My Conversion Rate is Terrible

dj1cincy · 09-08-2007, 09:00 PM

I have a used car website that I drive customers to through a targeted PPC campaign. Typically, about 20% of all visitors will select a car to get additional information which will move from from the main page to a detail page. This is where the real problem comes into play. If I could then have 20% of the visitors that moved from the 1st page to the 2nd page (Detail Page), send an email requesting more information, scheduling a test drive, etc., I would be a happy camper. Obviously, my conversion rate (email leads) is not anywhere near what I want it to be.

The URL for my site is http://www.dealerlinkusa.com/willishonda/default.asp

If some of you would be so kind to take a look at the site and be brutally honest. I really need to figure out how to get a much higher percentage of visitors to submit an internet lead.

Thank you

bond007 · 09-08-2007, 09:58 PM

I didn't spotted anything wrong with your website. In fact a visitor will have all the info that he will need (price, milage, pics, etc). I suppose that only visitors that are very close to a decision to buy a car will send an email lead and I think a lot of people are just browsing to have an idea about the market.

Alfredito · 09-09-2007, 01:06 PM

I agree, your site does have all the details, and its very "user friendly".

Its not like you have a dvd site, its cars site, ppl check MANY places before they buy a car... and they might think that buy a car online is some sort of risk,dont forget, The avrage Joe still dont know the internet like we do, he wouldnt think of buying a car online, he got the town's dealership that he knows... maybe they dont understand that you are just another dealership...maybe you can show your toll free number a bit bigger and in strong color..?

EricBlackwell · 09-09-2007, 01:12 PM

IMO-I'd forget about what you want it to be and focus on small incremental gains in performance. While I don't see BIG things, often times, there are little things that may get in the way. A few of those = a big thing.

Also, it'd be worth some research on the conversion rates that others are seeing so that you can benchmark and smell test your expectations for reasonableness. Maybe somebody on the other side of the country, say, would be happy to compare notes.

Much of my stuff is in the real estate business and we do that all the time..

best;

Eric

dj1cincy · 09-09-2007, 03:22 PM

Thanks for your response. Let me ask you and anyone else reading this...The goal of this site is to generate leads, customers giving us their contact information assosciated with a particular used car. This is usually obtained from a customer having additional questions about the car. How would you suggest enticing a customer to give us their information? Special promortion, bonus discount, etc?

my_misyel · 09-09-2007, 05:00 PM

your site is very simple and informative.

qbert_seo · 09-09-2007, 07:39 PM

Not bad, but right off the top I see quite a few things that will likely help. Keep in mind this falls more under the realm of SEM than SEO and a moderator may wish to move this thread.

1. No obvious privacy policy - Many people will not give out information without knowing first how it is protected
2. Requirement of all fields - Does everyone need to give you their email address?
3. There are not many details on the car. The one I picked on only had one picture and not much in the way of specs.
4. You may also want to consider your own domain name rather than a page off another URL. Many people may end up going to dealerlinkusa.com , it never looks as professional to have a professional site hosted without its own domain. (This might also be another reason people are hesitant to give out info right away.)

There are actually many more ways to improve the conversions, but here a few I noticed after spending only five minutes on the site.

Steven_D · 09-09-2007, 11:29 PM

This sort of model relies heavily on the Dealer Link USA site, im assuming that you have chosen them as you dont have the knowlege/funds to set up your own site.

If this is the case, i would personally look around for another company doing the same thing, this company is full of bollocks. They say, sign up we have Full SEO team etc etc, yet they have used a giant image, which is the most un SEO friendly thing they can do.

They have a completly crap amount of traffic coming to the site & i would not be half surprised if they were paying people to browse around the site and click links etc to charge you more (depending on how the payment schedule is set up)

You have a good idea going to a company like that, where you just enter your details, and the car details and they give you a web page etc, but honestly you can find a better company than that.

After rechecking you have a bloody nice site, its very well made. But i still say, its a good idea, just find a better company, and remember if they charge you based on number of views or clicks, make sure that they arnt paying people to click your links.