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Dealer Synergy & TK Carsites Newsletter


Tuesday, September 15, 2009 Issue 3   VOLUME 1 ISSUE 3  

How Well Do You Know Your Numbers? Part 2
Back to Basics with Rick

In Part 1 last month I discussed the importance of knowing your web stats key metrics. Here’s WHY knowing your numbers is the first step to uncover the truth of a claim to fame? 
 
An “unnamed website vendor” makes a “Big Number claim” about his products SEO prowess? Here is what was stated: “Mr. XYZ Dealer started using our services in July of 2007 (roughly 2 years) >Check the metrics to be sureand has received over 1.5 million +hits to his site with a $0.00 a month advertising budget.”

Here’s HOW knowing your number’s can bring to light the truth of the claim about his claim?
• See if you agree with my reply below, if not email me.

The term “HITS” is not equal to visitors and can be extremely misleading.
  • Unique Visits – are true 1st time visits.
  • Total Visits – include repeat visits
  • Pages Viewed – are just that per visit

 Why HITS – are misleading… 

  • “uploads” So if 1 page has 5 photo’s… it is 1 for the page + 5 jpegs to equal 6 HITS!!!
  • PLUS any crawls by robots/spiders reported as visits… which happen ALL the TIME. 

So, Let’s just take a shot to work the numbers backwards based on conservative numbers?

  • 1,500,000 Million Hits over 24 months could in REALITY Mean…whatttt??
  • Divided by 5 Hits per page viewed: to equals 300,000 Pages
  • Divided by 4 pages per visit= 75,000 total visits
  • Then divide by 1.5 to cover for repeat visits to get to unique visits
  • which Equals = 50,000 unique visits
  • Now divided by 24 months = 2083 unique visits per month

Actual TK dealer’s web stat numbers August Report the following on your Power 5 Website

Month

Unique visitors

Number of visits

Pages

Hits

New Car Site

2836

4884

28168

185591

Used Car Site

1175

1539

4592

43565

Service Site

516

608

1073

16384

Specials Site

427

535

2237

17129

Testimony Site

397

514

724

11774

TOTAL MTH

5351

8080

36794

274443

Unique Visits

Actual Ratio's

1.51

4.55

7.45

 274,443 x 24 months = 6.5 Million + HITS… Which is meaningless
as a true measure of website performance.


Next Basic: “What matters after Traffic is LEAD conversion…

About the author: Rick Chavoustie has 25 years retail automotive management at all levels from GM, GSM, to Director of Business Development. In 2005 he developed his first website with TKCarsites. Rick joined TK in 2007 focusing on People – Processes – and Tools to sell cars in today’s fast pace ecommerce environment. Rick’s passion is focused on basics, integrity, and execution in the marketplace, not vendor hype. Rick’s email address is rick@tkcarsites.com or call Rick at (585) 690-6055


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Home
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Loyalty Driver
Newsletter Contents
Synergy Sessions Draws Top Industry Speakers
10 Major Sponsors Support the Synergy Sessions in Atlanta
7 tips to a healthier online reputation
Boosting Sales for Homer Skelton Ford
How Well Do You Know Your Numbers? Part 2
Karina Bradley featured on the Cover of AutoSuccess

TK Carsites

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