You need a Link Checker! Like, yesterday!
A what, you ask? A Link Checker, I say. Somebody in your dealership whose job duties include checking every link on your dealership homepage to ensure when a customer clicks on a link, it transfers them to an appropriate page on your site. It’s ridiculous you would spend hundreds of dollars a month on your website and not have a Link Checker. It’s like if you hired somebody to stand on your showroom floor and asked them to provide absolutely no information when prompted by a consumer.
“Hi, I just saw that really cool new unit you have by the front window there. Is that the stock version of it?”
“I’m sorry. Did you not hear me?”
That’s exactly what happens when you place an attractive banner ad on your homepage rotator and not provide an appropriate link. If this online setup is done correctly, I as the consumer see that banner ad, click on it and then I’m sent to a page with more information on that promotion or unit. That can provide you with a lead. But it only happens if that banner ad has a link. That scenario won’t happen routinely if you don’t have a Link Checker! That is somebody at the dealership (from any department!) who goes on to your homepage and clicks on every single rotator ad and OEM promotional ad to ensure the links are appropriately set up.
If you don’t have a Link Checker, then you are likely losing hundreds of customers to bounces. What’s a bounce? It’s when a customer comes to your homepage and then eventually leaves without doing any more shopping (ie, clicking). It’s a lost opportunity. And it happens a lot – up to a third of the time in our industry. Why lose a third of your online shoppers when you can reduce that number with a Link Checker? Once you identify that person, make sure they touch base with your web provider so they know two things: 1) how to create a link on your site; and 2) where is the best place to link specific promotions and/or units inside your site. The Link Checker – how did you exist in our digital world without one?