Boost Your Lead Quality Through Lead Attribution
A beautiful, informative website is important to your dealership’s success for many reasons.
Overall, your website serves as an online destination for shoppers to discover your dealership easily and learn more about your inventory and services.
A primary purpose of your website is to drive online leads from the internet to your dealership. Websites are one of the main outlets to generate online leads through filling out lead forms on inventory listings or on general locations such as your Contact page. One of the top priorities of your digital strategy should be to generate leads through your website.
Discover the Source of Your Website Leads
Generating leads through your website is crucial, but it doesn’t end there. In order to most effectively manage your leads, you should employ Lead Attribution to trace the origin of each lead. Essentially, you should be able to identify the reason a website visitor chose to submit a lead form.
One great way to understand lead sources is to offer variety in your lead forms. When prospects visit your website, they should have a variety of options to submit a lead form. First, this gives visitors the experience of a more exclusive shopping experience. Second, it helps you understand your visitors’ intentions. For example, submitting a general “Contact Us” form is a great way to ask general questions about the types of units in stock, while submitting a “Schedule Demo” form indicates the shopper is much more serious in making a purchase. Both of these leads are valuable and require your attention, but they each need a different approach.
Understand the Type & Frequency of Online Leads
As a business professional, it’s valuable for you to know what kinds of leads are contacting your dealership ー and how often. If you see that your financing forms are generating a great chunk of your leads, you may consider assigning those leads to your accounting/finance department instead of to your sales team so that your prospects can receive a quick solution to their inquiries. This also frees up the sales team to engage with leads that are deeper in the sales funnel and closer to making a buying decision.
Track Lead Generation Through Your Paid Ads
Lead Attribution is relevant even before shoppers visit your website. By incorporating Search Engine Marketing (SEM) in your lead generation plan, you can enhance your digital ROI significantly. Many dealers have concerns about running paid ads and maintaining a monthly ad spend budget without knowing the ROI of their efforts. Lead Attribution allows you to filter leads that submitted a lead form after clicking on a digital ad for your website. Having tangible evidence of how a lead came to land on your website allows you to allocate marketing funds to the digital channels that are producing the most traffic.
Generating sales leads through your website is the core purpose of having a digital presence. However, in order to properly funnel each lead through the buying journey, it’s important to organize and track your lead sources. Lead Attribution helps you better understand the intention of each lead and assign the proper approach to help shoppers find what they need and progress smoothly to the purchase stage.
Lead Attribution helps your team operate at their highest level. For more tips to optimize your Lead Attribution strategy, connect with Dealer Spike today.