Conduct Your Own Homepage to SRP CTR Audit to Check Against Our Benchmarks

Your homepage should give car shoppers a quick and easy path to your dealership’s Search Results Pages (SRPs). That leaves you with a question to answer …

How do I know if my homepage is set up to effectively drive people to my inventory?

Our philosophy is simple: mine the data you have. In this case, you can perform a homepage to SRP click-through rate (CTR) audit in Google Analytics. We did this across our dealership network of more than 100 rooftops, giving us a great perspective to set a benchmark for our clients.

The average dealership has a 47% CTR from homepage to SRP. Though this percentage widely varies, it’s important to see this number as a baseline and compare it to where yours has reached.

Chart Showing Click-Through Rates on Dealership's Homepage

Here’s how you can conduct your own audit to see how you stack up against this industry average.

Homepage to SRP CTR Audit for the Top 4 Auto CMS Platforms

To properly audit your click-through rates, you’ll need to perform a smidge of simple division.

All SRP Pageviews / Homepage Pageviews

Now here are the steps to get those numbers for the audit.

First, there’s a universal step every dealership can take in Google Analytics.

  1. Log into GA
  2. Go to Behavior
  3. Click on Site Content
  4. Click on All Pages

Google Analytics Backend to Acquire Homepage PageviewOnce this is done, you’ll notice a forward slash — “/”. This is your homepage. To acquire the Homepage Pageview part of the equation, write down pageviews numbers. For this particular case, that number would 8,057.

View in Google Analytics of Homepage Pagviews

Now, it’s time to figure out the New SRP Pageviews number. Click the drop-down menu called “Secondary dimension.” Then click on the search bar and type in
Previous Search Path.”

Setting Secondary Dimension in Google Analytics Backend

Now, click on the advanced link that sits to the right of the input bar (right side of the screen).

Selecting Advanced Option in Google Analytics Report Backend

Unique Instructions for Each Automotive CMS

DealerOn

Filter this data:

Only show Page Regular Expression /searchnew.aspx|searchused.aspx

Only show Previous Page Path exactly matches /

Google Analytics Backend to Filter Data for DealerOn

Dealer.com

Filter this data:

Only show Page Regular Expression /all-inventory/|/new-inventory/|/used-inventory/|/certified-inventory/|/bargain-inventory/

Only show Previous Page Path exactly matches /

Filtering Data for Dealer.com in Google Analytics Backend

CDK

Filter this data:

Only show Page Begins With /VehicleSearchResults

Only show Previous Page Path exactly matches /

Filtering Data for CDK in Google Analytics Backend

DealerInspire

Filter this data:
Only show Page Regular Expression ^(new-vehicles|used-vehicles)
Only show Medium exactly matching Organic

Filtering Data for Dealer Inspire in Google Analytics

If you’re using a different CMS than the four listed here or have trouble following these instructions, please reach out to us for help. One of our marketing consultants will be happy to walk you through this process.

See How You Stack Up and Get Other Homepage Insights

You’re now equipped to see how you stack up against the industry average for how well car shoppers are clicking from your homepage to your SRPs. How do your numbers look?

If the CTR isn’t quite hitting the average, schedule a free demo with us to get insights from a free comprehensive digital analysis.

And for other insights on homepages, we have some great recommendations that will optimize yours for conversions and save you time and money, all built around millions of engagement metrics through our dealership network.