Hmmm...
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I'm having a hard time understanding how "search" can be a buying source. Search is NOT a buying source, search is a step in the path to a source. That being said...
WOW #2: how are shoppers changing (2011 vs 15)?
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My Take aways:
Shoppers bounce all over while in product discovery mode. My instincts tell me that the car dealer's website is where the majority of the 11th hour shopping is done.
Don't ignore the path(s) to your dealer site. Search AND 3rd party sites, are stepping stones to your store. If you're not seen... you're selling less.
Shop your competitors. Make sure your site doesn't suck.
--Work your with vendors, ask for examples of other dealers (outside your market) that are killing it.
--Own your responsibilities. Are you web-shopper friendly, or, are you lead gen friendly? Photo quality? Clear Prices (A-B=C)? Any popups covering cars??? Calculators Easy to use (finance, tradein)? etc...
Stop thinking that internet = lead gen.
Do internet car shoppers think that a lead is a good thing? (if you said yes, look around for 2nd opinions)
HTH
Joe
