jeff clark - dealeron“the 5 auto shopping moments every brand must own” –google, november 2015...
TRANSCRIPT
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Website Conversion for the
Mobile Car BuyerJeff Clark
Jeff Clark I Company I Chief Sales Officer I [email protected]
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Your goal can beMicro Conversion- VDP Pageview
- Map/Hours Page
- Coupon Print
Macro Conversion- Form Submission
- Phone Call
--Google Map Click from Mobile
Goal
Your Conversion Rate Is…
Expressed as
a %
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Avg. Dealer Website
2%
Well Optimized Dealer
Website,
7.80%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%C
on
vers
ion
Rat
es
Website Conversion, What’s Possible?
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Visitors
Controlled Test
Goal
7%
10%
12%
What is A/B Split Testing
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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“When you believe
something is in short supply you
want it more!
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Make Your Product Scarce
Only 2 left in stock.Only 2 left in stock.
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Make Your Product Scarce
Amir Amirrezvani | DealerOn | Co-Founder | [email protected] Clark I DealerOn I Chief Sales Officer I [email protected]
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A Case Study
Only 1 Left in Stock!
16%Increase InConversion
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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CLARITY PREVENTS DISTRACTION
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“It takes the average human 50 milliseconds to form an
opinion… Stay or Leave.”
Taylor & Francis, Mar 2011 - Behaviour & Information Technology, Vol. 25
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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What is the Most Important Factor in the Design of a Website?
Easy to Find What I Want
76%
Other 5%
Beautiful Site 10%
Cutting Edge 9%
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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A Case StudyOrganic Traffic up
+ 12%
Bounce Rate down
+ 27%
Inventory Searches up
+ 90%
Form Submissions up
+ 35%
Click to Call up
+ 19%
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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SOCIAL PROOF
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“When you say it, it’s marketing.
When your customers says it, it’s social proof.”
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Consumers See Over 200 Ads Per Day
Ads are Somewhat
Exagerrated
57%Ads are
Exagerrated19%
Ads are very Accurate 3%
Ads are somewhat Accurate 21%
Consumer Perception of Claims Made in Ads
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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There is Safety in Numbers
of Americans have used the internet to find a local business
of Americans look at reviews when determining which local business to use
of consumers trust online reviews as much as personal recommendations
85%
76%
72%
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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A Case Study
19%Increase InConversion
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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NEUROMARKETING
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Amir Amirrezvani | DealerOn | Co-Founder | [email protected] Amirrezvani | DealerOn | Co-Founder | [email protected]
A Case Study
28%Increase InConversion
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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PUTTING IT TOGETHER
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MOBILE MARKET
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MOBILE CONVERSION
FAST, SIMPLE, EASY
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Mobile Users Expect FAST
40%Abandon a site if takes more than 3 seconds to load
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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WebPageTest.org
https://sites.google.com/a/webpagetest.org/docs/using-webpagetest/metrics/speed-index
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Most Dealer Sites are Not “Visually Complete” in Under 3 Seconds
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
Phone Calls – Top Task for MobileRight Wrong
+30%Calls
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Directions – 2nd Task for Mobile
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
Right Wrong
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Directions – Make it Fast, Simple, Easy!
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
Right
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Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
Case Study Responsive vs. Multi-URL: Organic Traffic
+103%Organic Search
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Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
Case Study Responsive vs. Multi-URL: Bounce Rate
-40%Bounce Rate
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Case Study: Optimized Inventory Search Pages
+500%VDP Views
Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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Conquesting the Mobile Consumer
-Half of all car shoppers with mobile devices use their smartphones while at the dealership-Top action people perform with their phones while on the lot, is confirming that they are getting a good price on a vehicle-Searches for competing dealers occur more often when at the dealership
“The 5 Auto Shopping Moments Every Brand Must Own” – Google, November 2015Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
-Half of all car shoppers with mobile devices use their smartphones while at the dealership
-Top action people perform with their phones while on the lot, is confirming that they are getting a good price on a vehicle
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Geo-Fencing
“The 5 Auto Shopping Moments Every Brand Must Own” – Google, November 2015Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
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“The 5 Auto Shopping Moments Every Brand Must Own” – Google, November 2015Jeff Clark I DealerOn I Chief Sales Officer I [email protected]
Targeted Mobile Offers
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Share an important takeaway you received from this session using hashtag #DD20for a chance to win an iPad
Contact Info
Full Name: Jeff Clark
Company: DealerOn
Job Title: Chief Sales Officer
Email: [email protected]