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Monitoring every click – The analytics of used car sales

Cambria Automobiles believes strongly in the importance of “digital presence” for marketing used cars. Ian Godbold, Cambria Automobiles' marketing and CRM director, emphasised the importance of dealerships having good websites, especially in an age where consumers visit up to 10 digital showrooms before ever setting foot in a physical one.

He said used car dealers did not spend enough time marketing cars online, and warned that mistakes, such as upside-down images or incorrect information, will put serious buyers off.

     See more images from the AM Used Car Market Conference 2014

“I have seen dealers upload an advert to the site, but not check it to see exactly what it looks like to consumers,” Godbold said.

Cambria’s website allows cars to be tracked, ensuring each ad is listed correctly, with at least 20 images and walk-around videos where possible. Each used car dealer also has access to a dashboard showing which adverts are the most popular and which vehicles are generating leads.

     Read more from the AM Used Car Market Conference 2014

“Every part of our website is tagged with Google Analytics,” said Godbold. Every ‘click’ is monitored to improve the site and increase conversions. For instance, Cambria noticed that consumers liked to print the page “so we made the button bigger and moved it further up the page”.

Consumer activity is also monitored – if someone is leaving the site before engaging a lead then there may be something wrong. “You wouldn’t let people walk on your physical forecourt and let them walk away, well that’s what may be happening on your website,” said Godbold.

He also highlighted the benefits of a postcode tracker, which is used to track what other models, if any, a consumer has been looking at on your website – giving you a huge advantage when making a sale.

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