I am looking for help. I get about 10,000 hits to my web-site every month. I only get 80 to 90 leads per month from it. Can someone please help me. The web-site is www.morrisnissan.com. I am looking for any feedback. Thank You
@Carl, There isn't much you can do with a Nissan website, but cleaner is the way to go. I agree with Blake you have way to much going on, on the homepage. I would suggest taking out those PDF pics of your newspaper ad and maybe putting it in a specials link. also the streaming cars that you have going by, don't put vehicles that are sold, customers don't care if they are sold, it just takes up space for another vehicle you could be advertising. Remember everything is available, why would you advertise something thats not for sale?
I would suggest an entire redesign to a much cleaner searchable look. If you like contact me privatley and I can suggest a couple of people to speak to that can tell you exactly what you need, not to sell you anything but to give you exact recommendations.
There are some easy fixes that will improve your conversion rate very quickly. You need to have better navigation features on the site. The navigation bar should be across the top, not along the sides. Eye tracking studies have shown that people scan right to left and then down. Many people are missing your navigation bar by having it on the left hand side.
It takes two clicks to get into your inventory, it should only take one. The lead form is too low on the vehicle detail page. The "money shot" of the vehicle should be on the top of the page and the lead form should be to the right of the vehicle. The lead form is too low on the page and easily overlooked.
I agree with the other posters that the site loads too slowly. Deliver the customer what they are looking for as quickly and efficiently as possible and your conversion rate will go up. With 10,000 unique visitors, you should expect a minimum of 200-300 leads. If you make these changes and can't hit those numbers, it's time for a complete redesign.
Everyone has given you sound advice, but here's the bottom line... If your site was performing at the low end of the national averages for "Visitor to Lead" conversions, which is about 2.5% for dealership sites, then 10,000 unique visitors would be 250 leads... So, if you had that much traffic and were at 50% pf the national average, you should still get at least 125 leads. So, there may be something a lot more serious going on. So, here's a screen capture of what I got when I went there at 1:33 AM Mountain time on Sunday (Using Google Chrome):
Secondly, although everyone seems to love those pop-up coupons on the home page, I recommend either a delay, a pop-behind like Screen crafter's "Last Man Standing" be-back ticket or anything but loading that pop-up the second your visitor hits the home page.
Thirdly, you have a plain and simple CONVERSION RATE PROBLEM! With 10,000 Unique Visitors a month and a less than 1% conversion rate you do not need any more traffic right now, you need to improve the user experience... However, a few questions remain before you should listen to anyone's guidance, because without these answers, it is malpractice to issue a prescription:
1. Looking at your website tracking metrics (Omniture, WebTrends, whatever your supplier uses), what is the average visit length in time?
2. What are the average number of pages viewed per visit?
3. What is the visitor "Bounce Rate"?
4 What percentage of your visitors come from Search Engines?
5. What percentage of visitors come from direct URL entry into their browsers?
6. What percent of visitors come from links on other sites?
7. How often does the site block visitors like it did to me tonight? (if those are not counted in Unique Visitors, then it is a moot point)
8. How many phone calls is the site generating? You should be including phone calls in addition to lead forms when measuring your conversion rate. Most websites generate more phone calls than lead forms and that trend continues to grow.
9. Have you tested all the phone numbers on the site to ensure that every call is being tracked?
10. Have you tested EVERY LEAD FORM to ensure they are being routed and parsed properly and you are receiving all your leads?
11. How are you measuring lead counts? For example, I noticed you use Black Book Online, are you including Black Book leads in your web site's total leads generated?
12. You use Credit Jockey on your site, so are you including the Credit Jockey leads into your total lead count credited to the website?
With the comments that were made, I expected the site to load slow, when I did get it to load it was actually faster than I expected. I know load time is important, but your site's load time is not slow enough to take it below a 1% conversion rate.
10,000 Unique Visitors places you in the top 10% of traffic among all dealer web sites... Where is that traffic coming from? Can you get your bounce rates segmented by traffic source category?
Keep in mind that if most of your traffic is from search engines, and the most popular search terms used by consumers before they landed on your site were NOT branded terms (Morris Nissan), then you will have a horrible conversion rate no matter now effective your site is. Not all traffic is created equal... All the metrics and analytics show that over dependence on organically driven traffic from NON-BRANDED terms (as in other than the dealer's name), is the lowest converting traffic.
On top of all that, you have quite a few new vehicles in inventory with actual photos... This normally drives higher conversion rates.
As Blake, Clarence and Mike have pointed out, your www.MorrisNissan.com site can stand a significant amount of improvement, and that improvement will no doubt help with conversion rates, but your site simply does not generate a poor enough user experience to account for a below 1% conversion rate... I suspect something else is going on.
For example, I saw that picture of Gil Morris who is running your BDC... He looks kinda like one of those TV Poker Champions, probably related to the owner... Are you sure he's not slurping up your leads and phone calls and you only THINK you're only getting 90 leads a month? After all, 90 leads happens to be what Gil thinks is the max a single Internet Sales Specialist (ISS) should handle... Pure coincidence? I doubt it... Find the smoking gun! Make Gil take a lie detector test!!! Or, better yet tie him to an ant hill until he confesses...
I noticed that you use Reynolds Contact Management, but your managers use the dealership email system. I suggest you check the lead routing on all your forms in the back end of the site... If the site is from Reynolds it is easy to send forms to plain email addresses and NOT send them to CM...
Tell Gil I was just poking fun... But, if Gil is the New Car Manager how can he have nothing to do with leads? Don't you get any new car leads? It seems like the new car manager would have a very vested interest in the way his inventory is being displayed online and how many leads on new vehicles come in each month.
Carl, the 91.52% Bounce Rate is the telling sign here. It is 2-3x higher than it should be. Consumers are telling you that the sign is not want they want. Also, if you are running a PPC campaign, you may be taking them to the wrong pages (like a home page or inventory listing page). The numbers reflect the need for a redesign and some A/B testing to get that bounce rate much lower.
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