Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Not all website platforms have thank you pages now. With Ajax technology, some forms just display a thank you message inside the form box. Without a thank you page, dealers also have a difficult time using the Google Analytics Multi-Channel Sales funnels to track lead submissions.
With that said, the thank you page and the email confirmation (sometime an autoresponder) have two distinct roles. The thank you page can engage the consumer with additional information while they are still on the dealership website. The thank you page can bring them back to view incentives, specials, or limited time promotions.
The lead submission email response performs a few functions. The email response may signal the consumers mail system to accept future emails from the dealership, if the initial response is short and sweet.
It also connects the customer with a specific "person" at the dealership whereas the thank you page would be generic. Thirdly, the email response allows the consumer to start a dialogue with a person and not the "black box" of the dealership, where their first communication was started.
So, dealers need both and each has to be fine tuned for the purpose that each excels at!
I wrote about the topic of thank you pages on this post which you might find useful: http://www.dealerrefresh.com/missing-opportunity-on-dealer-website/
I hope to see you at the Boot Camp on the 15th!
Thanks Brian, I agree with you. I was actually mulling over the fact that a thank you page should do more than just say thanks. If it's interesting enough, perhaps a video about the dealer and next steps, it can occupy the customer for a short time and perhaps convert in various ways. Our human response time is approximately 11-12 minutes for a quality email response (by GMs measurement). I would like to experiment with the idea. It may help prevent "site-hopping" by the customer.
I'm still working on the Boot Camp. My dealer has been seriously pre-occupied. He acknowledged my request and I'm hoping to have an answer Monday.
I hope you can make it Tom, you will enjoy it!
There aint no doubt about that! Thank you!
Tom, the answers to your questions are both "YES"... Unfortunately, development teams that design dealership websites often have little to no consideration for practical needs, or for the utility of dealership website metrics and tracking codes that allow iterative marketing strategies to track how many conversions were generated by traffic sent from a particular ad or campaign... The elimination of distinct "Thank You" pages with unque URL's is NOT PROGRESS, it is an example of development short cuts reducing the utility and practical application of a dealer's website or microsite.
The best "Thank You" pages inform the consumer about what to expect as a result of sending their inquiry and makes recommendations for next steps, which should be focused on continued engagement with the consumer...
I agree with Brian that there are important and useful purposes around automated email responses, but they should not be a repeat of what was provided by the Thank You page. One useful purpose for the autoresponse, is to verify the information received by using merge fields to send it back to the customer for review and correction, and to show the customer which fields are blank, offering the consumer the opportunity to provide additional customer contact information. A bonus to using merge fields for customer provided data inclusion is that research suggests this data helps initial emails get past spam filters.
Ralph, thank you. I would like to offer more than "Thank you for your submission" on my thank you page. I would like to offer reasons why price isn't the only thing the customer should consider... things like reputation, customer satisfaction, service and more. It can be subtle and still make its point. It can even introduce them to a community of dealership followers who advocate for the dealer. This would be followed by a quality response within minutes by a human being.