Website conversions can make your company’s goals a reality, but converting website visitors into leads can be more difficult than expected. We take an in-depth look at the secrets marketers use to increase website conversions which can ultimately lead to an increase in sales for your dealership. Check out 5 tips you can implement on your website today!
Conversion Rate Optimization
Conversion rate optimization is a marketing strategy that utilizes A/B testing to determine which variation performs better in terms of engagement, bounce rate and conversions. This is the best way to determine if your ideas will actually lead to more website conversions rather than just guessing.
Spend Time on Collecting & Analyzing Data
Collecting data on how your website persuades users to act or not to act can give you a lot of insight into your users’ experience and uncover huge wins. By digging into user behavior and collecting feedback you can run less tests and find huge wins. The key to successful CRO (conversion rate optimization) tests is understanding that testing is a measurement, but not a tool. Your data and feedback should be analyzed and then A/B testing is used to confirm your hypothesis which was built from data. Your CRO ideas should not be pulled out of thin air or used just because it worked for someone else.
Look at the big picture when developing your CRO tests, what drives visitors to your website? What persuades them to act by filling out a form or buying a product? Where and why are visitors abandoning your website? This should be the very first step before any change or test is completed.
Become Your Website User
Data is a powerful marketing tool when developing CRO test ideas, but a huge secret that marketers use to uncover the right test for your website user is empathy. By becoming your user, you can empathize with them and see the bigger picture rather than just looking at numbers. Use empathy to identify the pains, successes and goals of your user. To truly understand this, you must first immerse yourself and there are a few strategies that marketers use to do so.
Walk yourself through the whole buying cycle on your website and record your screen. By recording yourself you can see how you would navigate through the website and can identify areas that are confusing or any roadblocks that your user may be experiencing.
Another technique is to record your own users which is a great strategy because your own session may be a little biased. Record and view at least 200 sessions of users converting. Does this surprise you? You want to focus on where users are leaving, right? We recommend 200 sessions of converting because you are more likely to understand what needs to be fixed in these sessions. These committed users can help you to identify where people are stopping or pausing, showing you areas of confusion. Seeing your website through your users’ eyes will help you gain context to what your data is trying to tell you.
Persuasion is Key to Improve Conversions
Now that you have identified your users’ pains continue to focus on the context of the website. Think about the sessions that converted in your recordings. What was their ultimate goal? Your website’s purpose is to persuade the user to convert, so make sure that the information needed to submit a form or buy a product is there.
Next, identify where users are dropping off and provide hooks to encourage the user to complete the goal. You can do so, by referring to the flow graph in Google Analytics. This is a great tool that illustrates where users in your website funnel are dropping off.
Connect the “What” With The “Why”
The next step to increasing conversions is to analyze key pages and one of our favorite tools is a heat map. This eye-opening tool lets you see interaction and helps you connect the “what” and “why”. When analyzing your heat map, ask yourself; Where are my visitors interacting too much? Where do they seem lost?
Another great way to analyze your pages is by simply asking questions. Send your users a survey after they have converted and ask them what their main challenges are. What was the main factor that made them choose you? What are their major concerns? If you offer an incentive like a prize or percentage off the next purchase, make sure to ask them to be brutally honest. Manners do not matter here.
Read your survey responses and find the biggest objections and hooks. Here you can identify the biggest challenges and create a split test to fix these issues.
Build Commitment & Social Proof
The final step that needs to be taken to increase conversions is to build commitment. Give your users a reason to stay on the site and make sure the site isn’t scary. If your data is indicating your users are confused, try testing a simple and easy homepage design. Another way to encourage commitment is by looking at your forms. Is there an excessive number of fields? Think about how you can encourage the user to commit to your site and give them reasons why.
Social proof can also build commitment by helping a user feel comfortable and confident in their session or purchase. Have you been featured in a local newspaper or blog article? What are your customers saying about you? Find items that you can feature on your site that show users that you are a trusted vendor for many users in their area or across the country.
Kill Unnecessary Features & Content
The final step to building commitment is by killing features on your website. Yes, we know you spent a lot of time designing your website, but are there features on the site that no one is interacting with? Check your heat map and kill these features or content, if it doesn’t provide value to your user it is just taking up space.
Conversion rate optimization is a great way to increase your website’s conversion rate, but remember that the initial work needs to be done to uncover huge A/B testing wins. Become your user, find your users’ pains, connect the what with the “why” and look at the bigger picture. By taking action on these tips above you are one step closer to increasing your website conversions, leads and ultimately sales.
If you’re interested in starting the conversation about how conversion rate optimization tests can improve your user’s website experience, let’s talk.
Guest Post-How to Get the Bubbles Out of Car Window Tint
What You’ll Need:
Firm plastic card (like a credit card or shoppers card)
A lot of car enthusiasts like to have window tint applied to their windows as an aftermarket addition. A typical issue that many have is bubbling as air gets trapped under the film when it’s applied. It seems impossible to remove them unless you remove the tint itself and start from scratch, hoping to get a better application. However, with a few simple items and some time, you can remove the pockets of air trapped in your car window tint without starting over. Step 1 – Pick a Sunny Day In order to be able to work on the car window tint easily and without potentially damaging it, it is important to make the adhesive pliable. Pick a day when there will be a lot of sun with temperatures in at least the mid 70s Fahrenheit. Move your car to an area that gets a lot of sun and let it sit outside for at least two hours. This will allow the adhesive to weaken enough so that you can play around with it. You could use a hair dryer if you cannot find a suitable location or enough sun. Step 2 – Loosen the Adhesive A car drenched in sun helps to make the tint film easier to move and replace without losing the sticking quality of the adhesive. However, you will still need the adhesive to weaken its grip a little more. To do this, you want to moisten the car window tint using the fine mist setting on a spray bottle. You do not want to soak the window tint. The cold from the water will interact with the heat from the sun to make the adhesive on the car window tint very malleable. Step 3 – Attacking the Air Bubbles Using the safety pin; go to each air bubble and pop it. Make a hole that is very small and do not tear the car window tint. A quick poke through the film at a very straight line will do the trick. Sometimes you will have clusters of air bubbles. In these circumstances you want to pop each bubble. It is possible that the car window tint will dry prior to you finishing, so if this is the case, just moisten the tint again and continue. Step 4 – Removing the Air Bubbles The tiny holes serve as a way for the air that is trapped to escape. Because they are so small, when you remove the pockets of air, the car window tint will effectively close these holes. You want to smooth the car window tint out in order to push the air from it. Slide a stiff piece of plastic held at a 45-degree angle over the bubbles with medium pressure and long, smooth, slow strokes. Too much pressure could tear the car window tint so be careful. Moisten the tint as needed but remember to not drench it.
If you own a car or home, it’s pretty likely that you’ve dealt closely with gasoline. Whether you’ve had a spill while fueling up your car at a station or while preparing to mow your lawn, you know how intoxicating the stench of gas can be. When soaked into fabrics such as car upholstery or clothing, the smell can be not only overpowering, but also dangerous.
When simple soap and water doesn’t remove the scent of gasoline, don’t give up and allow yourself to breathe in lingering fumes. Try these simple tricks to remove the odor completely. Each of these solutions is as effective as the others, however you will have to decide which will be best for you depending on the area of the odor as well as your preference in cleaning supplies and products.
If you were recently working with gasoline, you could have residual odor left on you. If the gas smell is on your body, no amount of conditioning a room will help if you’re still standing in it. Luckily you can remove the odor pretty easily so that your friends and family don’t suffer from your smell
First, mix a bit of vanilla with water and dip a rag in the mixture. Then rub or wash areas of your body where the gasoline has spilled. You could also use a mixture of water and vinegar or of water and lemon.
Once you have rubbed and washed it off with a rag you will want to take a shower. This will allow you to get the smell of lemon, vinegar or vanilla off of you.
WARNING: Keep in mind that unlike many DIY solutions you brew up, this one is being applied directly to your skin. When choosing ingredients for your solution, be mindful of things like allergies and skin sensitivities. Also consider any open wounds you may have, as lemon and vinegar can irritate and sting. Vanilla is probably the best mixture to use to avoid any irritation on cuts.
Removing Smell from Your Car
Gasoline spills in the car are unfortunately common, especially when you are transporting gas cans. A healthy spritz of Febreeze is a good first choice to cover up the smell, but it won’t remove the spill.
To remove as much gasoline as possible, try a mixture of baking soda, white vinegar, and hot water. Mix everything in a bowl and use a rag to gently wipe off the seats or rugs in the car that smell.
Removing Smell from Your Carpet
Finally, if the smell of gasoline is lingering in your carpet, you will want to be careful about what you use to clean it up. The best thing to do is to gather two mixing bowls, a few clean rags, hot water, baking soda, a wet/dry vacuum, and vinegar.
Use one rag to soak up any residual liquid in the area where the spill occurred. Then, in one bowl, mix a little hot water with vinegar, and in the other bowl, mix hot water with baking soda into a paste-like consistency.
Apply the vinegar and water solution to the area of the carpet that has the odor on it. Use the vacuum or a rag to soak and clean up the affected area. Then cover the area with the baking soda and water mixture. Use the vacuum or a rag again to wipe off and clean the spot. Then use hot water to clean the area and allow it to dry freely.
For years, the National (then later the International) Autobody Congress and Exposition, better known simply as NACE—later combined with the Congress of Automotive Repair and Service, better known simply as CARS—had been the premier trade show for the collision industry.
Driven by its sponsoring organization, the Automotive Service Association(ASA), the NACE show saw terrific growth in its early years, then fell into a long decline.
There will be no NACE show for 2019. So what happened?
Founding and Growth
Sponsored by the then-premier automotive repair organizations of their time, the Independent Automotive Service Association and the Automotive Service Councils, the first NACE show was held in November 1983 at the Opryland Hotel in Nashville, TN. Prior to this time, there had been a number of small, regional shows sponsored by local auto body associations, but this was the first show of its kind on a national scale. The first show proved popular and exceeded expectations.
NACE came along at precisely the right time in the evolution of the industry. In the summer of 1983, a spot survey of shops conducted by the trade media asked how many had attended a national or local trade show. Close to 80 percent had recently been to a trade show, and over 90 percent had been to one in the past two years. Those who did attend said they wanted to look at the latest equipment and keep up on repair techniques and trends. Those who didn’t attend claimed there were no shows in their area, or they just didn’t have time to go—being so busy just to stay afloat. The first show saw 171 exhibitor booths and about 1,500 attendees.
Reaching Its Peak
In the early ‘80s, shops were on a buying frenzy securing new equipment to work on the new unibody cars. A trade show was the ideal place to see the equipment, talk with manufacturer reps and network with other shop owners.
Only two years later, in 1985, NACE attendees exceeded 4,000. In 1986, attendance exceeded 6,200, and by 1988, attendance broke 10,000. The last show of the decade saw more than 15,000 attendees.
In this video, you will see how to process a refund through 360 Payments. If you would like to know more about the 100% integration we have with 360 Payments, you can go to www.winworks.com/get360
“360 Payments has a tremendous track record of helping entrepreneurs streamline their payment processing systems and giving them the resources they need to grow and succeed,” said Kevin Folsom, Winworks’ CEO. “We are partnering with Winworks to join the epicenter of technology and innovation and to continue to create more opportunities to support entrepreneurs and businesses in the auto industry,” explains 360 Payments co-CEO Steve Ciabattoni.
360 Payments has partnered with Winworks to carry out a broader entrepreneur initiative throughout the United States. “We could not be more pleased to be a part of the Winworks network,” explains Steve Ciabattoni. “We were seeking a partner who we felt was a leader in innovation and who has A-quality connections, and Winworks topped the list.” The partnership will include a guarantee from 360 to meet or beat a dealership’s current pricing, a free credit card processing machine (a $300 value), and an integrated payments system that reduces mistakes and speeds up the checkout process. Small to mid-sized auto repair business across the country will benefit from increased efficiency and significant cost savings. 360’s simple API allows Winworks to offer seamless integration into its shop management software while ensuring security and PCI compliance. 360’s vision is that every auto shop in the Winworks family has the knowledge, the requisite support, and the resources to realize their full sales potential.
“We are thrilled to welcome 360 Payments to our team,” said Kevin Folsom. “Through this collaboration, 360 Payments and Winworks are at the forefront of innovation development and the continued expansion of a more streamlined point of sale experience across the auto industry. This partnership makes sense on a lot of levels.”
How to Choose the best Credit Card Processor for an auto repair shop as told by our friends at 360 Payments- If you want to know more about 360 Payments go to www.winworks.com/get360
At 360 Payments, we work with hundreds of auto repair shops all across the country. As we visit new shops and meet their owners, we’ve noticed some troubling trends in the way the auto repair industry accepts credit cards. Specifically, we’ve noticed that shop owners are often focusing on the wrong metrics as they try to determine whether or not they’re getting a good deal. In this post we’ll explain our top three tips to help you choose the best credit card processor for an auto repair shop.
1. It’s Not Always About the Money
We see so many shop owners so focused on getting the lowest rate that they don’t see what they’re giving up to get it. Sure, having a low rate is great – you should never work with a credit card processor who you feel is overcharging you – but there is much more to consider. First and foremost, what kind of service are you getting? If your terminal goes on the fritz at the end of the day when dozens of people are trying to pick up their cars, will anyone answer the phone when you call? Will they be able to get you up and running again or will you be transferred in a seemingly endless loop as the line grows ever longer? Be willing to pay a few extra dollars for peace of mind. You never know when you’ll need it, but when you do you’ll be glad you have it.
2. Make Sure You’re Protected
Another tip when you’re shopping for the best credit card processor for an auto repair shop is to ask detailed questions about fraud protection and chargeback support. Scammers are getting more sophisticated every day, and you need a processor on your side who’s going to help you sort everything out if you are a victim. Chargebacks can also really set you back, even if you lose only one or two. Once a chargeback is filed a clock starts ticking. You must respond within the timeframe specified in the notice or lose the chargeback outright! Look for a processor who is willing and able to help you gather the correct documentation, organize it properly, and meet the deadline. If your processor isn’t able to help you with this, it’s not worth saving a few dollars on your monthly processing statement. You’ll lose hundreds of dollars in lost chargebacks if you do.
3. Pay Attention to the Right Pricing Metrics
Too often we see auto shop owners zeroing in on the transaction fee and trying to get that number to be as low as possible. While you certainly do want a low transaction fee, you should pay more attention to the percentage fees. Check your statement to make sure you’re on interchange plus pricing, and reach out to your processor if you’re not sure. Whatever you do, don’t sign up for tiered pricing. This type of processing is not advantageous for auto repair shops where most tickets are $100 or more. Interchange plus pricing means the true costs of processing are passed on to you, plus a small markup that your processing keeps. It’s the clearest and most transparent form of pricing out there.
Find a Processor Who Does All Three
If you’re trying to choose the best credit card processor for an auto repair shop, we’d love for you to consider 360 Payments. We have outstanding customer service, expert help for chargebacks and fraud concerns, and excellent pricing. Give us a call at 1-855-360-0360 or drop us a line on our website. We’d love to show you what sets us apart from other processors.
PS – If your business doesn’t accept credit cards yet, here’s why you should change that today.
PPS – Does your business process recurring payments? If not, you need to read this