Most dealership website visitors leave without submitting a lead, but a new partnership between two U.S. technology companies aims to give dealers another opportunity to reach those potential customers.
Overfuel, a dealership website and digital marketing platform, announced an exclusive agreement with On.Page on Oct. 19 to integrate visitor identification and re-engagement technology into its dealer websites.
The companies estimate that roughly 97 per cent of dealership website visitors leave without converting, representing a potentially significant audience for follow-up marketing.
“The automotive industry has spent years optimizing for the 3 per cent of website visitors who convert, while missing opportunities to engage the other 97 per cent,” said Alex Griffis, CEO of Overfuel, in a statement.
Under the agreement, On.Page’s technology will identify anonymous website visitors and allow dealerships to reconnect with eligible shoppers through channels including email, direct mail, Google, Meta, TikTok and connected television. SMS and business development centre outreach will depend on consent.
On.Page reports that its technology can identify up to 90 per cent of anonymous visitors. Its reported average identification rate across active customers reached 91.73 per cent in September 2026, although actual results vary depending on available data, consent requirements and jurisdiction.
Overfuel will serve as On.Page’s exclusive automotive retail website partner through April 2027, with a potential extension through October 2027 based on performance. The companies are also exploring how artificial intelligence and dealership customer data could eventually support more personalized website experiences and marketing campaigns.
The technology is currently available to U.S.-based Overfuel dealership clients. Existing customers and active leads are excluded from outreach campaigns, and dealers must approve marketing materials before deployment.
Similar technologies for Canadian dealers could offer additional ways to engage shoppers, although privacy requirements, including consent obligations under Canadian legislation, would need to be considered before implementation.
