Since 2012 Automark Solutions LLC has been optimizing auto dealer websites for lead generation utilizing a series of plug-in conversion tools. During this time however, FCA dealers were unable to utilize these tools on approved Dealer.com websites because Automark was not an approved vendor/partner. In July of 2015 FCA Digital approved a test designed to validate, or disprove, the ability of Automark's plug-in converters to improve visitor-to-lead conversion rates on the FCAD website platform. The study was conducted during the fourth quarter of 2015 (Oct. 1- Dec 31) and included five (5) FCA dealers located in three (3) different business centers. This case study summarizes the results of that test.
The objective of the pilot program was to validate, or disprove, the ability of Automark Solutions' converters to increase the quantity of new vehicle leads generated from the existing FCA Dealer.com website platform without compromising on the quality (Close Rate) of those leads.
Quantity- If successful, the test would provide empirical evidence that Automark Solutions' converters could deliver incremental leads from existing FCA Dealer.com websites.
Quality- If successful, the test would provide empirical evidence that Automark Solutions' converters could deliver incremental lead volume which purchased at similar rates as the existing FCA Dealer.com websites.
Automark Solutions provided copies of every lead generated from its converters to FCA Digital. Each record included: first and last name, phone number, email address, zip code and converter used to generate the lead.
FCA Digital was able to successfully match 645 New Vehicle leads generated during the test period to 490 unique consumer households and cross-reference those against reported sales. This process allowed them to conclusively determine the Close Rate.
Automark Solutions provided Dealer.com the script codes necessary to have the following converters added to the existing website platform.