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Autobytel’s Closing Ratio Hits All Time High!
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| Diverse Marketing Mix and Tight Demands on Affiliates Play Significant Role in Rise |
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| Updated |
Jul 7, 2004 21:20:21 |
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 214 ( -26 -12.14% ) | | Author | Staff |
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Description:
Autobytel has long been noted for its success in generating the largest volume of qualified car buying customers for its dealer network. A continued rise in dealer closing ratios is a result of the vigilance Autobytel applies to all its customer generation programs, while the volume of its customers (an average of 7 million visitors a month) is a testament to the company's innovative marketing strategy.
Autobytel's marketing mix reaches both online and offline auto shoppers and is regularly adjusted to deliver qualified buyers to dealers in the most cost-effective manner. “Our experience has taught us that flexibility, diversity and quality are the cornerstones of successful Internet marketing,” said Andrew Donchak, Autobytel EVP and chief marketing officer. “To stay ahead of the curve, Internet marketers must remain nimble and adaptable when making media choices."
A Mix of Tradition and Innovation
Autobytel's offline media mix can, at any given point, include traditional media such as cable television and radio advertising campaigns. “We are currently testing a commercial on cable with a “direct call to action” in several markets and are very pleased with the results,” said Donchak.
Examples of Autobytel's less traditional customer sourcing include a targeted online newsletter, requested by approximately four and a half million car shoppers every month; and Vehicle Information Reports, a source of highly qualified Purchase Requests, downloaded from the Autobytel websites by over 60,000 consumers every month.
But, perhaps the company's most exciting current marketing initiative is its proprietary search engine technology, which has resulted in Autobytel having more pages “indexed” - or listed - with the highly popular Google search engine than any other automotive site. “You must have a search engine strategy to be successful on today's Web,” said Donchak. “Many of today's car-buyers are 'googling' their way to Autobytel.”
Strict Criteria for Affiliates
In addition, Autobytel has marketing alliances with some of the best-known and most-trafficked sites on the Internet, including Yahoo! Autos, Edmunds.com, and Kelly Blue Book.com, and partners with numerous boutique sites dedicated to car shopping enthusiasts. According to Donchak, Autobytel chooses affiliates based on a strict set of criteria, rating them on reputation, purpose of site, Purchase Request process and potential closing ratios. This key step means that Autobytel dealers spend less time gathering data and more time making sales. The affiliate sites also adopt Autobytel's “Serious Buyer” language. Performance is evaluated on a daily basis, with bonuses awarded for high closing ratios, and purging for those that fail to meet Autobytel's standards. “We eliminate approximately 15% of affiliate leads and have been forced to terminate relationships with consistent poor performers,” said Donchak. |
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