Your Web site should be able to produce a report showing you exactly what cars had the most looks and which ones had the fewest. If it doesn’t, you probably have the wrong Web site because this is a large part of what you are paying for.You might think this data would be an easy speculation, but you’d be surprised.
If I were a dealer, I’d take that report and market my cars with it, meaning I would change up my street-front rows and line it with the most-looked-at cars from my Web site report. I still see dealers in town with street fronts full of SUVs and trucks because they want to sell them. In this economy, you aren’t going to talk someone into buying an SUV, so don’t waste your front line trying to push them out in the streets.
I’d also see what new vehicles were the most searched or most configured on my site, be sure I have the right mix of new cars, and market them well on the lot and in print ads. I would use this data to put the right cars on my specials page and in my print ads because I know they are cars that are getting the most attention. They are what the people want! See for yourself what your Web site can tell you. Pull the reports, see exactly what the buying public is doing and adjust to fit those demands. It’s a powerful tool we have never before had the luxury of having. Use it wisely!
Vol 5, Issue 9