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Hi ya Bill!


Nothing sells cars (or service better) than a successful website visit.  I humbly submit no one in our space can define what a successful website visit looks like.   Everything we do on our sites should be all about this not-so-simple mission.


In software-ville "tracking the effectiveness of the strategy" is done via a KPI (Key Performance Indicator). Over the years, we've watched KPIs in our industry evolve.  Before 2010, our KPI was lead counts. As we evolved, we moved to VDPs as the KPI. 


IMO, the KPI of the future won't be a single measurement point.  It'll need to be a model (a basket of assorted stats). For example, a KPI for a service page visit could be an just an appointment made.  Or, what if the next visitor made an svc. appointment AND went to look at your cars for sale! That visitor should have a higher value to your score than the 1st visitor. THEN, what if that same shopper filled out a tradein form? Would not this increase that visitor score to you AND increase the value of that tradein form?


Am I going down the right road? I hope so!  If now, I'm leading a small army of data scientists over the cliff!  :)