Service Appointment Page Conversions
How Conversion Rate Effects Appointment Volume
In automotive, the majority of the decision making process is entirely digital. Whether it’s planning to buy a new car or deciding it’s time to schedule service, most of the customers planning process happens online. This means page conversion rates play a large role in a dealer’s monthly service and maintenance appointment volume or total number of sales leads.
What is Conversion Rate?
Why Conversion Rate is Important
1. Conversion Rate Helps Predict Appointment Volume
2. Bad Rates Can Imply a Difficult Customer Process
In digital marketing, the worst possible thing you can do is ask a potential customer to walk away from their computer or phone the moment they are about to convert.
3. Better Conversion Rates Save you Money
Many Service Managers who have tried marketing their dealership have had the same experience. They spend marketing dollars on advertising that drives a ton of click traffic, but find it near impossible to determine which clicks become service appointments. Even worse, they finish a campaign and realize their marketing team can’t even tell them if the campaign was successful.
Sending traffic to a ‘Schedule Service’ page is only as strong as the appointment leads that come out of the funnel. It’s common to see a dealer work with an agency who highlights how much “web traffic” they drove to a page, but never show how many appointments this traffic actually created.
