DealerFire highlights metrics to consider for website performance

For auto retailers that are less familiar with website performance and key metrics lingo, DealerFire, a division of DealerSocket that focuses on automotive digital marketing solutions, has released information on what these indicators are, why they need to be tracked, and why they are important to your business. 

In a news release, DealerFire highlighted some of the main metrics to consider, such as page traffic, bounce rate, time on page, conversion rate, mobile vs. desktop traffic, click-through rate and exit pages. They said all of these metrics provide valuable insights into customer behaviour. 

“Tracking these metrics effectively can lead to more informed decisions and, ultimately, higher sales,” said the company.

For example, page traffic measures how many visitors arrive on specific pages. The data allows dealers to understand which models or services attract the most interest. “High traffic to inventory pages could indicate strong demand for certain vehicles, while lower traffic might suggest areas that need promotional efforts.”

Bounce rate provides dealers with the percentage of visitors leaving the website after viewing only one page. DealerFire said a high bounce rate can reveal a difference between what visitors expect and what the page delivers. An example of this is a confusing navigation structure or boring calls-to-action.

As for the conversion rate, the company said it is perhaps the most direct indicator of success. “It measures how many users complete desired actions, such as submitting a lead form, scheduling a test drive, or calling the dealership. A low conversion rate, even with high traffic, highlights the need for improvements in design, content, or user experience.”

Dealers late in the game can track these metrics and more on platforms like Google Analytics. Understanding the basics of website performance can help dealers better understand what consumers are looking for and want.

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