Today was a great day. This morning I helped a new client identify a serious problem in their website traffic which impacted their online conversion strategy. Something happened last fall which was not directly picked up.

The client knew that leads were down, but they thought it was because they changed agency partners. The real problem stood out from the report pages in KPEYE which include pulling data from Google Analytics and Google Search Console.

Houston We Have A Problem With SEO

The problem first started to appear when we looked at the ASC conversions generated by each media channel. Organic Traffic should be the highest, or second highest converting traffic channel for most dealers. The ASC Key Event Rate for organci search is normally 3-5%.

However their conversion rate for organic traffic was 0.21%

This was a concern so I wanted to look at the organic traffic analysis which can be found in Search Console. In Figure 2.0 you can see the percentage of branded traffic was only 7%. For most dealers, the branded organic traffic represents 70-80% of their organic traffic.

When the branded organic traffic is that low, it screams: All Hands on Deck!

In Figure 3.0, the KPEYE report on organic traffic conversions showed that when the agency change was made in November, organic conversion dropped significantly. It has yet to recover.

I’m sharing this example because KPEYE was design to show all the data which can impact online conversion rates and flag these types of anomalies. Dealers do not need to log into GA4 or Search Console, because KPEYE presents actionable insights in a format which dealership leaders can understand.

I won’t bore you with the next steps that we will be taking, but it appears that something likely happened to their Google Business Profile because it is associated with a high concentration of branded keyword traffic.

KPEYE is connected to the key resources and tools which can bring instant insights to improve online conversion rates. We will be adding additional data partners, including Urban Science defection reports and Lotlinx LotGPT market insights which can bring light to operational problems which impact conversion rates and net sales.

What We Learned Today

I never saw a dealer with branded search traffic that low. But it was a great learning lesson and we added some additional coaching notes to KPEYE if it every happens again. You see that KPEYE gives specific recommendations for improvement: see Figure 5.0.

For this dealer, we will likely double or triple their online conversion rate (FCR) in the next 6 months once we fix some structural problems. I’m confident because KPEYE tell dealers exactly where the conversion, traffic, and engagement problems are located.

If you missed our webinar which gives a full overview on KPEYE, you can watch it here:

You can get started with KPEYE today. It takes 30 seconds to sign up and the agreement is month to month. The price of KPEYE is $299/month per rooftop. Discounts started at 10 stores or higher.

Get a baseline today and start June with the data you need to improve conversion rates.