A new approach to digital marketing is helping two Volkswagen dealerships, in Utah and Missouri, generate significantly more website lead submissions in a way that is both more personal and more profitable.
The dealerships — Volkswagen SouthTowne in South Jordan, a suburb of Salt Lake City, and Volkswagen Lee's Summit in suburban Kansas City — are using websites designed by Dealer Inspire, of Naperville, Ill. The websites include a feature called Personalizer that enables repeat visitors to the dealerships' websites to pick up where they left off during their last visit, rather than making them retrace the oftentimes circuitous path they took before to find an offer in which they were interested, said Bryan Armstrong, e-commerce director for the two dealerships.
Jeff Davis is the dealer principal at VW Lee's Summit and the chief operations manager for both dealerships. Tom Watkins owns VW SouthTowne.
The upshot of the Personalizer effect? Dramatic increases in lead submissions and the time customers spend on the website, plus a significant drop in the "bounce rate," Armstrong said. A website visitor who leaves after viewing just one page counts as a "bounce."
"People generally are hesitant to submit their [contact] information online. They prefer to shop anonymously," he said. "So it's very interesting that once we made it easy for customers who've already visited the website to get back to the offer they were looking at when they left, our lead submissions shot up."