How to improve dealership website conversion

What to check before you decide

Speed matters as much. A page that loads slowly on a phone loses people before they see anything.

Test your key pages on a mid-range phone over a cellular connection. Remove scripts and widgets that do not earn their weight, and check what each one adds to the load.

Make sure leads arrive. Submit a test lead from every form and from chat.

Confirm it reaches the CRM with its source, within seconds, and that a person replies. Call every number on the site.

A conversion problem is sometimes a delivery problem.

Then improve one thing at a time. Change the form, the photo order or the call button, run it for a few weeks, and compare leads per hundred visits.

Watch appointments and sales from web leads, not only form counts. Keep a log so the next person knows what was tried.

Watch real visitors. Use a session recording or simply ask five customers to find and inquire about a car on their phone while you watch.

You will see the confusing button, the slow form and the missing price within minutes. Fix the top three problems before changing anything else.

Keep in mind that shoppers compare your page with marketplace listings that load fast and show many photos, so if your own vehicle pages are slower, thinner or harder to use than the listing site that sent the shopper, you are teaching people that the marketplace is the better place to ask.