Uncle Joe's Make Over Diary

[joe.pistell]

Marketing Grunts, if you're building content, here are the results from a giant NADA survey that can fuel all kinds of ZMOT to FMOT thoughts.



If you're a John Ross disciple (like I am), this is manna from heaven.

 

[joe.pistell]

Marketing Grunts, if you're building content, here are the results from a giant NADA survey that can fuel all kinds of ZMOT to FMOT thoughts.

View attachment 820

If you're a John Ross disciple (like I am), this is manna from heaven.

I use the Table above as a guide to create digital content (aka ZMOT)

The 2nd half of the NADA study was to ask BUYERS what "rang their bell"

I use this table as a merchandising and operations guide. This is clearly a FMOT tool.


Read DealerRefresh and Prosper.

 

[Alex Snyder]

Read DealerRefresh and Prosper.

I have been

 

[joe.pistell]

VDP heat map of all of my VDPs combined
Used 2011 Ford Escape For Sale Near Syracuse NY

 

[Jeff Kershner]

VDP heat map of all of my VDPs combined
Used 2011 Ford Escape For Sale Near Syracuse NY
View attachment 834

So whats brewing in that brain of your Joe?

 

[joe.pistell]

So whats brewing in that brain of your Joe?

Nothing but whitewater everywhere I look JK.

 

[joe.pistell]

Confetti test, same as heat map above, but each red dot represents a click on the page. These tests represent 5000 VDP visits & captured 33705 clicks in 3 days 19 hours 6 mins.

 

[joe.pistell]

VDP Scroll Depth map.
How far down do shoppers scroll? How engaging is your content? Can you keep them on the page longer? Can you get them to scroll lower? Can you dish up valuable content way down low? Do they want to interact lower on the page? At what point on the page is the LEAD GENERATING FORM most valuable to the shopper?

White = 100%
Yellow >> Red = 75% to 50%
Green = 50% to 30%
(ignore the banding at the top of the page)

 

[joe.pistell]

The real value in testing is comparing before vs after. Create a plan, test the plan, compare the plan to the old results. Shampoo, Rinse, Repeat.

 

[joe.pistell]

Video Engagement stats too!

Ever since I saw Erin's video work a year ago, I've felt that the video walk around can really impact sales. Then, after the Zappo's press release of a 6% to 30% lift in conversions after adding video, I got more interested. Finally, after Ed Brooks find of the eBag.com video walk around, I WAS HOOKED http://forum.dealerrefresh.com/f43/does-video-really-increase-time-site-1974.html#post16014.


We've got 1400 used units here, there's no way we can video them all, so I stuff a default video that preaches our value added goodies. Here's engagement stats from 3 different spokesmen

40% view till the end



76% view till the end



Just launched last night.



Marketing decisions are often made by HIPPO's or by the marketing guy's giant Ego

Digital stats with before and after keep HIPPOs and EGOs focused on the real goal... and thats selling more cars!!