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It's the quiet time. Just about everyone has it. Whether it's late at night when everyone's in bed or early in the morning before everyone wakes up, a good chunk of people do much of their important website surfing when there are fewer distractions of life to prevent them from their task at hand.
Buying a car or getting it serviced are two of those important aspects of life that require distraction-free time for some people. What's the percentage? How many people visit your dealership website at times when some companies claim that nobody shops for cars? Take a look at your analytics for the answer.
Whether you're using your website's own analytics program or a third-party application like Google Analytics, there is likely a way to check visitors by hour. On GA, it's in the top right corner of your dashboard.
In the example to the right, you'll see a dealership that has had 477 unique visitors in the last day. While many say that people are only on your website right before, during, or right after business hours, we can see that 37 people visited between 7pm and 9pm while 42 visited between 10pm and midnight. Then between midnight and 2 am, another 15 people hit the website. That means that nearly 12% of the website's visitors yesterday came in between 10pm and 2am.
Would you be happy if 88% of your showroom visitors were engaged by someone at the dealership? If not, why would you allow 12% or more (I've seen it as high as 25% during "non-peak-times") to be on your virtual showroom, your website, without a way to talk to anyone directly?
In an article posted on our blog, we discussed this issue and why it's so important to defend your customers 24-hours per day. If they're on your website, there's a good chance they want to consider buying a car or having their vehicle serviced at your dealership. You need to be available to them at all times throughout the day and night. This is a position from which we will never back down.