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.
