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Car Dealer Marketing  >  Auto Dealer Sales Tools  >  Dealer Website Conversion  >  Incentive

An incentive is defined as a positive motivational influence [ WordNet]. For an auto dealership, an incentive is offered in exchange for a lead’s personal information. With over 90% of auto buyers turning to the web to research their next purchase, finding out who they are and what they’re searching for is key to becoming their dealership of choice.

With Incentive Web Tools, a dealership can easily put incentive offers into place. It’s important to consider the pull of an incentive. It appeals to people’s desire to get a little something extra or something “free” in addition to doing business with someone. The Internet delivers a lot of free stuff and consumers have become accustomed to benefitting from those offers. In order to maximize your return on incentive, here are a few things to consider:

1. Make sure it displays in a highly visible place.
2. Pop-up resistant technology can help you fight pop-up blockers.
3. A Pop-under (window that displays as the website visitor leaves) can capture leads by making them reconsider before leaving.
4. Offering a progression of incentives can increase lead conversions.
We've gained as many as 80 leads per month -- this product has immediately become our single largest lead generator!

-- Ed Lewis, Freysinger

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• Offer one incentive for initial lead information.
• Offer additional incentive (like doubling the offer) for setting a test drive appointment.
5. Test your incentives to make sure they’re enticing to your lead pool
6. Vary your offers, depending on what your local competition is offering – examples:
• Cash – test the amounts
• Service – 6 free oil changes
• Enhancements – Free Window tinting
• Economic – Free gas card for a specific amount – look at the economy and how it may be impacting auto owners.

The possibilities are endless, but without incentives, you’ll be missing capturing additional leads that could add significant revenues to your Internet Departments accomplishments.