ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
You may be eliminating leads right now and not even know it. There are ways to prevent it.
At least once in a while you wind up with a lead you wished you didn't have. Probably one already popped in your head - the nut job who wanted the new Escalade for $250 per month with no money down come to mind? But do you ever check your website check to make sure you aren't eliminating leads before they get to you?
Recently, I stumbled across a great example of lead elimination. It is a vendor in the automotive space. I have nothing against the vendor or their product, but they have a major flaw on their site and it's one I've witnessed on other sites as well, so it serves as a good example today.
Take a look at screen shot #1
Then Screen shot #2
Do you see something wrong here? These screen shots were taken from two different browsers IE and Chrome, and on two different screens although I have only loaded 2 of them.
The issue is this is supposed to be their dealer inquiry page. So you cover up your testimonial video in Screenshot #2 almost entirely with the illustration over the top of it so even when I wanted to watch it, it ran in the background.
But look at the area to capture lead information? I couldn't even complete the form because of the illustration.
If you have lead generation forms or opportunities on your website you need to check to make sure they are visible to the prospect. This is especially important if you have floating chat windows, or pop-ups on your site. If you cover up what the customer wants to get to you are eliminating leads before you get them. How much does that sell for you?
Take the time to check your website today. Are your calls to action easily found? Are they clear as to what you want the customer to do? Do they work? Don't assume they do test them regularly or you will be eliminating the leads you do want!
Chief Operations Officer
Used Car University
Opinions, perspectives and commentary are those of the author only. Comments are appreciated and welcomed as long as they are not inappropriate.