what we thought we knew about automotive internet shoppers digital dealer 10 orlando fl

What we thought we knew about automotive internet shoppers

Digital Dealer 10 Orlando FL 4/20/11

Jason Ezell President

Kendall Billman Vice President

Larry Bruce President / CEO

Size Matters

6 months 4000+ Websites 6 million + Unique Visitors Dealership Sites OEM Sites From 16K to 115 Unique Visitors

Where Do People Start their Online Car Shopping Experience?

78% of people shop online for a car JD Power

So where did they start it?

So where did they start it?

64.8% 52.2%

34.6% 25.5% 21.6% 18.8% 16.0% 12.5% 10.8% 10.7% 9.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Visitor History

What are the top referring sites to a dealership website?

65.29%

7.12% 5.14% 3.21% 2.10% 1.74% 1.2% 0.1% 0.7% 0.5% 0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Visitor History

Marketing Take Away….

The Overwhelming Majority of your customers are starting their online shopping experience on Google… Where is the majority of your online budget going?

What are they doing there? Key Words Used

63%

37%

30%

13%

0%

10%

20%

30%

40%

50%

60%

70%

Contained Dealername

Containes OEM Contains Model Contains Area

Visitor History

Marketing Take Away….

If 78% use the web to shop and 63% find me with my name how am I going to get found with the rest of the online shoppers?

What are they doing there? Key Words Used

44%

13%

7%

13%

0%

23%

Visitor History

Dealer Only

OEM Only

Contains Dealer andMake

Contains Dealer andArea

Contains Dealer, Make,and Area

Contains OEM andMake

Google 64.0803%

Facebook 52.2212%

YouTube 34.6308%

EBay 25.5659%

MSN 21.6176%

Amazon 18.8859%

Autotrader 16.0465%

Kelley Blue Book 12.5135%

CNN 10.8817%

AOL 10.7873%

Carmax 9.7585%

Where Do You Need To Be?

How do we get there?

• SEO • PPC (Pay Per Click) • Display • Listing

If 63% of inbound clicks contain the dealerships name are we just not found online or are we just doing a poor job?

KeyWords by the numbers

• Average number of Keywords per search – 3.21 • Average number of Keywords in inventory search – 2.28 • There were 188 higher used Keyword terms than OEM + Area

(Ford Houston) • Less than 1% of searches contained the words dealer,

dealership of dealers • Only 7% of all searches contained the word “Price”

What’s going on with Auto Listing Sites AutoTrader

*Based on browser history collected on over 6 million unique visitors

What’s going on with Auto Listing Sites Cars.com

*Based on browser history collected on over 6 million unique visitors

Dealership Site analytics by the numbers

• Average number of unique visitors – 1920 • Average number of page views – 11,186 (5.8 per visitor) • Average Bounce Rate per site – 50.4% • Average Bounce Rate form the home page 61.3% • Average Bounce Rate from the SERP – 32.8% • Average Mobile Users – 4.3%

• 97.3% Map / Location Page

What is happening with my leads?

50%

23%

17%

5% 5%

Dealership Lead Source

3rd party

Website

OEM

1st party

Listing

What is happening with my leads?

11%

7% 6% 6%

4%

0%

2%

4%

6%

8%

10%

12%

Website 3rd PartyLeads

OEM 1st PartyLeads

Listings

Closing Ratios

Jason Ezell President

Jason@dataium.com

Kendall Billman Vice President

@kendallbillman Kendall.billman@vinsolutions.com

Larry Bruce President / CEO

lbruce@micrositesbyu.com @pcmguy

Conclusions