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.
Don’t Just Track Online Data, Form a Game Plan
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.”
How to Better Track Website Leads
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.”