SCHENECTADY, N.Y. -

With “ups” not arriving on the physical lot as much as they previously did, Paul Potratz recommended that dealers get a better handle on how many unique visitors come to the store’s website and how many are converted into leads.

The chief operating officer and founder of Potratz Partners Advertising shared advice in an online video titled, “Convert More Leads on Your Website.” It was a part of his ongoing series, “Think Tank Tuesday.”

Potratz offered a straight-ahead point to managers at the opening of the video.

“It’s time to reduce the cost on those third-part lead providers and start focusing on the conversions on your own website,” he said

“You’ve got all of this traffic coming to your website. If you’re not converting a 5 percent, 6 percent, 7 percent or more, there’s a problem with the website,” he continued. “If you don’t know, I want you to dig in and take a look.”

Potratz acknowledged there could be several issues as to what a store’s website isn’t generating the leads it should.

“You need to do your homework and find out,” Potratz said.

Potratz went on to offer more guidance on the topic in the video posted below.

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