what we thought we knew about automotive internet shoppers digital dealer 10 orlando fl
TRANSCRIPT
What we thought we knew about automotive internet shoppers
Digital Dealer 10 Orlando FL 4/20/11
Jason Ezell President
Kendall Billman Vice President
Larry Bruce President / CEO
Size Matters
6 months 4000+ Websites 6 million + Unique Visitors Dealership Sites OEM Sites From 16K to 115 Unique Visitors
Where Do People Start their Online Car Shopping Experience?
78% of people shop online for a car JD Power
So where did they start it?
So where did they start it?
64.8% 52.2%
34.6% 25.5% 21.6% 18.8% 16.0% 12.5% 10.8% 10.7% 9.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Visitor History
What are the top referring sites to a dealership website?
65.29%
7.12% 5.14% 3.21% 2.10% 1.74% 1.2% 0.1% 0.7% 0.5% 0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Visitor History
Marketing Take Away….
The Overwhelming Majority of your customers are starting their online shopping experience on Google… Where is the majority of your online budget going?
What are they doing there? Key Words Used
63%
37%
30%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Contained Dealername
Containes OEM Contains Model Contains Area
Visitor History
Marketing Take Away….
If 78% use the web to shop and 63% find me with my name how am I going to get found with the rest of the online shoppers?
What are they doing there? Key Words Used
44%
13%
7%
13%
0%
23%
Visitor History
Dealer Only
OEM Only
Contains Dealer andMake
Contains Dealer andArea
Contains Dealer, Make,and Area
Contains OEM andMake
Google 64.0803%
Facebook 52.2212%
YouTube 34.6308%
EBay 25.5659%
MSN 21.6176%
Amazon 18.8859%
Autotrader 16.0465%
Kelley Blue Book 12.5135%
CNN 10.8817%
AOL 10.7873%
Carmax 9.7585%
Where Do You Need To Be?
How do we get there?
• SEO • PPC (Pay Per Click) • Display • Listing
If 63% of inbound clicks contain the dealerships name are we just not found online or are we just doing a poor job?
KeyWords by the numbers
• Average number of Keywords per search – 3.21 • Average number of Keywords in inventory search – 2.28 • There were 188 higher used Keyword terms than OEM + Area
(Ford Houston) • Less than 1% of searches contained the words dealer,
dealership of dealers • Only 7% of all searches contained the word “Price”
What’s going on with Auto Listing Sites AutoTrader
*Based on browser history collected on over 6 million unique visitors
What’s going on with Auto Listing Sites Cars.com
*Based on browser history collected on over 6 million unique visitors
Dealership Site analytics by the numbers
• Average number of unique visitors – 1920 • Average number of page views – 11,186 (5.8 per visitor) • Average Bounce Rate per site – 50.4% • Average Bounce Rate form the home page 61.3% • Average Bounce Rate from the SERP – 32.8% • Average Mobile Users – 4.3%
• 97.3% Map / Location Page
What is happening with my leads?
50%
23%
17%
5% 5%
Dealership Lead Source
3rd party
Website
OEM
1st party
Listing
What is happening with my leads?
11%
7% 6% 6%
4%
0%
2%
4%
6%
8%
10%
12%
Website 3rd PartyLeads
OEM 1st PartyLeads
Listings
Closing Ratios
Jason Ezell President
Kendall Billman Vice President
@kendallbillman [email protected]
Larry Bruce President / CEO
[email protected] @pcmguy
Conclusions