Your Daily Operations Magazine
Search Close Menu

Dealer Ops

Effectively Utilizing Incentives To Capture Leads

Offering an incentive on your dealership Web site works effectively for many reasons. It drives traffic to your site, improves lead conversion and increases repeat business. However, the main reason incentives work is basic human nature; we like receiving free things. For the majority of consumers, the Internet is a place to find free information, download free music and register for free products and services. Offering simple things can build trust, loyalty and entice visitors to return.

Successful e-dealers are capitalizing on this concept by using special offers to increase lead conversion, phone-ups and appointments by over 100 percent. Although offering an incentive on your site appears to be a simple, cost effective and profitable way to capture more leads, it actually requires a considerable amount of testing, creativity and innovative technology to be effective. Substandard results will occur if your special offer is not displayed in a highly visible location on your site, or the perceived value of your offer may not be enticing enough to motivate your customers to take action.
An extremely effective method of capturing a large volume of leads is to use a pop-under certificate to offer a cash discount to your visitors in return for their contact information. A pop-under certificate is a coupon that appears behind your home page and is designed to target visitors who are about to leave your site. Even though this is a relatively common technique, it has proven to be a great method to capture leads. Since many dealers currently using these coupons are experiencing a decline in lead volume due to pop-up blockers, it is important to search for tool that is pop-up blocker resistant.
 
Another priority would be a tool that allows you to offer multiple discounts to further qualify your leads. A great offer might be offering a $250 discount on any new or used vehicles in return for the contact information of the shopper. Then immediately offer your shopper the chance to “increase their savings” or to “double their discount” if they agree to schedule a test drive on a specific date and time. The additional discount will increase appointment show rates and entice customers to present their certificates to you upon arrival to the dealership. Your incentive amounts may vary from month to month and should be based upon your store goals and what your local competition is offering.
 
Vol 2, Issue 10
0 Comments

News

Zotye Builds US Marketing Team

Zotye USA has appointed two VPs to its marketing department. The move signals a new phase in the...

Chinese automaker Zotye announced has appointed Jan Thompson and Susan Bland Norton to VP positions on its Southern California marketing team.

Dealer Job Finder

See more

Photo

Back on Track: 2020 Toyota Supra

Pricing for the 2020 Toyota Supra starts at $49,990 for the base 3.0 model and $53,990 for 3.0...

The Toyota Supra returns to U.S. dealerships in mid-2019 after a 21-year absence, evoking nostalgia for a lineage of racers that stretches back to the 1967 2000 GT.

Article

Is It Time to Sell My Dealership?

A healthy economy and sustained levels of M&A activity are forcing U.S. auto dealers to ponder...

Former dealer opens up about the sale of his auto group and urges colleagues to consider the transactional demands of a sale and the emotional impact of unwinding yourself from the business you have built.