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Ask Tory: How do can I market to my website visitors if they don’t fill out a form?

Tory Hornsby | 05/16/2019

Did you know that 80% of a powersports dealer’s website page views are of their in-stock inventory, 15% is their home page and 5% is all other pages combined?

There’s a lot to be done with this data, but I want to focus on where the majority of your traffic goes. Here’s why… 80% of your page views are of inventory, but only 2% of visitors fill out a lead form and become a lead. It’s really unbelievable if you think about it.

What’s happening to 78% of your website prospects?!

If you think they’re just wasting time kicking tires online, think again. People don’t waste time shopping for things they’re not interested in. When’s the last time you looked at performance hot rod parts on www.summitracing.com. For me it was recently, and I’ll buy from them (or Jeg’s Performance) in the near future. If you were browsing on Summit Racing’s website, you’re extremely likely to join me. 

Again, people don’t shop for things they’re not interested in, and when someone is on your website, there’s a desire or need and they’re likely to buy something in the near future. The question is, what can you do to increase the odds that it will be from your dealership instead of from a competitor?

A few years back, Harley-Davidson disclosed that their average customer had to have 29 impressions (or touches) before they bought. They defined these touches as a dealership visit, a website visit, direct mail, email, phone calls, online ads, when prospects engage on social media, etc. The best way to increase the likelihood of gaining business from the 78% of prospects who are browsing your inventory but leave without filling out a form is multiple touches. Stay on them and give them a real reason to respond. 

Wait a minute… if they leave your website without filling out a form, there’s no way to know who they are. How could you market to them?

This is where our Firestorm Onboarding system comes in. With this technology, we’re able to identify anonymous prospects on your website who were looking at inventory. Once identified, our system emails them a customizable related offer and we notify your team and provide scripts and training for salesperson follow-up.

Our Firestorm Email System and Sharp Shooter Campaigns greatly boost the results of the Onboarding System. Not only do they help to identify more prospects, they also increase the number of marketing touches, helping to get to that magic 29-touch number mentioned above.

It’s important to note that we can’t identify all 78% of these anonymous prospects. We can reveal a big portion of them, however. The number of Onboarded customers will range depending upon your data, including email list size, if you have a Firestorm Website, how many Sharp Shooter campaigns you’ve done, etc.

For a free analysis of your website’s page views vs. your number of unit leads, call 1-877-242-4472 and we’ll get it setup. Or, visit www.psmmarketing.com/powersports and click the “Onboarding” section for more information.

Right now is a great time to utilize a Sharp Shooter Campaign. We’ll generate lots of floor traffic, give you a list of leads for every department, and boost sales across the dealership. We have hundreds of themes available or can create something just for you. Don’t wait… it’s riding season and you have to make hay while the sun is shining.

- Tory

P.S. Want to submit YOUR question for “Ask Tory”? Just email your question to marketing@powersportsmarketing.com and let Tory know what question you’d like to have answered in a future issue of the UMM Newsletter.


PSM Marketing

825 Highway 74 South
Peachtree City, GA 30269
Tel: (877) 242-4472
Int: (770) 692-1750

 

Questions?