UNDERSTANDING WHY YOUR OWN WEBSITE CAN BE THE VERY BEST SOURCE FOR TOP QUALITY INTERNET LEADS
You’ve probably heard the expression that if something is free it’s probably worthless. You have also probably heard if it’s sounds to good to be true, it usually is. In this case however, it arguably is too good to be true. What I’m about to share with you here and now is a very big secret — one that others are not apt to share because they want you to buy their product.
And just what is this big secret? Well, if I’m able to show you how to get free leads for the next 30 days, and if you opt in now, I will also give you “free” leads for the rest of the year, next year, and the year after that are you with me? Sounds too good to be true? Well let’s get started.
Robots and children
Have you been trying to find more leads but not sure where to go in order to get those top quality leads? Well the hunt is over and it’s not too far: it’s your own website! It’s true. All you have to do is look at your analytics to see all the traffic that is on your website every day. This traffic is not robots, children, or people in a different country that can’t buy. It’s car shoppers that have taken time out of their day and have chosen to be on your website.
Think about it. When was the last time you turned on the TV or radio and said, “OK show me the ads”? When was the last time you went to your mobile device or computer and said, “OK let me start searching for that thing I want”?
Before you spend more money to drive more traffic, it makes financial sense to implement a strategy to generate more conversions from the existing traffic on your website. Your website audience is ready and willing to convert, so why not tap into that source?
A and B: two powerful letters
Have you asked your website provider to show you testing they are performing to develop a better website? Have you ever invested in A/B testing or a usability study on your website? If you said no to either question, it’s not too late to do either. Doing either is the best way to start reducing advertising budget waste and start increasing the leads. I have met many people that feel they know what works best or looks best on a website, but once a test was performed, they were amazed at how the results showed a completely different behaviour.
For example, I personally like the colour black but our usability studies and others have shown black will reduce time on site and also conversions. A/B testing, as the name implies, compares two versions of a website with one key component that is different in order to drive increased click through rates or conversion. The first step in increasing conversions is to test your website see how it performs in numbers, graphs, charts, and site activity recordings. Another great resource are “flow reports” within Google Analytics, which can take some time to understand, but well worth the effort. (My two favourite metrics to look at are goal flow and behaviour flow.)
Are you a resource?
Ask yourself. Is my website an online newspaper ad from years past or is it a research tool? In order to determine that I pose this question for you: Can a car shopper do research and find answers to almost everything there is to do with purchasing a car? Can they learn about warranties, financing, vehicle safety and reviews, leasing versus finance, and watch real videos? If you answered yes to all of these things and more then you have a website that is becoming a resource to shoppers.
This means shoppers will spend more time on your website and convert at a higher rate. Trust me, very few shoppers will take this information and go to your competitor.
By increasing your audience’s engagement, you open up the conversation for a future sale. Now the question is do you do this for service as well? Service is your largest and lowest cost opportunity to convert existing website traffic to leads.
Ask to see A/B testing, multivariate testing, and usability studies of your website partner. Do some research and install heat mapping and user studies on your own. Review the “flow reports” and work on understanding what they mean. Do small tweaks to your site and see if time on site and conversion goes up. Don’t be scared to fail by trying new things and remember that your website is not a marketing tool, but rather a virtual dealership. Follow these few simple steps and I assure you that you will qualify for free leads that will keep on coming.
