How to Connect Anonymous Google Analytics Data to Real PERQ Leads and CRM Sales Data

How to Connect Anonymous Google Analytics Data to Real PERQ Leads and CRM Sales Data

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Data collected through Google Analytics provide insight into the traffic on your company’s website, but are you using the data to its fullest advantage? Do you know who those website visitors really are, or only that they spent time looking for a brown leather sofa or a midnight blue Honda CRV?

 

With PERQ’s recent upgrade to its Google Analytics Reporting, clients we serve in the multifamily, home furnishings and auto industries can easily connect personally identifiable information on every customer, as they journey from a website lead to an actual sale.

 

“That’s really powerful, because if you can come in and see the type of behavior that actually is attributed to only the people who are buying, it helps you understand the type of behavior that is creating the most value, the highest propensity to buy,” says PERQ Product Marketing Manager Russ Chandler.

 

While understanding how to effectively use Google Analytics may seem daunting, the PERQ upgrade makes it simple for companies to leverage website data for the most benefit. Here’s how it works:[/vc_column_text][vc_empty_space][vc_video link=”https://vimeo.com/286223595″ align=”center”][vc_empty_space][vc_column_text]

Simple PERQ Google Analytics Integration

 

PERQ works with your website’s existing Google Analytics account. The only thing your company needs to do is give PERQ access to your GA account with edit permissions to set up the PERQ dashboard.

 

Your company’s unique consumer data is kept private, and PERQ uses the reporting for monthly and quarterly business reviews and to analyze performance and ROI.

 

Benefits of PERQ Google Analytics Reporting

 

Instead of waiting for a meeting with PERQ to show you how your company’s website is doing each month, you can see in real time how the interactive website technology is performing. You can run a report showing Google Analytics Conversions for All Leads vs. PERQ leads, or track information on the number of unique website visitors, total CTA clicks, total unique leads and average session duration.

 

By capturing detailed lead data on each person who engages with the PERQ Website Conversion solution, whether they’re shopping for a new sofa, car or an apartment, companies can finally connect the dots between their website visitors and sales data to know which traffic sources are working.

 

Using Google Analytics to Improve Business

 

Ed Massood, owner of Home Inspirations Thomasville, says his company converts close to 20% of its website leads with the detailed lead data captured on his home furnishings website. “The insights we’re gathering online are invaluable,” Massood says, from spotting customer buying trends to knowing when a website lead buys in-store.

 

Tracking leads to sales and understanding customers’ buying patterns gives companies the power to target their sales approach and give consumers what they want. Take the blind spot out of your marketing strategy with clear insights from PERQ’s dashboard in Google Analytics.[/vc_column_text][/vc_column][/vc_row]

Why Apartment Managers Shouldn’t Be Afraid to Test Innovative Digital Marketing Ideas

Why Apartment Managers Shouldn’t Be Afraid to Test Innovative Digital Marketing Ideas

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Fear of making a misstep is common in many industries, and the multifamily rental space is no different. However, embracing digital marketing strategies, including innovative tools and techniques, will only generate better quality leads and help you increase revenue.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]It’s no secret that the world of digital marketing rapidly changes. There are always new tools, new methods and new techniques for getting the most out of your online interactions with consumers looking to find a rental property.

 

With all of that in mind, it’s understandable for a property manager to be intimidated or overwhelmed by an ever-changing digital world. In order to compete in today’s market with other properties, you’ll need to embrace new digital marketing ideas. After all, it’s better to try and see what works best for your property, than to continue to not try anything at all and let your competitors gain the advantage.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531282509155{padding-bottom: 25px !important;}”]

The Only Constant is Change

[/vc_column_text][vc_column_text]It’s already expected for your apartment complexes to have a presence online. Whether it’s your own website or a social media platform, customers want to research and engage with you independently on their own time. But, with other companies doing the same thing and interacting online, the challenge then becomes how to maximize those interactions and get the most out of your online presence as possible.

 

Jeannette Cox, who sits on the Board of Directors for the National Apartment Association, says digital marketing success comes from understanding how the consumer wants to shop and giving them features that will encourage them to remain focused on your brand.

 

“With people doing so much more online and wanting less verbal communication, the more tools that a marketing company has online to help customers visualize and go through the experience independently, means they have people stay on those sites longer,” says Cox, who’s also the Vice President for Oddo Development in Kansas City, Kansas. “I think any time you can use interactive tools like room planners and 3D tours, it’s realizing what consumers are wanting. We do still feel like it’s the leasing agent that makes the deal, but we can see that these tools are what bringing people in. We’re finding that almost everyone in the office or coming in for a tour has spent quite a bit of time on the site beforehand.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531282525446{padding-bottom: 25px !important;}”]

Use Digital Marketing to Get Better Leads

[/vc_column_text][vc_column_text]One of best aspects of working in a rapidly changing digital space is the sheer amount of opportunities available to an apartment manager. Advances in technology and software today can help improve property websites so that they’re more engaging, providing you with more leads that are also better quality.

 

Technology like PERQ’s online guided shopping can help guide visitors on your website so they’re getting a more personalized experience. For example, interactive quizzes or assessments on your website can help potential renters find out more about what they want out of an apartment.

 

Simultaneously those visitors are revealing more information about themselves that leasing agents can then use to help them follow up with the lead. Shoppers should also be able to unlock special rates and discounts by offering up key bits of contact details, making those call-to-actions a bit softer.

 

But even further than that, these tools can give you a keener understanding of your position as a company and as a brand. Jeannette Cox explains that online innovation is best harnessed by focusing on both single lead generation and broader marketing trends.

 

“Our tools do a pretty good job of giving some transparency on customer info,” she says. “We can look and say ‘okay, this contact came to us through this channel, these are the parts of the site they took most interest in, this is their contact information, this is how long they were on the site.’ But also, we can take a look at larger data points like our bounce rate or lead conversion. The details on reporting are really extensive, so we can look at individual customer data or on a larger scale across trends to understand the performance of our branding and what opportunities we have.”

 

According to Cox, brand recognition is unquestionably the name of the game. “You can’t be sure where people will find you, whether it’s on a third-party site or social media or directly on your page. The more accurately your brand is represented, the higher lead generation you’ll have.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531282543965{padding-bottom: 25px !important;}”]

Say Farewell to Fear in Digital Marketing

[/vc_column_text][vc_column_text]If your company has experienced even moderate success over several quarters or fiscal years, it can be quite easy to become complacent. You may find yourself wondering, “Why should I change things up if I’m doing okay?”

 

The fact of the matter is that your competition may already be implementing these types of innovative marketing tools, and in doing so, changing the landscape without you even knowing it.

 

Turning away from attempting new strategies is another way of letting fear control your business, and your customers may find themselves gravitating toward websites that are more engaging. In Cox’s mind, it’s not about the way you like to do things, but rather about listening to what the customer wants.

 

“I think people are afraid of change. For some who have been in the business a while – even industry leaders – they have been successful at this prior to the focus on online marketing. They’re used to the traditional practice of selling over the phone, but newer generations don’t shop that way. There may be a bit of ‘I don’t know what that [technology] is,’ but the customers are ready to use it.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]

Additional Multifamily Resources

[/vc_column_text][/vc_column][/vc_row]

The Secret Sauce for Online Furniture Retailers to Increase Sales

The Secret Sauce for Online Furniture Retailers to Increase Sales

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Online furniture retailers that utilize software with online quizzes engage consumers so they share more information and spend more time on the website. Paired with a personalized selling approach, it’s the secret sauce for success.

 

So, admit it. You’ve shamelessly taken one of those silly online quizzes. I mean, who isn’t secretly curious to see which Disney princess or Marvel superhero they really are? People like gaining insight into themselves, especially when it relates to one’s personal style and how others perceive them.

 

Believe it or not, the hugely popular online quiz phenomena may actually be the “secret sauce” for online furniture retailers to increase sales! Taking a quiz on an online furniture retailer’s website has been proven to engage the customer to learn more about their own design style, while simultaneously, giving the furniture retailer personal insight into that buyer’s journey.

 

“People want to tell you about themselves. We want to give them the opportunity to do that,” says Eric Sears, account executive at PERQ, which offers furniture retailers online quizzes to assess a customer’s design preferences, mattress fit or sofa style. By serving up furniture that matches a customer’s tastes, hobbies and current stage of life, a retailer can help narrow down the search funnel and guide the online shopping experience for them.

 

Research also shows the longer a shopper engages with a store’s website, the more likely they are to buy from that store. PERQ research shows interactive experiences increase engagement time from an average of 3 minutes per session to 12 minutes or higher.

 

“Ultimately, what we’re finding is if they have a high level of service on a website, these consumers are more apt to come into your showroom to experience a high level of service there, as well,” Sears says.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337000086{padding-bottom: 25px !important;}”]

Improve Customer Engagement, Increase Sales

[/vc_column_text][vc_column_text]Customers at Rod Kush’s 7-Day Furniture and Mattress Store in Nebraska really seem to engage with the “What’s Your Design Style?” assessment on the store’s website, says co-owner Troy Kush. After using the PERQ Web Engagement software for 210 days, the store’s web registrations skyrocketed 2,671%, resulting in a 17-percent increase in lead-to-sale conversion.

 

“Surprisingly, people are taking those assessments. I didn’t know if they would or not,” Kush says. “It is really about engagement. If you take the assessment, you are going to start browsing. If they browse our website for five to 10 minutes, we are in their head.”

 

“It is really about engagement. If you take the assessment, you are going to start browsing. If they browse our website for five to 10 minutes, we are in their head.”

— Troy Kush, co-owner, Rod Kush’s 7-Day Furniture and Mattress Store

 

By answering a few quiz questions, such as how you spend your free time and the types of gatherings you prefer to host, the customer gains insight into their own personal style. Is your home artistic or innovative? Is it more comfortable and laid-back where everyone gathers for game day? Or do you host sophisticated dinner parties and wine and cheese nights?

 

The customer uses the quiz as a research tool to learn more about their own style and what furniture works best in their particular household. Online furniture retailers use the information gleaned through the customer’s answers to prepare an effective sales strategy to meet them where they are in life and when they’re ready to buy.

 

“Without our technology, there are anonymous people who are coming onto your website that are potential customers of your business that bounce out without ever giving you their information,” Eric Sears says. “We want to provide more of those leads, as well as insight into that person through that interactive one-on-one style and approach.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337018111{padding-bottom: 25px !important;}”]

Give Customers Research Tools Online, Increase Showroom Visits

[/vc_column_text][vc_column_text]Need to buy a new mattress, and don’t even know where to start? Is your mattress just old, or do you want to improve your sleep? How about those nagging back pains you wake up with every morning? Is an innerspring mattress better for a back sleeper than a hybrid or memory foam?

 

How about a new sofa? Will it be mainly used for entertaining guests? Do you prefer a certain sofa style in your man cave versus the family room? Do your hobbies and lifestyle affect what style of sofa works in your home?

 

Smart shoppers ask many, MANY questions and conduct extensive research before they ever step into a furniture showroom. Does your website help them answer those questions and narrow down their choices so they can reach a buying decision? If it doesn’t, your furniture store is likely missing out on potential customers.

 

“We want to be able to narrow down that funnel for them,” Sears says, by giving website visitors research tools that provide a starting point on what to look for and where to find it, which ultimately inspires more trust for your store’s brand and higher inclination to visit your showroom.

 

Research shows that 70 percent of furniture shoppers visit a furniture store’s website before going to a physical showroom, and they now visit only 1.8 showrooms, instead of five or six, before buying.

 

Sears says that most online furniture retailers don’t offer a research tool and fail to give customers what they want when they want it during the online research phase of their buying journey. “We want to deliver that to them there, communicate on the website, and get value in real time,” he says.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337039305{padding-bottom: 25px !important;}”]

Follow Up on Leads at Right Time with Right Strategy

[/vc_column_text][vc_column_text]Static contact forms on a furniture store’s website provide a name, phone number and email address. However, they give salespeople little insight into which items the customer may have been looking for on the website or whether they’re ready to buy now or in six months. With PERQ’s interactive software, the leads become relevant data with specific information to act upon now or at a later date.

 

For instance, a customer shares their interest in a comfortable sofa for the living room in earth tones; but they don’t want to buy for six months. Using the assessment data, the store can target that customer with specialized incentives, sales or discounts for that comfy couch as part of a longtail marketing strategy or email drip campaign.

 

Maybe your furniture store wants to focus only on customers who are ready to buy now? The PERQ assessment strategies work for that purpose as well, extracting only bottom, end-of-the-funnel leads that your sales team can immediately focus on and convert to sales.

 

Establishing a clear strategy for how to follow up on the influx of leads generated by the assessments also makes a difference, says Joey Gunn, Vice President of Knight Furniture & Mattress in Sherman and Gainesville, Texas. “If you mishandle, it can really hurt your brand,” he says. “We drowned the first month, but we took that and learned from it.”

 

Knight Furniture & Mattress personalized its email templates to respond to each kind of customer, no matter where they are in the sales funnel. “If someone identifies themselves as just looking, and you send an email meant for an end-of-funnel customer, it can seem aggressive,” Gunn says, adding that his sales team wanted to keep the personalized approach because they know it works.

 

Another approach that works for some retailers involves offering something extra to the customer who takes an assessment on your website. Gallery Furniture in Houston takes the “What’s My Design Style?” information one step further by allowing customers to sign up for a design consultation in their homes.

 

The two-pronged approach has generated phenomenal sales, says Gallery Furniture’s Analytics Director Dan Marchione, pointing to the store’s average monthly increase of 2,091% in web registrations and 380% increase in web visitor session duration.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337061209{padding-bottom: 25px !important;}”]

Start Online to Close the Deal in the Showroom

[/vc_column_text][vc_column_text css=”.vc_custom_1521742107329{padding-top: 25px !important;}”]Engaging with furniture customers through online quizzes entices them to stay on your site longer, share more information about their buying journey, and gain trust to visit your store’s showroom. The longer they stay and the more you know about them gives your furniture sales staff the best tools to close the deal.

 

“The personalized, guided shopping experience that we’re providing to consumers is ultimately driving more showroom traffic, and we know the most likely people to buy furniture are the ones who are in the showroom,” Sears says. “Giving them a high level of service on the website is driving more showroom traffic that leads to more sales.”[/vc_column_text][/vc_column][/vc_row]

PERQ’s 2017 $25,000 FATWIN Winner Announced

PERQ’s 2017 $25,000 FATWIN Winner Announced

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]

When weather forecasters predicted a big snowstorm for Davenport, Iowa, on February 9th, John and Edie Gross, were hoping bad roads wouldn’t prevent them from taking a trip to Dahl Ford. Luckily, only a few inches came down, and they arrived, not ready to pick up a vehicle, but a winning check for the FATWIN $25,000 Grand Prize Drawing from PERQ.

 

John had visited Dahl Ford’s website on May 18, 2017, and interacted with PERQ’s trade value software to receive an appraisal on his vehicle. “I don’t remember checking a box to enter for the prize, so when you called me, I was shocked,” John says.

 

Shocked, of course, was an understatement. As a retired police officer, John thought the initial call and email from PERQ was a scam, and so did his wife, Edie. “We were debating on whether to call you back and that’s why we waited a few days,” John says. “I was thinking, no, this isn’t real. We visited PERQ online to see if it was a legit business. Then, when we received a call from our local dealership, Dahl Ford, and we felt better. But it still wasn’t sinking in.”

 

After visiting Dahl Ford and filling out the necessary paperwork to claim their winnings, John says, it still really hadn’t sunk in that they had won the $25,000 FATWIN prize. “Basically, when they handed me the check, that’s when it felt real,” he says.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text]It was just as surprising for Nichole Simms, Director of Marketing and Lead Development at Dahl Ford, a family-owned dealership that started in Westby, Wisconsin, in 1911 and opened in Davenport, Iowa, in 1937. Chad Spada, a client success manager at PERQ, left Simms a message the first week of February. “He said, you need to call me right now,” she recalls. “I thought there was a problem. Instead, I was super excited to find out the winner came from the PERQ trade appraisal tool on our website. It’s really great for us to be a part of this. I didn’t know the odds were so big.”

 

Dahl Ford in Davenport, Iowa

 

John had been chosen out of 302,198 eligible entries for the $25,000 FATWIN Grand Prize Drawing. Simms says Dahl Ford added PERQ on their website in 2015, with the option for their customers to enter the PERQ FATWIN sweepstakes. “The software makes our website very consumer friendly,” she says. “Through the interactive tools, visitors can educate themselves while providing us all of their information. It makes for an easy transition from online to the showroom. It’s like we already had an initial conversation with consumers on our website.”

 

Simms says her favorite aspect about the PERQ software is that it gets online visitors to engage and, in return, helps the dealership close the deal with car shoppers more easily. “PERQ is the best generating, most cost effective lead provider we’ve had. For us, it’s the highest converting on appointments and highest converting on sold vehicles, and it is the most engaging software for the consumer.”

 

John says the trade appraisal software on Dahl Ford’s website was helpful in getting an estimate of his vehicle’s value. And although he never purchased a truck from the dealership because it had sold before he could make an offer, he says the dealership has been helpful.

 

Simms says when John and Edie arrived to pick up the check at the dealership, they were beaming from ear to ear. “When we presented them with the large cardboard check they were excited, but when I handed them the real check that’s when it hit and they were even more excited,” she says. “They were very gracious.”

 

John and Edie say they’re not quite sure what they’ll do with the check yet, but likely will spend the money on home improvements and then “hit the road.” “Our kids are spread out. One daughter is in New York and the other is in California, so I think we’ll go visit them,” John says. “We just appreciate this. It definitely makes us happy.”

 

[/vc_column_text][vc_empty_space][/vc_column][/vc_row]

Use Online Data to Prove In-Store Sales

Use Online Data to Prove In-Store Sales

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Consumers who walk into your showroom probably found your business online first. Does your company track online sales conversions? Use your website’s data better by connecting ROI to online shoppers.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” background_image=”28348″ full_screen_section_height=”no” section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1522690677505{padding-right: 25px !important;padding-left: 25px !important;}”]

USE ONLINE DATA TO PROVE IN-STORE SALES

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Every industry we work with is different in its own way. Some auto dealerships and even a few furniture retailers employ in-house analytics experts to sift through website data and analyze the performance of various campaigns and tech vendors. There are also dealers and retailers that run a small sales staff and they don’t even know where to start.

 

“I find that 100 percent of the furniture stores I initially talk to have no idea how their revenue from website visitors is tied to the shoppers who walk in their door,” says PERQ Sales Manager Doug Stump. “They have a good feel for the people who come in and talk to them, but when it comes to their website, they don’t. And they don’t have a good strategy or way to get people who visit online to come in and visit the store.”

 

That’s where PERQ and various digital marketing firms we partner with come in. From tracking unique visitors who turn into leads as well as lead-to-sale figures, our software provides store owners a way to see, down to the dollar, which leads converted to an in-store sale. “Those are metrics they don’t have a good grasp on how to improve,” Stump says.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522690738762{padding-bottom: 25px !important;}”]

Don’t Just Track Online Data, Form a Game Plan

[/vc_column_text][vc_column_text]For businesses that do track online metrics, it’s often what they don’t do with that information that holds them back.

 

“They do a good job of tracking it, but the problem is they don’t do anything with it or aren’t capable of translating it into anything useable,” says Dan Trinidad, CEO and founder of Dealer Fox, an automotive digital marketing agency. “Most importantly, they have no plan of action for that data — no game plan. That’s what we do.”

 

Trinidad says tech or digital vendors oftentimes will offer tracking tools to his clients, but are really only selling it to the dealership. They aren’t following through and helping them interpret the data. “Dealerships don’t have anyone to communicate with vendors, translate the results and keep them accountable,” he says. “We have to track these things, it’s the only way to understand what’s working and what’s not, so companies aren’t running blind. Most have no idea what the return on that investment is. It’s extremely important to track these metrics.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522690815549{padding-bottom: 25px !important;}”]

How to Better Track Website Leads

[/vc_column_text][vc_column_text]Just like every industry we work with differs in how they do business, so do the various ways each company tracks website leads and sales conversions. “There’s not a one-size-fits-all universal answer,” says PERQ Product Marketing Manager Russ Chandler. “There are a lot of different tactics for that.”

 

The easiest way is to capture lead information from everyone who comes in contact with your company’s website, which PERQ software does through interactive interactions that subtly ask for information in exchange for helpful research information, such as a trade-in assessment for car buyers or a design-style quiz for online furniture shoppers.

 

It may seem like a no-brainer, but be sure your showroom staff also surveys every customer who comes through your door about what brought them in today and how they found out about your company.

 

One tremendously helpful tactic is incorporating online experiences that can easily be tracked on the back end. “An auto dealership can create a really VIP test-drive experience on the website,” Chandler says. “So it’s not so much about capturing a lead, but it will tell us that anyone who mentions that experience was someone who came from the website.”[/vc_column_text][/vc_column][/vc_row]