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Dominion DMS

Web Visitors vs Sales --Survey--

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joe.pistell

joe.pistell

Uncle Joe
Apr 7, 2009
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#1
Where did they all go?

I find it amazing that we get sooo many visitors to our web site and so very few trickle down into sales. I'd like an informal survey where we submit these stats and see just what is average.

This is a totally anonymous survey, I dont want names (or egos :yell:), just numbers.

CLICK HERE

Survey has 2 Questions:
1. How Many visitors to your main web site did you have in May? (Unique Users)
2. How many sales (new & used) did you have in May?


example:
  • 1000 visitors
  • 15 sales
  • 1.5% Visitors to Sales Ratio
If you don't know the number of visitors to your website, ask your web vendor, ask for UNIQUE visitors.
 
#2
I'll contribute with some numbers. Give me some time to get them together for you.

If your dealers site has a strong hold in the SERPS this can throw off the numbers. For example.. when i was at Mercedes of Hagerstown, I had my website number 1 for "Mercedes Dealer" and "Maryland Mercedes Dealer" for the longest time. I would get some great traffic and page views from these 2 keyword phrases alone but of course the conversation was low for "Mercedes Dealer". Too general and non geo specific to the traffic I needed for a higher conversion.

Either way the numbers are the numbers and I will be happy to contribute for you Joe.
 
#3
JK,

Back in the day, you and I were KILLING the SERPs. Any effort in SEO brought you (and I) to the top for 100's of miles out. Those days are gone, but, I see your point. If there were enough entries, we could smooth out some of this.
 
#5
I can tell you from our experience since we track many metric across a lot of dealerships websites with our complete analytics application. This is what we see.

Website form conversions .5% to 7% We also break the data down by type of form but I want to keep this more general to go along with this discussion so i consolidated the data.

Phone Calls generated from website 1%-4.5% we don't track this on all our customer sites so this data might not be perfect. I would be really interested if someone has a larger pool of data for this to contribute since we have just under 100 dealers using our website call tracking feature.

Chats 1.5%- 4.7% Average is 2.45% across the franchise spectrum. Wait time for chat and also length of chat play a critical part to conversion. We grabs chats in an average time of less than 5 seconds and chat for 8.175 minutes per shopper. this seems to be a sweet spot for keeping shoppers engaged longer with a more positive outcome of the chat conversation.

Tracking all three of these metrics are critical to adjusting your pages. Another very important factor is click path to conversion. Learning and understanding what clicks paths are giving you the highest conversion and driving more shoppers through those funnels can have a significant impact on your numbers.

One other thing to mention is keywords that convert. We push keywords that convert into chats back into Google Analytics as a goal conversion so it is interesting what keywords are converting to chats for what dealerships and at what cost. From what I see long tail product specific keywords have the highest conversion and the lowest cost to convert. An example would be "2009 Honda Civic lease payment" some of the ones I notice also have city in the search phrase. I hope this information helps.

Todd
ActivEngage.com
 
#7
Ya Alex,

So far survey says:

873,450 Unique Visitors
6,918 Sales
0.79% Sales p/Visitor
​
7.9 sales for every 1,000 visitors is the average.
The range is tight. The max is 50% below 0.79% and 100% above that. (4 sales per 1000 to 15 sales per thousand).
 
#8
This is very interesting. I am spending $$$$$ on Paid Google traffic, now I can create a sales projection on the traffic it generates PLUS I can now post a "value" to SEO's traffic (I make consertative assumptions on paid traffic and SEO traffic sales)

Have You Entered Your Stores Info??
We've got room for more entries, the more data we have, the more it smoooths out! Anyone else that hasn't fillout the form (at the top) please feel free to do so.

thnx!
 
#10
Reminder, ask your webmaster to get this data,

Where did they all go?

I find it amazing that we get sooo many visitors to our web site and so very few trickle down into sales. I'd like an informal survey where we submit these stats and see just what is average.

This is a totally anonymous survey, I dont want names (or egos :yell:), just numbers.

CLICK HERE

Survey has 2 Questions:
1. How Many visitors to your main web site did you have in May? (Unique Users)
2. How many sales (new & used) did you have in May?


example:
  • 1000 visitors
  • 15 sales
  • 1.5% Visitors to Sales Ratio
 
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