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So, you’re opening a brand new PT private practice—but is your billing process actually ready to handle patients?

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Have you ever wondered about the impact individual digital marketing tactics and touchpoints have on your customers? And more importantly, whether that budget is translating into effective dealership marketing that brings in leads and closes sales? The effective use of in-depth marketing attribution allows your auto dealership to understand and answer these questions, and many more.

Marketing attribution is the process of figuring out which of your marketing tactics and campaigns are generating the most leads, along with the touchpoints that are most effective at driving customers to complete a sale. (A paid ad may get customers to visit your dealership’s website, but a promotional email that includes an incentive may push them to make a final purchasing decision.)

Each of your touchpoints is going to have varying levels of impact in this process, which is why attribution is crucial for measuring the marketing value of each channel or campaign. Knowing which marketing channels are having the most significant influence on your customers lets you make the best decision regarding which marketing channels need to be strengthened, and which need to be discarded.

Attribution is critical for effective dealership marketing

Marketing attribution allows you to “work smarter, not harder” — instead of having to waste time trying everything, you can experiment for a set period of time, and then do away with the marketing methods that are not benefitting your dealership.

Your customer’s journey is not always cut and dry. Some will jump right from the ‘awareness’ stage to the ‘decision’ stage, while others may linger in the ‘interest’ phase until you convince them otherwise. A dealership marketing strategy that makes effective use of attribution allows you to focus only on what actually works:

  • Attribution can provide efficiency gains between 15 and 30 percent.
  • Approximately 26 percent of marketers say they chose their current attribution model in order to properly assign credit for the revenue their marketing generates
  • A reported 84 percent of marketers say associating conversion events with marketing is very important to the growth of their business, but only 10 percent of marketers believe they have a strong capability to do so.

More and more marketers are beginning to understand the importance of marketing attribution and the impact it has on efficiency, cost justification, cross channel marketing, and touchpoints. Understanding these concepts is critical to correctly attributing the right values to customer interactions and micro-moments.

For example, let’s say that your boss wants to tighten the marketing budget. As a result, you have to decide what parts of your marketing spend need to be pared back. Attributing the correct value and influence to your marketing methods requires attention to the ROI of each marketing tactic, along with collecting the right pieces of customer data to determine which tactics should be retained and optimized.

Essential tools and methods for tracking marketing attribution

Attribution is an essential next step for any dealership marketer who wants to optimize the effectiveness of their budgets, campaigns, and touchpoints. However, this is easier said than done — marketing attribution doesn’t work based on hunches or educated guesses alone.

If you are beginning to deploy a marketing attribution strategy, or if you need to update your current approach, take some time to review the tools and techniques you should be using:

  1. Attribution modeling: Once you’ve assigned values to the marketing touchpoints that are driving conversions, you then need to develop a systematized way to implement these values. Attribution modeling is the practice of analyzing which touchpoints receive credit for a conversion.
  2. First-Touch VS Last-Touch Attribution: ‘First-Touch’ and ‘Last-Touch’ are two of the most well-known attribution models. For the former, the credit of the conversion is assigned to the first marketing touchpoint between a user and your dealership. For the latter, credit is given to the action that directly precedes the purchase or conversion. While both are viable attribution models, assigning all of your value to one or the other may cause you to miss other critical marketing interactions, so be sure to take a look at alternative models.
  3. Google Analytics: To truly get the most out of your marketing attribution strategies, Google Analytics is a must-have tool for your dealership, with features including acquisition tracking, goal-setting, and a comparison tool for multiple attribution models. Google Analytics also makes it easy to see if you are overspending on (or undervaluing) a marketing channel or touchpoint. Combining it with other tools like Salesforce and Google Ads allows you to further sharpen your marketing attribution strategy.
  4. Measuring ROI: Before you begin the marketing attribution process, it’s crucial to measure your marketing ROI. It’s almost impossible to assign values to your marketing channels without first understanding the returns they are bringing to your dealership. Pay attention to your marketing budget, and track all the expenses involved in executing your marketing plans. From there, you can compare these expenses to your revenue, and determine the ROI for all of your marketing channels.
  5. Call Tracking: Phone calls are an excellent way to measure customer engagement and identify potential leads. However, to get the most out of tracking phone calls, you need the right tools. Call tracking, using software like CallRail, is a holistic attribution method for tracking inbound calls and form submissions, along with built-in attribution modeling. Call tracking allows marketers to use many of the tools and resources already mentioned in this section:
    • Direct integration with Google Analytics
    • Assistance in measuring marketing ROI
    • Providing clear data for campaign optimization and improvements

If you make marketing attribution a priority, you can effectively discard the methods that aren’t working, and optimize on the methods that are. And that means you’ll not only be making more efficient use of your marketing budget, you’ll also reach more customers.

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Expanding your practice? Here’s what to expect during this period of significant change.

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One of the main reasons companies use webforms is to gather valuable information about their leads, in order to focus their marketing efforts on prospects who have a good chance of becoming customers.

That’s why it’s essential to follow certain best practices when creating your form — asking the right questions (and the right number of questions) makes it much more likely that a prospect will fill out the form, and less likely they’ll abandon it.

But what is the right number of questions to ask on your webform design? The truth is, there are so many variables to this equation, there isn’t a simple single answer. Even so, there are still some tried-and-true best practices you can follow when deciding how many webform questions to include on your landing pages.

1) Cut the friction

The first thing to keep in mind is that your readers have short attention spans. And by “short,” we mean they’ll spend only a few seconds on your site before deciding to stay or to click the ‘back’ button. Since you have such a limited amount of time to grab their attention, it’s critical that you reduce friction on your landing pages as much as possible.

Page friction is anything on your website that’s confusing or overwhelming for your visitors, and it’s a major reason why website visitors abandon webforms. Webforms that have too many fields and ask too many questions are a major source of this friction.

To help boost your conversion rates, limit the number of questions on your webforms. A study by Unbounce found that the optimum conversion rate is 25 percent for a three-field form, but that figure drops to 15 percent for a six-field form. Studies like this demonstrate that it’s best to stick to shorter forms with simple questions to increase your conversion rates.

2) Stick to the essentials

Marketers have conducted loads of research on exactly how long lead generation forms should be, and how many questions they should include. (Most studies recommend having three to seven webform questions or fields.)

These studies show that form conversion rates tend to drop off sharply after three to seven fields. However, the exact number of questions to include can also vary based on the nature of your business, and your specific marketing goals. That’s why it’s important to figure out the ideal number of questions for your industry, and to follow the best practices for your specific business. A MarketingSherpa study found that 46 percent believe that optimizing their form layouts is essential for boosting lead generation.

With most landing pages, your aim is to gather enough information to move leads further down the marketing funnel. Crafting a high-performing webform means only asking for information that’s essential for your marketing strategy. For example, no matter what industry you’re in, you’ll always need to ask your leads for their email address so you have a way to contact them. But from there, you’ll have to carefully consider exactly how much information you need from your prospects. If you’re a B2B company, this probably includes the lead’s name, email address, and job title.

Since most website visitors have a low tolerance for filling out lengthy contact forms, a solid rule of thumb is to only ask for information you need to contact and qualify your leads, and to save the rest of your questions for when they’re further down the sales funnel. In fact, a 2014 Formstack report found that only 3 percent of visitors will fill out more than three fields on a contact form. Statistics like this illustrate why it’s best to keep your contact forms as short as possible and ask for more information later on.

3) Put your forms to the test

It’s always a good idea to run A/B tests to figure out the ideal number of questions to include on your webform design. By splitting your site traffic to test out two different versions of a page, you can know exactly which webforms perform best, and focus your efforts accordingly.

And best of all, there are plenty of tools available to help you quickly and easily conduct A/B tests, like this service from Hubspot. For our purposes, A/B testing a webform design involves setting up two discrete versions of your landing page, where each version has a different number of questions.

A/B testing your landing pages is a surefire way to dramatically increase the number of leads your business brings in, and there’s plenty of research to back up this assertion. One luxury home-builder ran an A/B form test to see what version of their landing page captured more leads. The results showed that a simpler form with fewer steps and fields was far more effective than longer and more complicated forms. In fact, implementing the new form design resulted in a 166 percent lift in leads for the company.

4) Consider quantity VS quality of leads

When figuring out how many questions to include on your landing page forms, consider whether the quantity or quality of leads is more important for you. Studies show the length of your form impacts both the quality and quantity of your leads.

In general, shorter forms are easier to fill out, which means more people actually will fill them out. This results in more leads, though they’re likely to be less qualified. On the other hand, if you have a longer form with more questions, fewer people will fill it out but those who do will be higher-quality leads.

Be sure to carefully consider the tradeoffs of each approach: High-quality leads (rather than high quantities of leads) are increasingly important for B2B operations, with 70 percent reporting that improving lead quality is the most important objective of their lead generation strategy.

If you need more leads, only request basic information such as their name and email address. But if you really need high-quality leads, a longer form with more questions is the better option.

Though there’s no hard-and-fast rule for the exact number of questions to include on your webform design, these guidelines and best practices will definitely get you moving in the right direction. By figuring out exactly which (and how many) questions to ask on your forms, your business will be well-positioned to start attracting more high-performing leads.callrail form tracking

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