taming the big data beast to drive more internet sales
DESCRIPTION
Big data is a term that is thrown around quite a bit. But what is it and how can it help you drive more Internet sales from your website? This presentation will break down what metrics to track and how to improve 3 specific areas: driving the right traffic to your website, converting more visitors to leads on your website, and closing more internet leads to sales.TRANSCRIPT
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Taming the Big Data Beast
BY: Vickie Gibbs, Founder and GM of Albright Digital
May 8, 2013
What is Big Data?
From an IBM research article:
Every day, we create 2.5 quintillion* bytes of data — so much that 90% of the data in the world today has been created in the last two years alone. This data comes from everywhere: sensors used to gather climate information, posts to social media sites,
digital pictures and videos, purchase transaction records, and cell phone GPS signals to name a few. This data is big data.
* 1 Quintillion = 1,000,000,000,000,000,000 = 1018
What Will You Learn?
Drive the Right Traffic to Your Website
Convert More Website
Visitors to Leads
Improve Sales
%
Drive the Right Traffic to Your
Website
www.[dealership].com
Website Traffic – Variety of Sources
Social
SEMSEO
TVRadio
.com Sites
How To Measure Website and Programs? Website Baseline Key
Metrics Measure Traffic and
Conversion by Channel
Traffic
Conv %
Time on Site
Return Users
DirectOrganic Search
Paid Search
AutoTrader
Edmunds
Cars.com
Other.coms
Analyze Marketing Channels by Attribution and ROI
Channels that can be evaluated with Direct Attribution are Direct Response programs
Some Channels are difficult to evaluate based on Direct Attribution
Direct
Organic Search
Paid Search
Email AutoTrader
Edmunds
Cars.com
Other.coms
Direct Attribution: The last marketing trigger that a customer saw before taking action
How to Analyze Traffic Channels? ROI
Sales $ Generated / Marketing $ Invested
= Return on Investment (ROI)
Paid Search
Local Weather.
com
Monthly Measurement:• $5k on Google SEM• Driving 20 Leads• 10% Closing Ratio• 2 Sold Cars
Monthly Measurement:• $500 on banner ads• Driving 10 Leads• 10% Closing Ratio• 1 Sold Car
Convert More Website
Visitors to Leads
2 Keys to Website Conversion
• What do users want to do on your site?
• Is your site easy to use?
Usability
• Right Message (CTA)• Right Customer• Right Time
Message
Define Conversion
Usability:Focus on Customer Needs and Corporate Priorities
Usability:Fewer Choices Direct User Behavior
Usability:Product Pages Should Drive Action
Usability: VDPs Should Drive Customers to Act
Copy, Presentation, Timing: All Important
Lead
Right Messag
e
Right User
Right Time
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CTA Tied to Traditional Ad Campaign
Target Lease CTA on Offers Page
Used Vehicles CTA on Used Search Page
Improve Sales
%
Website Leads – KPIs
10% - 15% Average Website
Closing %< >
Your website should have the highest closing % of any Internet lead source
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How To Find Potential Issues:Analyze Each Step of Your Funnel
Leads
Appointments
Shows
Sales
What is Right for Your Dealership? Use Data From Your CRM:
1. What is your overall Internet lead sales conversion?
2. What is your Internet lead sales conversion by lead provider (including website)?
3. What is your Internet lead sales conversion for each of your sales people?
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Recap … Drive the Right Traffic to Your Website:
◦ For Direct Response programs, measure ROI by program to optimize your spend
Convert More Visitors to Leads:◦ Usability◦ Right Message, Right Time, Right Prospect
Sell More Internet Leads:◦ Use CRM data to understand where your funnel can be
improved and what progress you are making
Vickie Gibbs, Founder and GM, Albright Digital, Booth 222
[email protected], @AlbrightDigital