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There's a Difference Between Getting More Leads and Capturing Them

Website chat is viewed by many dealers to be an alternative method of communication, as it should be. There are some who view it as a lead generation tool and they can look at numbers to show that they're getting more leads, but to truly test their results that must take a closer look.

Properly positioned and managed chat on dealer websites can definitely be great for getting more leads. However, there are passive services out there, the ones that are pretty much contact forms with different branding, that are not generating more leads. They're simply capturing the leads from people who would have used a different method of contact whether there was chat on the website or not.

As we detailed on a post we titled, "A Great Automotive Chat Solution Will Increase Leads", one of the primary goals of website chat should be to give more of your website visitors a reason to make contact with you and become a lead as a result.

Reports from any chat provider will show you how many leads they're able to capture. You then have to compare that to the other lead-generating tools on your website. Are you getting more leads or are you simply replacing leads from other sources with chat leads? If your total number of leads is not going up, as is the case so often when we're talking to potential customers, then your chat is not positioned properly.

Analyze all of your reports together. Don't simply take what your chat provider shows in their report and assume that things are going well. What you may find is that your chat leads are present but that your other lead sources from your website went down once you installed chat. The goal is to get more, not replace pre-existing ones.

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Tags: chat, leads

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Comment by Alexander Lau on October 7, 2014 at 1:02pm

@Michael, are you referring to a tool like http://www.needtagger.com, which has been around for nearly 2.5 years and has an automotive segment? Been doing that for some time and it works. Contact us for Advanced Automotive Social Media Management.

Comment by Michael on September 23, 2014 at 1:19pm
Anyone familiar with pulling refined leads from big cloud public chat as Twitter. See www.AutoSocialLeads.com
The science is all about getting new ones...
Comment by Jeffery Sterns on August 11, 2014 at 4:42pm

Hi Michael,

You're absolutely right that the goal should be to get more conversions. What we have found is that positioning chat properly on the website and using appropriate scripts can increase leads by getting contact information from people who may not have filled out a contact form otherwise.

It's more than that. We don't just force people into leads. For example, if someone is wanting to set a service appointment, we take them to the service appointment page rather than trying to collect their data and "claim" a lead.

While we do offer to forward info to the dealer we don’t try and send the dealer assistance situations, we handle them and therefore add value by providing true support. Many providers just submit the info to the dealer regardless instead of actually assisting the dealer.

Mike, we agree. That's why we cover chat 24/7 with out managed or backup services.

Comment by Mike Maggs on August 11, 2014 at 3:17pm

One thing that consumers find frustrating with chat is the off hours message that the operator is not available and will get back to you.  We can prove that a better way to accomplish immediate engagement is with the Get a Text Quote software, which automatically replies with the information the customer is looking for 24/7/365.  Traffic is driven to the dealer's CRM utilizing a very robust sales funnel.  The button is placed on the dealership's inventory page and the customer receives a text quote and all the vehicle's details sent right to their phones in seconds.  The dealership receives that lead in their CRM within minutes.

Comment by Michael Bilson on August 11, 2014 at 2:06pm

I would say the goal is to convert any visitor on the website into a conversation.  Having a Web Chat function simply allows a visitor to engage immediately if they so choose.

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