Understanding your market is key to running a successful car dealership. Owning your backyard then branching out is typically the strategy dealerships use to gain market share. But what if I told you there was a better way to understand your market by seeing how visitors interact with your website? With this understanding, you will not only be able to own your back yard, but your entire market. Sounds like a 1am infomercial pitch doesn’t it? In reality there is a solution for gaining valuable insights that will help you sell more cars!
But what is Google Analytics? Google Analytics is a platform where you are able to look at the who, what, when, where, and how of user interactions on your dealerships site. All you have to do is add a line of code to a page on your website and Google analytics will start collecting data that you can use to reach and smash those monthly sales goals. The best part: IT’S FREE! Let’s take a look at the questions analytics helps answer.
Understanding exactly who is interested in buying cars from your dealership is key to making sure your marketing mix and message is targeting the right people. Below are some snapshots of real dealership visitors and the kind of information Google Analytics provides.
Being able to see what your customers are looking at on your site is incredibly useful when developing an inbound marketing strategy as well as being able to see the success of past website promotions. Google Analytics keeps tabs on every page a person visits, the amount of times they visit, how long they stay on the page, and how often they bounce from a page.
TOP VISTED PAGES
Google Analytics collects information 24 hours a day, 7 days a week. If someone visits your site during breakfast. They will capture it. If someone is out at the bar drinking at 1am and looking at cars on your site, Google analytics will capture that too. You don’t have to turn it on and off, you set it and forget it. Say you want to check out who is on your site right now. This very second. Well Google allows you to also look at your traffic in real time!
REAL TIME OVERVIEW
This is one of the best sections of Google Analytics that will really hit home for you as a dealership. It’s the Geo location section. Not only does Google Analytics collect demographic data, but it also collects geographic data as well! Not sure where to place your next billboard? Not sure if you need to switch up your websites content to target geo-locations? Well this is the place to get that information. The best part of this feature is ability to drill down to country, state, and city!
GEO-LOCATION - COUNTRY
GEO-LOCATION – STATE
GEO-LOCATION – CITY
GEO-LOCATION – METRO
Understanding how visitors come to your site is the bread and butter of Google analytics. This allows you to see which digital channels and promotions are working (or not working) and allow you to make adjustments in ad spend and other resources. Let’s dive into the different Acquisitions Overviews to see what we can actually see!
Answering the WHO, WHAT, WHEN, WHERE, and HOWs are now at your fingertips with Google Analytics. Allowing you to make much better business decisions to improve your dealerships ROI and exceed your sales goals by selling more cars!
Put it in Drive:
Don’t have Google Analytics on your dealership’s website? Don’t know if your Google Analytics is setup correctly? Don’t know what actions to take with your current Google Analytics data? We can help take your dealership into FULLTHROTTLE! Contact Us today to find out how!
-Charles Bodner is a Digital PR Coordinator for FullThrottle. His background includes: SEO, Inbound Marketing, Marketing Research, Gorilla Marketing, and Grassroots Social Activism.