Paul Potratz pinpointed the reason why so many dealers might be seeing softer volumes of leads from dealership websites as well as diminishing conversions from those online “ups.”

In fact, Potratz uncovered data that showed 73 percent of online shoppers are abandoning forms that are on a store’s website. For example, a form might give the shopper the chance to share details about a potential trade-in.

“What we’ve seen as far as heat mapping on websites and looking at the visitor flow is that 73 percent of individuals will click that button to go to another page and then say, ‘Whoa! Wait! I’m not ready to commit,’” Potratz said during his latest online video in his series, “Think Tank Tuesday,”

The chief operating officer and founder of Potratz Partners Advertising continued: “Car shoppers are getting smarter and more Internet savvy; because if you look at your sales numbers of what you’re turning month in and month out versus last year, chances are you’re up because we’re seeing this with a lot of dealers across the country.”

Potratz went on to call the move away from forms “an opportunity” for dealers to sharpen their marketing strategies. He goes on into the details as to how in the video available here.

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