What is a conversion?
A website conversion is the most important aspect of your internet marketing. It means getting your customers to take an action – a phone call, form submission, newsletter sign up, coupon click, etc. The most important conversions are ones that bring you business. In the automotive industry, the conversions that bring you business are phone calls and appointment requests.
How do you prompt conversions?
It’s important to focus on these actions on your website, social media pages, in your newsletter and any other form of marketing communication. Through calls-to-action, your website can prompt website visitors to take a specific action. A call-to-action (CTA) is an image or line of text that prompts your website visitor to take a specific action (e.g. click here, call today, schedule online, etc.). Social media content and newsletters can include CTAs for scheduling online or downloading a coupon.
How do you track conversions?
There are many ways you can track website conversions depending on your conversion goals. We know that your auto repair, auto body and transmission shops are most concerned with phone calls and appointment requests, both of which can be tracked in the Autobahn. Utilize phone tracking software to record incoming calls, see which marketing programs are driving the most phone calls, and whether or not your Service Advisors are sealing the deal.
Keyword Tracking: A new level of detail
We recently announced a call tracking upgrade that allows you to better track which marketing programs are driving the most calls and how your dollars are providing you value. With this upgrade, we can track each visitor and how they found you: Google AdWords, organic, referral pages, direct, etc. From there, we can look at conversions based on marketing program, further optimize your marketing campaigns and produce even better results!