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OneCommand Launches Tool to Track Web Traffic

May 12, 2009

CINCINNATI — OneCommand, which offers automated, multi-channel marketing, today announced the launch of Web Track, an online window into how automotive customers behave on dealership Websites and search engines.

The product makes it easy and cost-effective for dealers to view and analyze consumer website traffic patterns, to make critical search engine marketing (SEM) decisions, to more specifically understand – in real time – their customers’ needs, and, ultimately, to increase the conversion of website traffic into sales.

“In a climate of constrained budgets, it has never been more important for dealers to have the tools that enable them to not only make cost-effective marketing decisions that achieve results, but to interact with their prospects more effectively,” said Mike Martinez, executive vice president of product and strategy with OneCommand. “Web Track provides a clear picture of what is motivating customers to act and convert, and for the first time can keep dealers completely in-the-know when it comes to what’s working and what’s not with their online presence.”

Because most Web shoppers opt to call the dealership instead of submitting an online lead form, providing the optimal Web environment to generate those calls – and having the data to respond to those calls in the most effective way possible – is critical. By placing a dynamic, toll-free number that is unique to each Website visitor on each page of the dealership website, Web Track makes it possible for dealers to analyze what pages are driving those calls, as well as providing visibility into the key words, search engines and customer needs that led to the call.

Designed to decrease online marketing costs, while increasing lead generation, online advertising effectiveness, speed of sales cycle and results visibility, Web Track’s user-friendly interface system, has been tested and proven with select dealers across the country are has already produced dramatic results.

“Our conversion rate with Web Track has doubled,” reported Tom Buis of Showcase Honda in Phoenix. “Before Web Track, we really had no understanding of how people were getting to our site or what was motivating them to take action – whether they were calling the store or initiating a chat session. The insight we’ve gained has helped us to put our budget behind the search terms driving the most action!”

“Web Track has shortened our sales cycle and increased our customer satisfaction tremendously by providing the intelligence we needed to more effectively follow up with our web leads,” said Charlie Evans of Vandergriff Honda in Arlington, Texas. “In addition, the analytics help us to see precisely how the customer got to us and where their interest was on our site. Being able to see what search terms they used to find us better prepares our staff for the phone conversation. I can’t imagine operating without it!”

With Web Track a dynamic, toll-free number, unique to each visitor, as well as a uniquely identifiable LiveChat session is embedded on every Website page. When the consumer calls the toll-free number or engages in LiveChat, Web Track’s analytics tool is activated to provide visibility into that customer’s actions immediately, before and during his/her time on the dealership Website – including Web pages visited, and the search engine and keywords that led that customer to the dealership site.

Web Track’s reporting and analytics tool includes:

• Real-time reporting as the dealer interacts with a customer to provide insight into what specific vehicles and features that customer is interested in, depending on keywords used or Web pages visited.

• Comprehensive traffic analysis that pinpoints the most effective key words and search engines for driving consumers to make that critically important call to the dealership.

• Assessment of the effectiveness of each dealership web page so dealers can optimize their Websites for the most effective lead generation.

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