IS20G12 - New Technologies in Automotive, Do You Need Them or Not? - Gino Cipperoni & Sam Vukas

1. New Technologies in Automotive, Do You Need Them or Not?
Gino Cipperoni
Chief Sales Officer
Dealer eProcess
gino@dealereprocess.com
Title Sponsor
Sam Vukas
Dir. Product Innovation
Dealer eProcess
sam@dealereprocess.com

2. • What kills website conversion?
• New Technologies
• Smart Popups – Get More Personal, Get More Leads
• AI Chat Bots – Let the Machine Do Some of the Work
• Machine Learning – True Optimization at Scale
• Digital Retailing – The Future. Period.
• DMS Attribution – Know What’s Selling You Cars!
Agenda

3. What Kills Website Conversion?

4. What Kills Website Conversion?
• Too many Call to Action buttons
• Calls to Actions that mimic the same interaction as one another
• Self Marketed Applications – Consumers don’t know who
FATWIN/PERQ are
• Slow Websites!

5. Most Dealer Websites Are Too
Overcrowded with CTA’s

6. 1
2 3 4 5 6 7
8
9
10
11
12

8. Hick’s Law
The more choices that are
presented, the less likely the
customer is to convert

10. Most CTA’s Are Identical!

11. • Call to Actions that mimic the same interaction as one another
• Get ePrice, Confirm Availability, Request Quote – All these ask for the same information
• Completion rates are usually no more than 30% - We’re clearly not giving the user what they
expect.

12. • Self Marketed Applications – Consumers don’t know who FATWIN/PERQ are
• Your sites need to look like its all services that YOU are providing the consumer; not like you
have 5 different companies that are collecting Personal Information

14. These Tools Also Increase Your
Site Load Time!

20. Here’s A Quicker Example

25. And Just For Fun…

29. Less is MORE!

30. What Can We Do To Fix All Of
This?

31. Clean it up!

32. Reduce CTAs

33. Don’t be Afraid
of White Space!

35. Limit 3rd Party
Applications

36. • Too many Call to Action buttons
• Hick’s Law – The more choices that are presented, the less likely they become to convert
• increasing the number of choices will increase the decision time logarithmically
• Call to Actions that mimic the same interaction as one another
• Get ePrice, Confirm Availability, Request Quote – All these ask for the same information
• Completion rates are usually no more than 30% - We’re clearly not giving the user what they
expect.
• Self Marketed Applications – Consumers don’t know who FATWIN/PERQ are
• Your sites need to look like its all services that YOU are providing the consumer; not like you
have 5 different companies that are collecting Personal Information
• Site Load Time
• Having a slow site will increase your bounce rate, which not only harms your conversions, but
also hurts SEO
• Too many CTAs and Plug-Ins/Add-Ons can negatively impact your load time

37. New Technology!

38. Smart Pop-Ups

39. Typical Pop-Up Process

40. “Smart” Pop-Up Process

41. “Smart” Pop-Up Process

43. It Actually Drives a Net Increase
in Leads!

45. Smart Pop-Ups
• Less Obtrusive way to target highly intended buyers
• Based on visits, behaviors, etc.
• Geo-Targeted settings allow to displays specials to customers further down the
funnel in areas you are trying to sell in
• By basing it on different zip codes you can customize offers to be more competitive in
certain areas
• Traditional Pop-Ups Show on the Homepage for everyone
• By leveraging these new tools, you can display certain pop up offers on certain URL’s to drive
lead capture up based on what the users intent is.

46. A.I. Chat Bots

48. Take Note!
Some customers will still want to
talk to a real person, so make sure
you have a backup to the bot!

49. Machine Learning

50. Machine Learning
Technology can use data in a way
that humans cannot

51. Gather Data
Cleanse
Data
Apply
Algorithm
Test
Results
Repeat
Machine Learning Process

52. Machine Learning
Drive Massive Increases in
Efficiency

53. Machine Learning Process

54. Machine Learning
True Optimization at Scale

57. Machine Learning
Machine learning leads to
greater performance for less $$$

58. • 309% more clicks out of the same spend
• 266% more impressions
• 12% increase in CTR
• 32.82% Decrease in CPC
• 3x Conversions
Year over Year Results

59. Digital Retailing

60. Digital Retailing

61. Digital Retailing
Consumer Shopping Behaviors
Are Changing Dramatically and
Dealers Are Not Adapting!

62. Digital Retailing
SAM LINDA EILEEN

63. Digital Retailing

64. Digital Retailing
The problem is that 99% of
shoppers aren’t looking for a
price…

65. Digital Retailing
This Price Does Not
Give The Customers
The Answer They’re
Looking For!

67. Digital Retailing
They’re looking for a payment!

68. Digital Retailing
You don’t know what that price
means for them, either!

69. Digital Retailing
• Credit: 639
• Down Payment: $2,500
• Trade-In Equity: $3,450
• 36 Month Term
• Lease
• Credit: 749
• Down Payment: $1,500
• Trade-In Equity: $6,780
• 60 Month Term
• Purchase
• Credit: 540
• Down Payment: $0
• Trade-In Equity: ($1,376)
• 84 Month Term
• Purchase
SAM LINDA EILEEN

70. Digital Retailing
They will have different
payments for the same
car!

72. Digital Retailing
How do you give accurate
payments online?

73. You Need The Following Ingredients
 Real-Time Credit Score via Soft Pull Technology
 Accurate Trade-In Value that Matches In-Store Value
 Equity Calculations
 OEM Rebates and Incentives Data
 Bank Data from Captive Lenders
 Lease or Finance?
 Terms

83. Digital Retailing
Live 10/01

84. Digital Retailing
Live 10/01

85. Digital Retailing
Live 01/01

86. Digital Retailing
Give the people what they’re
looking for!

87. Digital Retailing
But make sure your process is in
place to handle these new leads

90. DMS Sales Attribution

91. DMS Sales Attribution
If it’s not measured, it’s not
managed…

92. DMS Attribution

93. DMS Sales Attribution
Web Form
3rd Party Trade in Tool
3rd Party Credit App
3rd Party Chat
Phone
3rd Party Payment Tool
Customer A
Customer B
Customer C
Customer D
Customer E
Customer A
Customer ?
Customer ?
Customer ?
Customer ?

94. DMS Sales Attribution
Web Form
3rd Party Trade in Tool
3rd Party Credit App
3rd Party Chat
Phone
3rd Party Payment Tool
Customer A
Customer B
Customer C
Customer D
Customer E
Customer A
Customer B
Customer C
Customer D
Customer E

95. Conclusions
• Don’t go overboard with plugins/CTAs/3rd Parties on your website, it slows the
site down and hurts conversion
• Technology can help you sell more cars, if used the right way
• Digital Retailing is the future of car buying, but you must have the right in-store
process
• DMS attribution can show you what works on your website, and what doesn’t,
helping you remove waste and become more efficient

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