Digital marketing buzzwords invaded our industry, like "big data" and "programmatic." This session will show you how to leverage the concepts that drive traffic, then convert it. We'll get strategic about creating a plan for your website using provent tactics and industry-wide information to net you the most shoppers. Automotive vendors are sitting on tons of information about the way their customers behave, engage, and interact on their platform. You can use this information to prioritize which area — traffic or conversion — gives you the best opportunities to increase the number of shoppers and shopping behavior on your site — and ultimately increase sales. Traffic How authoritative is your site? Are you seen in car buyer searches? Do your answers influence customers? Conversion Comparisons How does your site compare with competitors? Where and how are you losing customers? Can you identify the changes that will give you the biggest lift in shopping behavior? How do you stack up against the best dealership websites? Right now, your data has untapped potential. It can drive consumers to your site by ensuring your authority and stimulating interest in the right channels. It can compel them to perform a shopping behavior with the right pages with the best message, placement, and calls-to-action. Key takeways: *Understand the key dealership benchmarks for high-performing websites *Learn how to be found in primary car buying searches *Using industry benchmarks, learn the average dealership's key website conversion metrics

1. OPPORTUNITY MARKETING
ARE YOU BEING STRATEGIC WITH
YOUR DATA?
Dave Spannhake
Founder & CEO | Reunion Marketing

2. AUTOMOTIVE MARKETING TODAY
A Snapshot of the Current Landscape

3. THAT’S $630
FOR EVERY VEHICLE
SOLD!

4. TRADITIONAL VS DIGITAL?
Auto Industry Still Lumps Marketing into These Buckets

5. THINK DIFFERENTLY
Every channel has a
unique purpose.

6. THE MAJORITY OF BUYERS
ULTIMATELY END UP ON THE DEALER
SITE

7. THE QUESTION TO ASK TO INCREASE SALES:
TRAFFIC OR CONVERSION?

8. GOOGLE ANALYTICS
Are You Measuring Just Clicks (Traffic) or
How Users are Shopping (Conversion)?

9. PROPER GA SET-UP PINPOINTS
YOUR GREATEST OPPORTUNITIES
For Both Traffic & Conversion Strategies

10. LET’S START WITH INCREASING
TRAFFIC
What and How People are Shopping is Known Today…
Be found where demand exists.

11. YOUR MARKET’S SEARCH DEMAND
Do You Know What Your Shoppers
Want?

12. YOUR MARKET’S SEARCH DEMAND
Do You Know
What Your
Shoppers
Want?

13. CONTENT MARKETING
IS MORE THAN JUST AN OLD
BUZZWORD
You Won’t Show up
in Searches if You
Aren’t Marrying
Intent

14. HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

16. HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

17. HOW DO YOU SHOW UP IN SEARCH?
NOT ALL SERPS ARE CREATED EQUAL

18. HOW DO YOU SHOW UP IN SEARCH?
NOT ALL SERPS ARE CREATED EQUAL

19. KEYWORD TRACKING ISN’T
DEAD
Just Be Sure
You are
Prioritizing
Based on
“Winnability
” & Intent

20. TECHNICAL SEO
META-TAGS QUALITY CONTENT STRUCTURED DATA
PAGESPEE
D
NO DUPLICATE CONTENT
URL
STRUCTURE
DIRECTORY OPTIMIZATIONMOBILE
FRIENDLY
PHOTOS | ALT TEXTLINK BUILDING
Build Your Site Using Best Practices

21. CLICKS ARE JUST CLICKS
IF THE USER ISN’T SHOPPING.
Do you have a
plan for your
website?

22. STARTING WITH THE
HOMEPAGE
The purpose & the behavior

23. NOT SITTING
AROUND & WAITING
ON HOMEPAGE
BANNERS TO LOAD

24. HOW EFFICIENT ARE YOU IN MAKING
IT EASY TO SHOP?

25. REMEMBER ONE VERY IMPORTANT RULE
ON YOUR SITE
Every Extra Click Means a
Percentage of Your Traffic
Leaves

26. SOME EASY WINS ON THE HOMEPAGE
☛ Is there an inventory search widget
installed?
☛ Is the navigation clean and easy to use?
☛ Are buttons leading to SRPs & Schedule
Service above the fold?
☛ Are there too many pop-ups installed?
☛ Is it easy to find the phone number and
the dealership’s directions in the header?
☛ Play as a User – across all devices!

27. WHERE ARE MOST OF YOUR SALES
LEADS COMING FROM?
61% of email leads
happen on SRPs & VDPs
27% of phone calls
happen on SRPs & VDPs
☛ With approximately 2/3 of all phone
calls being service related, this is a
HUGE percentage!

28. SOME EASY WINS ON YOUR SRPs & VDPs
☛ How easy is it to click through to a VDP?
☛ Do the search filters make sense and are they
prioritized based on user behavior?
☛ Mobile click-to-calls on every vehicle!
☛ Don’t overdo the form submissions, 2 or 3 is all you
need and want
☛ How well are your merchandising and marketing each
vehicle?
☛ Compare your inventory counts to your local
competitors
☛ Shop your own site – across all devices!

29. VENDORS ACROSS AUTO ARE SITTING ON
BILLIONS OF DOLLARS OF DATASETS
☛ Used SRP to VDP Click-
Through-Rate: 23.15%
☛ New SRP to VDP Click-
Through-Rate: 23.82%
☛ Users seeing a New VDP:
17.92%
☛ Users seeing a Used VDP:
19.24%
☛ Paid Search Conversion
Compared with Organic Search
Conversion: -1.71%
☛ Mobile Conversion Compared to
Desktop Conversion: -1.16%
☛ Mobile (including Tablet) Sessions:
51%

30. A FAREWELL CHALLENGE TO
YOU…☛ Check your Goals – are you properly set up?
☛ Find your Click-Through-Rate on your website – how do you
compare?
☛ Measure your conversion using these key reports:
☛ Acquisition > Source/Medium – which sources are driving the
most leads?
☛ Audience > Geo – which locations are you driving the most
conversions? Do your sales and leads reflect this? Is this helping
power your SEM strategy?
☛ Behavior > All Pages – which pages have the most pageviews
on your site and what percentage of those pageviews are people
shopping? Create a CRO strategy and get ahead of the
competition who largely is not looking at this data!
☛ Challenge your digital partners to use their data to provide you

31. THANK YOU!
Dave Spannhake
Founder & CEO | Reunion Marketing
dave@reunionmarketing.com
919.999.8876