The Top 5 (Simplified!) Analytics to Track for Your Dealership Website

07/13/2017 7:05pm

Written by: Lauren McLean, Dealer Spike

Lake Oswego, OR (July 13, 2017) – For most of us, it can be a little intimidating to look at the stats and analytics associated with your website’s performance. As helpful and insightful as this data can be, the process of trying to interpret and understand it all – and then apply that knowledge – can be downright daunting.

There are a handful of key web analytics that are especially important to track, and they can be easier to understand than you might think. Here are the top five types of web analytics that you should pay attention to, and how you can apply them:

  1. Device Type
    • This tells you how a website visitor got to your site – typically on a desktop computer, tablet, or smartphone. This is important because you want to offer visitors a positive user experience on your website. For example, you may have a lot of visitors that come to your site on a mobile device, but that could be a problem if your site isn’t responsive and/or optimized for mobile.
    • You can also see the average time spent on your site per device and the types of actions those mobile and non-mobile users took. If the results for mobile are not so great, that could be your cue to upgrade your website to a responsive platform so that mobile users will have no issues accessing it.
  2. Traffic Sources
    • There are four main ways that visitors arrive at your site: Direct Entry (a visitor typed in your website address); Search Engine (visitor clicked on your website from a search result link); Website Referral (visitor clicked to your site from another site); or Campaign (the visitor found you through a marketing campaign you were running, such as an e-newsletter or social media ad).
    • Easily track which sources are bringing the most traffic to your website, and determine which avenues are worth investing in.
  3. Site Search Keywords
    • This tells you the words or phrases someone typed into a search engine to find your website. You want to make sure that the keywords in your site’s content match the purpose of your site and the intent of those searching for a dealership like yours online.
    • Avoid “keyword stuffing,” or adding a bunch of unrelated/overused keywords to attract clicks. This will end up getting flagged by search engines and negatively affecting your web traffic over time. The sweet spot is to find the keywords that match your website content and match the keywords your potential customers are commonly searching.
  4. Conversion Rate
    • When a visitor performs an action on your site, like submitting a lead, that’s considered to be a conversion. Conversion Rate is the percentage of online visitors who take a desired action.
    • A low conversion rate tells you a lot about how well your website is performing, and you can see how the rate changes as you experiment with different elements of your site. For example, your call-to- action buttons might be too small, so your website visitors aren’t noticing them and submitting a lead. See what works and what doesn’t, and switch things up to improve your conversion rate.
  5. Visits Summary
    • Last but not least – the Visits Summary shows you the whole picture. You can see the busiest times and days for activity on your website, what kind of activity takes place on specific pages of your website, and more. It’s an overview of how the site is performing.
    • Things to note: Unique Visitors tells you how many new Internet users are coming to your site each day. Actions Per Visit shows how much activity is taking place on a user-to- user basis, such as number of clicks before leaving the site. Bounce Rate tells you how many people are leaving your site without clicking on anything – the scenario you most want to avoid.
    • This is a great resource to look at and monitor on a daily basis. It is especially helpful if you’re just starting out with web analytics and want to dial in on the basics.

Although it can be overwhelming, it’s so important to pay attention to your website’s performance and adjust as necessary. Your dealership website is your online showroom, and it can make or break a sale for your business. It’s worth the investment to be sure that your site is optimized for results, and to continually monitor your website data for the best possible site performance.

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