Marshall Dry Ridge Toyota signed on with FATWIN Web Engagement, choosing the complete package for their website strategy. The complete package of FATWIN Web Engagement includes multiple types of interactive experiences, allowing Marshall to use e-Price, special offer, trade and promotional experiences on their website. Using all types of experiences ensures that they capture all types of leads that visit their website.
The Marshall web strategy integrates each experience with website personalization, so that their website visitors are shown the right offer in the right place on their website. Using FATWIN, the Marshall team also collects large consumer profiles on every lead that comes through their interactive experiences, giving their BDC department plenty of conversation-starting data to use when calling the leads. See breakdown of experiences in image.
In the first two months of using FATWIN, Marshall Dry Ridge Toyota experienced a significant lift in web engagement and conversion of online traffic into leads. In March alone, their web lead count tripled – with FATWIN Web Engagement playing a large part.
Compared to tools that Marshall had previously used, like Black Book and Auto Trader, FATWIN Web Engagement gives Marshall more volume of higher-quality leads. For example, using Black Book in July 2015, Marshall only received 21 leads with five appointments set up, two appointments showing up, and only one car being sold. And that was considered a “good” month. With FATWIN, they saw five times as many trade in leads in just over two months.
“If it wasn’t for FATWIN Web Engagement, those leads would have been lost without them giving us their contact information,” said Kevin Ireland, IT/Marketing Manager. These new leads allowed Marshall to see where the traffic was coming from and how to better interest them into coming into the dealership. With each lead the Marshall team receives from FATWIN, they receive a detailed consumer profile. Aggregated data shows that 73% of Marshall’s trade leads have never purchased from them, 67% of trade leads prefer to be contacted be email and 80% have marked their trade purchase timeframe as “Now”. The Marshall team also learned that 37% of e-price leads are ready to buy now and 75% don’t have a loan on their car. And the list of data collected goes on, and on.
When asked what he would say to other dealerships about FATWIN Web Engagement, manager Ireland was coy with his response: “I don’t like to play fair.” Ireland was so happy with FATWIN, that he doesn’t want the secret of Marshall’s success to get out!