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Dealership Marketing Audit: Homepage to SRP Click-through Rate

Car shoppers should have a simple path to your website's SRPs. Your homepage should offer that streamlined process.

Is there a way I can tell if my homepage is driving people to my inventory?

Yes, and you already have the data. Just roll up the sleeves to conduct an audit of your homepage-to-SRP click-through rate in Google Analytics. We did this very thing to set benchmarks for our clients, just like you can for your own dealership.

So, we found that our network has a 47% CTR for homepage-to-SRPs. You'll notice this varies greatly, but it's important to understand that this number is a baseline for success.

Chart Showing Click-Through Rates on Dealership's Homepage

You can do your own audit, then look at how you stack up against this average.

Audit 101 for Top 4 Auto Website Platforms

To accurately complete this specific audit, you'll need to...

  • Take your SRP Pageviews and divide that by Homepage Pageviews.


Here's how you get those two numbers...

While platforms will be different to dig into, everyone can take the same first step:

  1. Log into GA
  2. Go to Behavior
  3. Click on Site Content
  4. Click on All Pages

Done?

Okay, now you'll see a forward slash "/" that represents your homepage. Write down the number in that row. In the example below, that number is 8,057.

View in Google Analytics of Homepage Pagviews

Time to get the New SRP Pageviews. Click "Secondary dimension." Click on the search bar. Type "Previous Search Path."

Setting Secondary Dimension in Google Analytics Backend

Now click on the advanced link to the right of the input bar (right side of the screen).

Selecting Advanced Option in Google Analytics Report Backend

Instructions for Each Automotive CMS

DealerOn

Filter this data:

Only show Page Regular Expression /searchnew.aspx|searchused.aspx

Only show Previous Page Path exactly matches /

Google Analytics Backend to Filter Data for DealerOn

Dealer.com

Filter this data:

Only show Page Regular Expression /all-inventory/|/new-inventory/|/used-inventory/|/certified-inventory/|/bargain-inventory/

Only show Previous Page Path exactly matches /

Filtering Data for Dealer.com in Google Analytics Backend

CDK

Filter this data:

Only show Page Begins With /VehicleSearchResults

Only show Previous Page Path exactly matches /

Filtering Data for CDK in Google Analytics Backend

DealerInspire

Filter this data:

Only show Page Regular Expression ^(new-vehicles|used-vehicles)

Only show Medium exactly matching Organic

Filtering Data for Dealer Inspire in Google Analytics

Not using one of these four CMS platforms? Reach out to us for help. We'll be happy to walk you through the process.

See How You Stack Up and Get Other Homepage Insights

Now you can take those numbers to see how you stack up against the 47% average we discovered. How do your numbers look? 

If you're not achieving that average, feel free to reach out to us.

And for other insights on homepages, we have some great recommendations that will optimize yours for conversions and save you time and money, all built around millions of engagement metrics through our dealership network.

Views: 31

Tags: Audit, Click-through, Dealership, Homepage to SRP, Marketing, Rate

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