Solid Signal’s growth has also necessitated the outsourcing of some behind-the-scenes functions, such as tracking search data and, more recently, analytics data, the ability to analyze customer data. “Analytics helps us find out where people go when they leave the purchasing funnel,” Chapman said, adding that the data reduces late-stage abandon rates by the customer.
“You can make lots of changes in your Web site, but if you don’t know the benefits the changes make, whether they’ve had a positive or negative impact, you’re wasting money, time and energy, and you’re not being effective,” he said. “You’re messing around with something that may not be broken.”
Chapman said dealers should consider third-party alliances, such as Google analytics, to help sort Web-generated data, become certified for security seals such as those offered by HackerSafe, BBBOnLine and the TRUSTe Privacy Seal Program. “They’re good for gaining the confidence of the consumer and are also good for us,” he said.