Offering an incentive on your dealership Web site works effectively for many reasons. It drives traffic to your site, improves lead conversion and increases repeat business. However, the main reason incentives work is basic human nature; we like receiving free things. For the majority of consumers, the Internet is a place to find free information, download free music and register for free products and services. Offering simple things can build trust, loyalty and entice visitors to return.
Successful e-dealers are capitalizing on this concept by using special offers to increase lead conversion, phone-ups and appointments by over 100 percent. Although offering an incentive on your site appears to be a simple, cost effective and profitable way to capture more leads, it actually requires a considerable amount of testing, creativity and innovative technology to be effective. Substandard results will occur if your special offer is not displayed in a highly visible location on your site, or the perceived value of your offer may not be enticing enough to motivate your customers to take action.