Through digital analytics you are also able to view the amount of people who visit your website and several different ways to help you get a clearer picture for how your company is doing. If you wanted to try looking at some of these things for your website, I would suggest using Google Analytics. Hootsuite's analytics are great for doing some of those things on your social media accounts.  

Generating leads is a common goal for a lot of companies, and it is especially true in the car business. In a car dealership, you will only get so many walk-in customers, generating leads are key and essential for driving sales. On Auto One's website, apart from just looking at the inventory the potential clients are able to directly submit online credit applications to their nearest Auto One location. So how would you measure whether or not your company is keeping pace with its goals and objectives? Some of the KPI's (Key Performance Indicators) and metric that could be used are the number of conversions, more specifically the number of credit applications submitted, number of downloads of our informational files and so on. If you compare the amount of people who are clicking on the 'submit online credit application button' to the amount of online credit applications actually submitted, it can provide quality feedback. If the number of applications that were actually submitted is much lower, it could mean that you should make the process easier and more user-friendly. 

For Auto One, nearly 20% of their website visits come from Facebook. While it may seem like a good size chunk, I believe there are a couple of things that we could test to see if they help increase that number. One of the things I think could help is using owly links which are available on Hootsuite. Many times, when posting pictures and information about a vehicle on Facebook with a link to our homepage, people never click the link. I think the reason for this is because they do not want to go through the hassle of looking for the vehicle online. Using specific owly links to the page where that specific vehicle is helps take that factor away. Owly links are also great because they save you on character limits by shortening the link and it looks a lot cleaner. 

By Ever Rosales