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Game Changing Insights from the Online J ourney of Your VINs

Game Changing Insights from the Online J ourney of Your VINs. Introductions. Chuck Tilton. Jon Quade. Understanding the consumer is one important piece of the equation . 249 ONLINE ACTIVITIES. 127 VEHICLE VIEWS (TOTAL TIME: 119 MINUTES, 27 SECONDS). 8 DEALERS SHOPPED.

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Game Changing Insights from the Online J ourney of Your VINs

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  1. Game Changing Insights from the Online Journey of Your VINs

  2. Introductions Chuck Tilton Jon Quade

  3. Understanding the consumer is one important piece of the equation 249ONLINE ACTIVITIES 127VEHICLE VIEWS (TOTAL TIME: 119 MINUTES, 27 SECONDS) 8DEALERS SHOPPED “I didn’t know there were so many cool new models!” 5 MODELS CONSIDERED NEVER SUBMITTED AN EMAIL LEAD! “Miss Pop Culture?” 32% of your website visitors are female

  4. 2012 JAN FEB 40 minutes on this day 36 DAYS Model A Model B Model C Model D Model E Which model is she interested in?

  5. His 45 day journey was about finding the right dealer 1 BRAND 2 MODELS 76% OF SHOPPERS THAT VISIT THE BRAND SITE AND A DEALER WEBSITE DO SO WITHIN 30 MINUTES “I’ need to go see my dealer about another truck.” DID NOT SUBMIT AN EMAIL LEAD! “Mr. Contractor?” 60% of dealer website visitors haven’t decided on a make and model

  6. He’s loyal to his brand, but is he loyal to you? 20 dealers shopped on this one day!

  7. Their 90 day journey was all about the advertising SHOPPED 8 DEALERS 25 WEBSITE VISITS EXPOSED TO 329 DIFFERENT DEALER ADS “We’ve got to make time to find a bigger car!” NEVER SUBMITTED AN EMAIL LEAD! “The Modern Family?” 64% of your website visitors are likely to buy within 60 days

  8. Are they are opportunity? Yes! But only if you are a part of their journey 148 ads “The Modern Family?” Every touch point is an opportunity

  9. 2011 - 2012 NOV DEC JAN FEB MAR E E E E E E E E E E E E E E E E E E E Ads Social Media Websites Email E Confidential and Proprietary

  10. VINs

  11. 2012 JUN JUL 40 minutes on this day 36 DAYS Shopper A Shopper B Shopper C Shopper D Shopper E Which shopper is most interested in this VIN?

  12. Focus on the right objectives New VehInv Searches Total Page Views SERP Position Time on Site Ad Impressions Total VIN Views Click Through Rate Unique Visitors Site Visits Email Leads H&D Views Total Inv Searches Time on VINs

  13. Why are VIN views so important? VIN activity is the best predictor of sales!

  14. Perspective on Email leads Only 1 in ## will ever send you an email lead- that’s #% If email leads are your currency, you’re ignoring ##% of shoppers Almost all of your potential customers, close to ##%, will look at your inventory online. That’s the connection that creates wins for your business.

  15. Focus on the right objectives “ People who run baseball teams think in terms of buying players. Your goal shouldn’t be to buy players. Your goal should be to buy wins. And in order to buy wins you need to buy runs. “

  16. People who run dealerships think in terms of buying leads. Your goal shouldn’t be the buy leads, your goal should be to increasesales. And in order to increase sales, you need to get eyes on VIN’s. Eyes on VIN’s = Runs Eyes on VIN’s = Sales Runs = Wins Wins = Sales

  17. What is a VIN view? This is definitely NOTa VIN view… Some providers will tell you that they just got you 187 VIN views…hmmmmmm

  18. This is a VIN view Only a vehicle details page view is a measure of shopper engagement with your VINs.

  19. The VIN Journey

  20. Jan – Aug 2012 9,000,000 VIN’s 125,000,000 website visits 250,000,000 online actions

  21. What happens to the average VIN? How long does the average new vehicle stay on the lot? 33 days 43 days 53 days 63 days

  22. Let science show you the way How long does the average new vehicle stay on the lot? 33 days 43 days 53 days 63 days

  23. Let science show you the way How much time is spent looking at them? 10 minutes 15 minutes 20 minutes 25 minutes

  24. Let science show you the way How much time is spent looking at them? 10 minutes 15 minutes 20 minutes 25 minutes 24.1 30.9 26.7 Avg Total View Time (mins)

  25. Let science show you the way How many times does the average VIN get looked at? 17 times 23 times 29 times 35 times

  26. Let science show you the way How many times does the average VIN get looked at? 17 times 23 times 29 times 35 times

  27. Let science show you the way How many times does the average VIN get looked at? 17 times 23 times 29 times 35 times 31 29 27 24 22 23 New Used

  28. Let science show you the way How many times does the average VIN get looked at? 17 times 23 times 29 times 35 times 66 31 29 65 27 24 22 23 59 New Used Certified

  29. So what can you do to get more VIN exposure? Here are 3 things, and we call this your… “Be Strategy”

  30. 1. Be in front Put your VINs in your online ads

  31. Paid Search Ads(dynamic on/off) Inventory on the Dealerships Lot (Updated Daily) VINs should drive your paid search strategies 2007 GTi Certified Tiguan 2010 Passat Paid Search ads only turn on only when you have the actual inventory on the lot Ad Off Sold

  32. Put yourself in a position to win VIN exposure on shopper research sites

  33. What happens?

  34. More exposure for your VINs When we turn on digital advertising for a dealer, we see a 30% bump in VIN view exposure. 30% Lift

  35. VIN advertising shortens inventory turn -2.5days on average

  36. VIN advertising shortens inventory turn -5.2days on average

  37. More exposure for your VINs The more exposure you get for your VINs, the faster they move off your lot.

  38. 2. Be engaging VIDEO, VIDEO, VIDEO

  39. Video increases shopper engagement with your VINs

  40. Video increases shopper engagement with your VINs

  41. 2. Be engaging Video content is directly correlated with buying behaviors in the shopping process How big of a difference does it make? • 5% 15% 25%

  42. Video makes a HUGE difference Shoppers that have seen video on a VIN prior to contact the dealership are 30% more likely to buy from that dealer.

  43. 3. Be relevant Put pricing on our VIN’s

  44. Be relevant

  45. Be relevant

  46. Be relevant Percentage of online shoppers likely to visit this dealership? 41% 51% 61% 71%

  47. Be relevant Percent of online shoppers likely to visit this dealership? 26% 36% 46% 56%

  48. Be relevant Percent of online shoppers likely to visit this dealership? 26% 36% 46% 56%

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