how to simplify analytics to see the numbers that make a difference
DESCRIPTION
The numbers don’t lie, but they can be made to mislead. This is one of the biggest challenges in automotive internet marketing as the overload of reports, signals, and analytics often tell an unrealistic tale of the success and failures of different products and services. In this webinar, JD Rucker will discuss the numbers that dealers should be focusing upon regarding their websites, referral traffic, lead conversion, and search engine rankings.TRANSCRIPT
Focusing On What Matters
JD Rucker
Director of New Media
October 17, 2012
How to Simplify Analytics to See the Numbers that Make a Difference
Interact During the Webinar!
#DealerWeb
Becky Ross @kpaonline
JD Rucker @0boy
Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.
Topics
• Understanding the Numbers
• The Misleading Statistics • Focusing on What Matters • The Influencing Factors • Setting a Plan
Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.
Quick Note on Google Analytics
• 3rd Party Reliability • Portability • Universal Understanding
Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.
Quick Note on Google Analytics
Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.
Understanding the Numbers
• Visits • Page Views • Search Referrals
• Bounce Rate • Time on Site • Trends
Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.
Understanding the Numbers
Pages/Visit and Site Referrals are important but transient. They are easily affected by irrelevant and often uncontrollable factors…
Understanding the Numbers
The Misleading Statistics
Conversion Rate • Conversion rates
are highest closer to home.
• As SEO efforts improve reach, conversion rates go down but total leads go up.
• Super-high conversion rates do not mean your website is incredible.
Improved SEO Means Lower Rates • Local Area
• High conversion rate
• Some marketing required
• Expanded Area • Medium
conversion rate • Good marketing
required
• Full Market • Low conversion
rate • Strong marketing
required
Lower Conversion Rate Area
Medium Conversion Rate Area
High Conversion Rate Area
The Misleading Statistics
• Medium/lower conversion rate areas help increase total market share
• Despite lower conversion rates, the total number of leads will go up.
The Misleading Statistics
Stretch Your Map
Other Lies Told to Car Dealers
• More indexed pages is “good” (thanks Ralph)
• Any interaction is a lead • Google is “hiding” keyword
data because they hate SEO • Website design and layout
are the top influencer for conversions, bounce, etc.
Despite All of This…
• Search: Paid or organic – is there an increase in search traffic for terms other than your name?
• Advertising: Are more people seeing your brand and website than normal?
• Market Conditions: Is it “buying time”? • OEM Exposure: Is there a “Brandathon”
going on right now?
The Influencing Factors
• Install Google Analytics to all web properties
• Set times to check regularly, at least once a month
• Meet with your various providers (web, search, social, etc) to go over progress
• Test with the influencing factors to utilize cost-effective ways to increase traffic
Take Action
Do not be easily swayed by the wrong numbers. Conversion rate is much less
important than total conversions.
When in doubt, keep it simple: More Traffic = More Leads = More Sales
The Single Takeaway
Follow KPA on Facebook for More Tips
Facebook.com/TK.Carsites
Facebook.com/kpaonline
Facebook.com/DealerSocial
Facebook.com/DealerBar