Conversion Rate Optimization (CRO): The Perfect Partner of SEO

Your solid digital marketing strategy drives car shoppers to your dealership’s site. It leverages all of the keystones you’ve learned:

  • Using SEO best practices
  • Spending money for SEM
  • Leveraging social media
  • And much more.

All of that traffic could be turning into sales … but a lack of CRO puts up a wall to making sales.

Many dealerships aren’t asking their internal team or marketing partner to perform conversion rate optimization (CRO). This makes their website stagnant because the volumes of data from Google Analytics, AdWords, Search Console, Hotjar, and other sources aren’t powering change.

Deliver Excellent UX. See the Conversions Rise.

Let’s say …

Car shoppers are met with a really poor user experience on your site.

  • Can’t find your location
  • Don’t see click-to-call
  • See many pop-ups, chats, and homepage banners
  • Site navigation that Columbus couldn’t figure out

That’s a problem, but it can be fixed.

It all starts with streamlining the experience on your homepage. A fundamental metric to consider is the click-through rate of your homepage to your purpose pages (the pages that count — the pages that convert!), like your SRPs. You want to make sure people are viewing your inventory.

(Sidebar: You could dive into Google Analytics to see the path: did these shoppers click on a specific VDP from your SRP list, then interact with the vehicle and submit a form or call? Plus, did you set up the best macro- and micro-conversions as goals to properly track these?)

So, now an important question.

Is Your Marketing Partner Auditing Your Conversion Rates?

They should look at the historical data on your site and beyond. This includes leveraging the data across a vast network of dealerships to measure the performance of conversion across your site. Looking at only your data, an agency could justify any improvements as a success.

By contrast, we look at the data cross our 150+ dealer network to benchmark a well-vetted industry average — and judge how your dealership or dealerships stack up against that huge data set.

If you’d like to see how you compare, we offer a free digital analysis. Otherwise, let’s continue our conversation.

There are a number of conversion audits and other data analyses to consider:

  • Homepage to SRP conversion
  • SRP to VDP conversion
  • Desktop conversion
  • Mobile conversion
  • Traffic source conversion
  • Landing page path analysis
  • Landing page drop-off
  • Engagement rate analysis
  • And much more as we get more granular

So Why is the Topic of Conversion Important?

March 1 - 31 of 2018 date range for CRO statistics shown below

Chart of statistical increases in different conversion metrics

Every user that you compel to take an action is another opportunity to make a sale — and this is reflected by every percentage point reported in your conversion audit. You’ll want to track monthly changes to ensure you’re trending in the positive.

By having the most relevant goals set, you can look at conversion increases (or decreases) to properly track the potency of your digital marketing efforts. We have some tips on setting macro- and micro-goals in Google Analytics.

Yes, SEO is Important. But so is CRO.

We are in no way suggesting that you abandon SEO or content creation. It’s important that you look at both SEO and CRO to see where your greatest opportunities lie to net the greatest number of car shoppers. Too many agencies simply focus on and report how effectively they’re increasing your traffic. But if that traffic is not qualified — if they are not in-market car shoppers — then that’s wasted spend and resources.

You must be certain that your agency partner also looks at how and where your site’s visitors are converting. If you’d like to see how your conversions stack up, we do offer a free, no-obligation demo.