Essential metrics every dealership should track on their website

How can I track my dealership website performance? 

When customers research models, schedule a service appointment, or apply for financing, your website is the gateway to those conversions. But how can you track your dealership website performance? Tracking the right metrics can help you understand how to optimize your website for more sales and leads. At DealerFire, a leading dealership website provider and part of Solera, we empower dealerships with advanced website solutions and SEO services. Let’s explore the essential metrics every dealership should track on their website to stay competitive and maximize ROI. 

Key Website Metrics for Dealerships 

Page Traffic

Page traffic refers to the number of visitors viewing specific pages on your website. For dealerships, tracking high-traffic pages like inventory listings, special offers, and service appointment pages can reveal which areas of your website resonate most with your audience. 

• High traffic indicates interest, helping you identify popular models or services. 
• Pages with low traffic may need better SEO optimization or more engaging content. 

Pro tip: Use tools like Google Analytics or enlist an SEO professional from DealerFire to identify which pages need attention. 

Bounce Rate

Bounce rate measures the percentage of visitors who leave your website after viewing only one page. A high bounce rate might indicate that visitors aren’t finding what they need or your page load times are too slow. 

• A high bounce rate could mean poorly designed pages, irrelevant content, or misleading ads. 
• Lowering your bounce rate can improve engagement and conversion rates. 

Time on Page

This metric tells you how long visitors stay on a given page. It’s a strong indicator of how engaging or useful your content is to your audience. 

• Longer time on pages like vehicle descriptions or blog posts often indicates meaningful engagement. 
• Shorter time on pages may suggest that your content isn’t meeting user expectations. 

Conversion Rate

Your website’s conversion rate measures the percentage of visitors who complete a desired action, such as submitting a lead form, scheduling a test drive, or calling your dealership. 

• Tracking conversions helps you understand how well your website turns visitors into customers. 
• A low conversion rate might indicate the need for better call-to-action (CTA) placement or streamlined forms. 

Mobile vs. Desktop Traffic

With the rise in mobile browsing, knowing how many visitors use mobile devices versus desktops can guide your website design strategy. 

• A mobile-optimized website is crucial for engaging users who browse inventory on their phones. 
• DealerFire specializes in responsive dealership websites to optimize mobile experiences. 

Click-Through Rate (CTR)

CTR measures how often users click on your links, whether from search engines or internal pages. It’s a key indicator of how appealing your headlines, meta descriptions, and CTAs are. 

• A higher CTR can lead to more engaged visitors and, ultimately, more leads. 
• DealerFire’s SEO team can refine your website’s content to boost CTR. 

Exit Pages

Exit pages show where users typically leave your website. 

• High exit rates on crucial pages, like checkout or lead forms, could signal a problem. 
• Addressing issues with these pages can reduce abandoned leads. 

How to start tracking website metrics 

If you’re not tracking these metrics yet, Google Analytics is a powerful and free tool that provides insights into all the metrics mentioned above. Setting it up is straightforward, but interpreting the data and implementing changes requires expertise. 

That’s where DealerFire comes in. Our team of SEO professionals can help you analyze your website performance, recommend improvements, and implement strategies to attract more visitors and increase conversions.