Fixed Ops Magazine - 2021 Vol18 02 - 29

manually entered the URL of the website or clicked
on a bookmarked link.
2. Visitors (or Traffic)
Your Website Traffic Key Performance Indicator can
tell you how many New (Unique) and Returning Visitors are landing on your website during a specific
time period. For example, you may find that that Returning Visitors are potentially your previous service
customers or perhaps previous car buyers.
Unique Traffic can give you an idea of how many New
Visitors are landing on your website. It is arguably
more important data as it also gives you an idea of
how many potential New Customers you could have.

website is not adequately converting your website

3. Conversions

customers leaving your website? Take a look at the

Conversions are especially important to understanding how many leads you are seeing online compared
to the realistic numbers of actual appointments
on your service schedule during a set period of
time. Below is a slightly exaggerated example but I
believe that you will see the value in the illustration:
What if your Key Performance Indicator for Website Conversions reflected 67 more conversions than
you actually had for your total appointments made
for the same time period. On the surface, this data
would tell you that there is a significant disconnect
between website leads coming in and the steps
being taken to convert the leads to appointments.
Once you are aware that the issue exists, you will be
able to address the process issue or issues. And you
will be able to watch for improvement as you compare future Key Performance Indicators with actual

visitors. What is missing? Why are your potential
conversion methods you offer your leads. Are you
offering your website visitors a means to convert on
both desktop and mobile? On all browsers? Are they
able to print, call, text, fill out an online form, or share
the page or pricing data with themselves or others?
Specific demographics will convert in different ways
at different rates. You may want to take a closer look
at the demographic you are targeting through your
current conversion methods. For example, if your
service website offers only a printing option, you are
limiting your traffic conversions ratio to only those
who are visiting on desktops with printing capabilities. You may have lost mobile users, texters, and
form entries.
5. Offer Interactions
For Fixed Operations Directors, another important

measurements of their results produced.

KPI to consider is your offer interactions. If your deal-

4. Website Traffic to Conversions Ratio

important to know which of these offers are working

Being able to compare your Website Traffic to your
Conversion Ratio can easily provide you with another potential source of lost revenue.
For this example, we will say that your website traffic for a given month was 107 Unique Visitors/Leads.
We will also say that your Conversion Rate for that
same period was 15 Conversions, equating to a 14%
Conversion Rate. Most industries consider a 20% Average Conversion Rate to be good. However, with
rates lower than 20%, you can see that your service

MARCH APRIL 2021 || FIXED OPS MAGAZINE

ership offers service specials or video marketing, it is
well for your conversion rates and which offers are
getting the most interest from your website visitors.
For instance, if you are currently offering two oil
change specials out of 12 total specials and those
two specials alone are converting visitors at 82%,
you can safely assume that these are probably
loss-leaders. Compare that to a diagnostic special
that sees 2% conversion rates. Clearly, the oil change
specials are only working to convert customers, but
it is unlikely that they are profitable. Therefore, you

Fixed Ops Magazine - 2021 Vol18 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2021 Vol18 02