@Ryan_dealergeek, this one's for you 
Answer this riddle:
If 80% of all buyers were on your website prior to purchase, yet, only 3% of all visitors submit a lead, then why do we obsess about the minority?
Answer:
Because we can see leads, not shoppers.
IOW, because we can see leads, we use that as THE most important performance metric.
Uncle Joe Rule #47: Leads are important, but, Dealer's should not obsess on lead gen as a ultimate measure of ROI.
My 5 years and 20,000+ surveys at delivery told me:
Leads: 17% of ALL sales came from leads
Engagement: 58% of ALL sales were at UCK.com 3 times or more prior to purchase.
Every store is different. Build your own survey at delivery is easy (see thread here), you can build one yourself easily using any number of online survey builder vendors. Once you've pulled in a few hundred surveys, you'd know more about the shopping behavior of those damn invisible shoppers.
Once you discover some high level behaviors, ask your digital marketing team set up engagement metrics as a conversion goal in Analytics (i.e. # VDPs viewed, # return visits, TOS, etc).
For example, if your site averages 4 VDPs per visit, then YOU choose what you believe is a productive car shopping visit (3 VDPs?). Then a visit with 3 VDPs or more is a conversion. Don't forget to break out a bucket for highly engaged repeat visitors that are quick checking to see if what your new arrivals look like (this group is HOT!)
HTH
