How to Gain an Undeniable Advantage: Drive More Sales, Leads & Calls from Your Existing Website Traffic! (PART 3)


How to Gain an Undeniable Advantage: Drive More Sales, Leads & Calls from Your Existing Website Traffic! (PART 3)

TRANSCRIPT: When we look at conversions, a good conversion… An example of something that’s a good conversion will be about your trade. To have that available a button with a good call to action value your trade, that’s a good conversion.

Something that’s a bad conversion is a specials page with no specials. I especially love this because I see this all the time. Now we’re going to talk specials today because top dealers get a lot of leads from their specials pages, a ton. We’ll talk about specials later but how often do we see this? How often do we see, “Sorry no new specials available this time, please check back later.”

I see it all the time and it’s really frustrating because it’s actually hurting your conversions. And when we talk about fluff we’re talking about things like what the Hyundai dealers did during the super bowl. You posted these really funny commercials on your website. You framed them in from You Tube; you embedded them from You Tube, and its fluff. It doesn’t raise your conversion rate and it doesn’t lower your conversion rate. It’s just fluff.

And before you argue with me, “Steve, Steve that builds my brand.” The Ryan build commercial from Hyundai was fantastic. This is from an actual dealer website. Dealer had this framed in on their website and when I watched the entire video in a browser that I had not been in before, clear cache browser, I don’t want to get too deep in the weeds, but I want you to understand what happened.

The dealer didn’t have the video set up properly. If you notice that gentleman on the right side of the page in those two frames, those are suggested videos to watch after you’ve watched a Hyundai super bowl commercial on a dealer’s website. Everybody knows who that gentleman is, that’s the Alpha Dog.

That’s Jim Ziegler. You know what he’s teaching your customers, he’s teaching them how to work a car deal. Its great training you should watch it yourself but you don’t want your customers watching that, so this is fluff. This is conversion fluff it didn’t help conversions, it doesn’t hurt conversions, because the video wasn’t even set up right. But again, this is fluff.

I’m not going to worry about that. If you want to put those things on your site absolutely do it, it builds your brand again to what end? To drive a sale. Now, why should you care about this? Why should you care about website leads or calls, why even care about conversions? Because these are first party leads. These are exclusive to you. They’re lower funnel, okay. And they close at a higher rate than other leads types.