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I didn't use leads as a KPI, I used multiple VDP views as my KPI. I wanted to see actual intent to engage with inventory.Leads can come and go for all I care - too many factors involved with leads (ie: colorful buttons - I can't be convinced that a colorful button makes the difference between a shopper and a non-shopper, it just entices them to submit contact information before coming in - IMHO of course). This really boiled down to a service page that said Thank You turning into a landing page that pushed inventory - going from 5% to 30% wasn't surprising at all because we heavily promoted that action. Even if customers were done on the website they may browse the inventory just to see if there's a vehicle similar to theirs in pricing or maybe there's a mustang and they just want to see the photos. So much to factor in.
I didn't use leads as a KPI, I used multiple VDP views as my KPI. I wanted to see actual intent to engage with inventory.
Leads can come and go for all I care - too many factors involved with leads (ie: colorful buttons - I can't be convinced that a colorful button makes the difference between a shopper and a non-shopper, it just entices them to submit contact information before coming in - IMHO of course). This really boiled down to a service page that said Thank You turning into a landing page that pushed inventory - going from 5% to 30% wasn't surprising at all because we heavily promoted that action. Even if customers were done on the website they may browse the inventory just to see if there's a vehicle similar to theirs in pricing or maybe there's a mustang and they just want to see the photos. So much to factor in.
