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Website Maintenance and ROI Tracking

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nge Contributor

nge

Posted
Posted

Hey everyone,

 

I was recently having a conversation over lunch with a college buddy of mine who has a PhD in computer science and owns a web development company we were casually talking about business etc and started discussing websites and ROI. This got me thinking about my shops site and how efficient we are in tracking the ROI. We currently use Autoshop solutions (were with them before he started the web company but plan on switching) and pay about $190 a month in web maintenance fees with includes updates, hosting and a portal to login to track views etc but it made me start wondering if I really knew the true ROI of my website. Every month I look at the numbers and the reports and see bounce rate, time per page etc but never really have sat to think what that really means and if my website is serving its purpose (to capture the attention of and bring in new customers). On top of that we have our adwords budget and all in all I feel like we are just throwing money out there hoping it will stick and assuming that the site is making us money.

 

So my question is how is everyone else tracking the ROI of their website?

 

Also, if you don't mind my asking, what is the typical amount (or rough estimate) you pay monthly for web maintenance (if you have it) and do you feel like you are getting your money's worth from your hosting company? My buddy has offered me an opportunity to come into his business (I have a background in IT as well) and to offer some insight in capturing some business from the automotive industry but I just wanted to get a feel for the problems which you guys are facing today to see if I am the only one with these questions and issues or if this could be an industry issue worth pursuing.

 

Thanks!

mspecperformance Mentor

mspecperformance

Posted
Posted

We use Kukui which has a comprehensive dashboard showing us several metrics including number of visitors, number of opt ins via the call tracking number on our website, what landing page they were on when they opted in, etc. It is nearly impossible to get pin point accuracy as to where people are actually opting to use your services considering someone can go to your google+ reviews, then your website, and finally opt in to call you from yelp. In those cases what really got them to call. I guess you can chalk it up to the last point of contact which was yelp in this case BUT you can't know what the importance of your google reviews or website was as well.

 

Either way I believe we chart our ROI pretty well with Kukui.

  • 1 month later...
flacvabeach Community Regular

flacvabeach

Posted
Posted

Kukui provides a lot of metrics about how and what your website is doing. I had an opportunity to have dinner with the head guy at Kukui and I came away very impressed with his enthusiasm and knowledge of the science of web marketing. Former tech and shop owner and Demandforce employee who got out before they went corporate.

flacvabeach Community Regular

flacvabeach

Posted
Posted

Not directly on topic, but there is a Chrome extension that is called Open SEO stats. It tells you in a little tool bar widget what the page rank or authority is for the page you are on. Page rank is important. If you drill down in the tool it give you some pretty neat SEO metrics about the page, but if you really get interested and dig too far, they want money. It takes time and effort to even get ranked initially. Craigslist is a 5 as is Carfax. Facebook is a 9. Identifix is a 4. My page is a two which is where most businesses seem to stall. Kind of fun to look at your competitors' pages and see where they are and go nonny nonny booboo if they are lower than you. If you have had your page maintained by a pro for some time and you are unranked, it might be a topic for your next meeting with them.

  • 10 months later...
Alex

Alex

Posted
Posted

Great topic! I manage a few sites like this one and mostly use Google Analytics and Quantcast for insights. I think that there are a few things that are important for every shop website and I think it needs to be looked at it more locally than across the internet when making edits. I've been working with websites for over 10 years and manage not only this community but a few others as well. The difference is that the geography of the audience is broad, of course targeted, but broad. So you adjust top level page titles and content accordingly for who you are targeting. When you own a local business website that is targeting a few towns, counties, etc., in the serviceable area... you really need to have a website built around that. I see way to may auto shop websites that are beautiful but not optimized for their local service area. You don't need many clicks, you need conversions to jobs.

 

This means targeting with page titles and content for the areas that you service and the services that you perform. Think about what people are going to look for on google. That's where you want to be, in the top 3 results. Just a tip really, because you can look at clicks all day long and if it's not someone clicking in your area, it's not going to bring in business.

 

GeoTargeting ads are also a great way to bring in business and see a good ROI as well as Facebook and Twitter (local) social marketing, build your followers.

 

Also, think about the domain names you have, and try to secure the main area you are servicing..example: www.mytownautorepair.com and build a secondary site that links to your main site, but don't just redirect because its doesn't get picked up in searches. You'll have an additional "silent salesman" working for you. Today, just about anyone can build a basic website easily with the online tools available from sites like godaddy and wix. It really depends on how far you want to go with it. For more customized sites, you need a web developer.

 

Lastly, business listings are very important as they come up on top of the search engine results. Make sure that your business is up to date. Think about business listings on sites like Google, Bing, Yahoo, Yelp, Facebook, Better Business Bureau, Angie's List, Merchant Circle, LinkedIn, YP.com.

MINI4U Enthusiast

MINI4U

Posted
Posted

Repair Shop Websites has been pestering us for awhile. They remind us we are not mobile friendly etc.etc. Their prices are reasonable but I have not heard anything on this forum. Anyone look into or use this company?

  • 2 months later...
Trealubit Explorer

Trealubit

Posted
Posted

Call rail is a great addition to check how many actually calls your shop and records it.

 

With call rail you get a bunch of numbers which then you can imbed in your sites or yel page, facebook and tracks it.

 

Lets you know where calls are coming from and if your advisor is converting them call to appointments.

  • 2 years later...
Hands On Community Regular

Hands On

Posted
Posted
On 9/11/2015 at 7:19 AM, mspecperformance said:

We use Kukui which has a comprehensive dashboard showing us several metrics including number of visitors, number of opt ins via the call tracking number on our website, what landing page they were on when they opted in, etc. It is nearly impossible to get pin point accuracy as to where people are actually opting to use your services considering someone can go to your google+ reviews, then your website, and finally opt in to call you from yelp. In those cases what really got them to call. I guess you can chalk it up to the last point of contact which was yelp in this case BUT you can't know what the importance of your google reviews or website was as well.

 

Either way I believe we chart our ROI pretty well with Kukui.

It has been a while, are you still with them?  I shut off my google adwords last month and have not seen a difference other then a drop in phone price shoppers.

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Technician Shortage Is Our Fault, And It's Time We Own It
      By Joe Marconi in Joe's Blog
         0 comments
      The Technician Shortage Is Our Fault, And It's Time We Own It
      Nearly every day, I hear shop owners complain: "There's a technician shortage. We can't find qualified people. There's no one out there." If that's true, then who's to blame?
      The industry? The schools? The government? I don't know how you feel, but who promised us an endless supply of qualified technicians?
      Another common complaint is that young people do not want to work in the trades. Well, if that were true, then why are other trades such as HVAC, electrical, and plumbing growing? What are they doing that the automotive industry is not? 
      Here's the reality we need to face: We do have a problem, but we shouldn't look for someone or any entity to rescue us. Not the government. Not the trade schools. Not the recruiting companies. No one owes us a workforce. If we want great people in our industry, it's up to us. At some point, we need to own up to the truth: Building a pipeline of qualified technicians is our responsibility.
      In this blog article, I will break down the key reasons we are in this situation today and what we, as an industry, can do to solve the technician shortage. Are you ready to look in the mirror?
      Have We Pushed Technicians Away?
      Let's take a look at flat-rate pay. True flat rate, which pays a technician only for the hours they produce, is a controversial pay plan that emphasizes high production levels and creates a competitive work environment that, if not properly controlled, can lead to increased mistakes and a decline in morale and team spirit. Additionally, the stress and physical demands placed on technicians as they age are not favorable to long-term employee retention. What do we do with technicians as they grow older into their fifties and begin to slow down? 
      I have heard all the arguments and pros and cons of flat-rate pay, and I am not going to judge any pay plan. Let the facts speak for themselves. True flat rate has changed in most areas around the country and has evolved into a pay plan that gives technicians some pay guarantee.
      Many shop owners have learned that team morale, along with the opportunity to earn income, is important to technicians and to the company's long-term success. But let me ask you: how many technicians have left or been pushed out over the years because of the old flat-rate pay system?
      Another issue is the workplace environment. I remember being grateful to be hired as a young technician at a local repair shop. While very thankful, the work environment was not ideal. The shop owner kept the bay doors open year-round (I am from New York) unless it rained or snowed. He felt that if the bay doors were closed, customers might think we were closed for business. We had no heat and no hot water. Many of the jobs were done outside, year-round,  in all types of weather. The starting pay was minimum wage, with no benefits, sick days, or vacation pay. 
      Now, again, I need to point out that I was truly grateful for the opportunity this shop owner gave me. I learned a lot working there, and the experience was pivotal in my career. But looking back, I wonder how many people were discouraged by these working conditions?
      While the physical demands of the repair workplace are daunting, perhaps even more critical is the culture. Too many of my generation shop owners preached the mindset of "my way or the highway." We were the business owners, after all. We started our companies, took all the risks, and provided jobs. Why shouldn't we be the ones to set the ground rules our way?   
      Many of us found over the years that the "my way or the highway" mentality was a sure way to isolate employees and make them more likely to look over the fence for greener grass. In other words, it led many technicians to seek employment elsewhere, where they felt they could be appreciated and recognized for their hard work. The issue, however, was that there wasn't much green grass around. Disappointment after disappointment, bouncing from repair to repair shop, eventually led to despair. So, I ask you: were workplace conditions a contributing factor in today's technician shortage?
      Another factor that we are all well aware of is the complexity of the modern automobile. When I started, the work was mostly physical, and you were required to master essentially three vehicle models: General Motors, Ford, and Chrysler. Let's fast-forward to today. The evolution of automotive technology, along with the extensive training and tools required, has outpaced the typical technician's pay compensation, with no clear career path. Again, leading to frustration and insecurity about the future.
      Here is the bottom line: people don't leave their job; they leave their experience. We must do a better job. 
      The News Isn't all Bad; Your Next Steps to Fix the Technician Shortage
      To fix the technician shortage, it will take a combined effort from everyone in the automotive industry, particularly automotive shop owners. Shop owners are in the perfect position to make the greatest impact, not only on their businesses but also on the future automotive workforce.
      First, shop owners must become better leaders and understand that their ultimate success is directly dependent on the people they assemble around them. Any shop owner who mistakenly believes they can build an empire solely on their abilities is destined for serious disappointment. Business owners who think like this will eventually plateau. Without the collective contributions from a team of qualified people, your business will stall; it will not continue to grow.
      Create a workplace that attracts top talent: a clean, professional, well-equipped facility designed to support productivity, teamwork, and a career, not just a job. Build a great reputation in your community by getting involved locally. Become the auto repair shop that people take notice of as "the" place to work.
      Next, shop owners must become more financially knowledgeable. Knowing your numbers and what you need to achieve for a strong bottom-line profit is essential to paying technicians the money they need and deserve. Profit will also allow you to compete with other trade industries by providing a benefits package that has real take-home value and security.
      When it comes to culture, this is where the rubber hits the road. People crave recognition, praise, and a sense of purpose. Despite what you hear, people are not just money-motivated. Once people feel secure in their financial situation, retaining and motivating technicians can only be achieved by connecting with them on an emotional level. You cannot show enough appreciation. Give out praise for a job well done as if your business depended on it, because it does.
      As technicians age, we need to have a place for them. Expecting a 58-year-old to perform like a 35-year-old is unrealistic. We need to be more focused on career pathing. Provide training, skill development, and coaching to develop leaders and mentors within our older workforce. While their bodies may have slowed, the knowledge they have gained is priceless. 
      Our future is dependent on young people entering our industry. We need to give more young people opportunities. Every shop owner across the country should consider hiring an apprentice, then build an apprentice training plan and career path for them. If every shop did this, we could solve the technician shortage within five years. Get involved with the trade schools and high schools in your area. Look into the NAPA Apprenticeship Program. Don't sit on your hands with this one. Do it today.
      Lastly, don't get left behind. Commit to ongoing training for all your employees. Keep up to date with tools and equipment tailored to your business model. Don't try to be all things to all people and all vehicles. Identify your core profile customer and the vehicles they drive, and become an expert on those vehicles and the services you offer.

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