The conversion rate of a dealership’s website is the most commonly used metric to measure the success of a website’s success at generating leads.  Conversion rates are usually expressed as the percentage of traffic that submits a lead to your website.  Obviously, the higher the conversion rate, the better it is for your auto dealership.

Most analytics tools calculate conversion rate information, but they don’t tell you how to work on increasing your conversion rate.  Here are a few things you should do to increase your conversion rates:

The Look:  This depends, mainly, on your website provider.  Sites that are too busy, too colorful, or just unappealing to viewer’s eyes will prompt a quick click off of the page.  Make sure that your website looks clean, nice, and un-offensive.

The Content: It’s important that your website contains valuable information.  For auto dealers, this typically means that your inventory descriptions are worthwhile and complete.  It could also mean that you have a blog that offers information that car buyers can actually use.  Don’t just stuff keywords into your dealership site; make sure the content is worth reading.

Ability to Navigate: This often goes hand in hand with website design.  If a visitor can’t easily determine how to find the information they are looking for, they’ll click to another dealer website.  Make sure your navigation bar is clear and that the most important sub-pages can be reached with just one click from your home page.

Technical Issues:  Your website should be built so that the majority of web users can view all components.  If someone has to download a program to view something, chances are they’ll click off.  The same goes for pages that don’t load quickly enough, or not at all.

Make sure that your dealership website has valuable content, looks appealing, loads properly and is easy to use.  Work with your auto dealer website provider to ensure that your site is properly set up to increase your conversion rates.

On Thursday, I’ll write about how to use your marketing efforts to increase your website conversion rate.