What would you say to your Sales Manager if half of your store’s walk-ins were never greeted by a sales person? Maybe it’s not even what you’d say… it’s what you’d do—you’d show that GM the door! Why? Well, because engaging walk-ins is the easiest (and smartest) way to close a sale.

Online, however, there is a misalignment between the “smart” and the “easy” way to close more sales. Often times, the easiest thing to do, spend more on Google AdWords or another form of advertising, isn’t the smartest thing to do.

Given how everyone pushes their vehicles in same places online today, like cars.com or AutoTrader, and given that all vehicles are priced similarly because most folks use Vauto or FirstLook, what you’re really looking to do is to differentiate.

And the main thing within your control online—the main area in which you can differentiate— is your home website. After the customer has been driven to your website you want to keep them there—you want to greet and engage them just like you would do if they were to show up to your store. On your home website you want to present them with an experience that reflects your brand’s uniqueness— the things that make you great and that differentiate you from your competition.

During my Digital Dealer 17 session, I will share ways of increasing your website’s stickiness—that is, how to differentiate yourself from the competition and keep visitors on your page longer once they arrive. I will also show you quantitatively, how this ends up being far more cost effective than pouring more and more dollars in Google AdWords, and the like, in the long run.

And the good news is that making the smart moves on your home website isn’t hard, the smart moves online just aren’t as obvious as doing things like greeting a walk-in in your store. See you all at Digital Dealer.

Devin is the CEO and co-founder of SwipeToSpin, the leading provider of automated 3D content creation tools. He is uniquely informed on cutting edge techniques used to increase website effectiveness. Having worked closely with marquee fashion clients like Louis Vuitton and Nike, Devin understands how to lift conversion rates and boost website stickiness to drive more revenue and profit to a dealership. He combines a deep understanding of state of the art eCommerce best practices with a true empathy for the problems today’s dealers are looking to overcome.