SEO, SEM, CPC, KPI... but do you recall the most important Acronym of all OSCO

[ErikJonker]

Speaking of Conversion take a look at this and let me know your thoughts.

I just switched from Autotrader Canada's old CMS to its new (to Canada) V9 CMS (dealer.com). We picked two different templates.....one for Honda and one for Nissan. The conversion is 9% for Nissan and 3% for Honda. The conversion seems high because Autotrader Canada includes phone calls in the conversion calculation.

How should I calculate conversion for future reference?

Here's Honda template:



and Honda VDP example:



Versus:

Nissan Template at 3 times the conversion:



and Nissan VDP:



My initial response to comparing my two sites is that the Nissan Site is a more simple and clean layout with clearer Search Options.

Help me out with feedback please in terms of OSCO. Thanks


ps. My photobooth area is curtains only with flooring and lighting still in the works...

 

[joe.pistell]

A VDP view can not be viewed as a conversion (even a micro one). This should be kept separate and measured on it's own. ...[snip]... a VDP is a tool for education and leads. A VDP view doesn't do anything if you can't convert it into a lead (includes hard to measure leads, such as walk-ins).

Ahhh... and here is "the great mystery" of our day.


Question: Looking at your total sales:
(a) what percent came from "form leads"?
(b) what percent came from "phone leads"?

Anyone?

 

[joe.pistell]

Speaking of Conversion take a look at this and let me know your thoughts.

I just switched from Autotrader Canada's old CMS to its new (to Canada) V9 CMS (dealer.com). We picked two different templates.....one for Honda and one for Nissan. The conversion is 9% for Nissan and 3% for Honda. The conversion seems high because Autotrader Canada includes phone calls in the conversion calculation.

How should I calculate conversion for future reference?

Here's Honda template:

View attachment 2030

and Honda VDP example:

View attachment 2031

Versus:

Nissan Template at 3 times the conversion:

View attachment 2032

and Nissan VDP:

View attachment 2033

My initial response to comparing my two sites is that the Nissan Site is a more simple and clean layout with clearer Search Options.

Help me out with feedback please in terms of OSCO. Thanks


ps. My photobooth area is curtains only with flooring and lighting still in the works...

Erik,

Comparing across brands can create all kinds of bad conclusions. Ideally, you'd have before and after stats from the same store to evaluate template changes. That being said...

3x the conversion is the top-level observation. Is it 3x for all forms & for all calls? Start at Forms vs Calls. Are both up 3x? Look at all forms, drill into each form and see if one form is causing the lift in results.

Looking at calls, is it Sales calls or service calls or both? Keep in mind, before you come to conclusions, Service customers often call the sales line BECAUSE they call the number seen first. I use to listen to dozens of calls per month and you begin to hear a "pattern" in the calls. For example, When a cold snap or a snow storm would come thru, I'd hear the service calls go way up.