Get the Best of the Web

Selecting a Web Site Vendor — Select a company with a solid reputation for success and talk to their customers to determine satisfaction levels. Ask about the return on investment they have obtained from their sites. They should have a positive return on investment to be considered productive.

Conversion Rate — Measure the production of your site by the number of visitors who submit leads — not just by the number of visitors. Your site should motivate customers to submit a request. The best web site builders can provide you specifics on their customers' conversion rates. Average sites convert 1%-2% of their visitors into leads. Leading sites convert at rates of 5%-10%.

Closing Rate on Web site Leads — When talking to a vendor's clients, ask for their actual web site lead close rate. Dealers who succeed selling online claim their web site leads close nearly three times better than leads from other sources.

Return On Investment — Web sites don't have to cost a lot of money to be productive. Project what your return on investment will be at various close rates before you decide. The chart below is a simple calculation for estimating.

New Technologies — Make sure your vendor is on the cutting edge new technology and offers these updates free of charge to loyal customers.

Training — The best web sites are easy to update but as people advance or turnover you may need your new staff trained. Negotiate ongoing training.

Contract Terms — Ask your web site provider about different contract options available and choose the one that best fits your business philosophy. Some dealers prefer flexibility of short-term agreements while others prefer long-term locking in of pricing.