Here at Dealer eProcess, we want to make sure you feel informed and confident with your marketing strategies. There has been plenty of industry buzz about CPE tracking and the benefits it has to offer. Keep reading to learn three key answers!
What Does CPE Even Mean?
Similar to CPL, or Cost Per Lead, CPE stands for Cost Per Engagement or Event. It takes things a step further by allowing us to get a better picture of how a customer performs on your site. This includes all the different pages and icons they click on, including ones that may not qualify as a lead.
Why is CPE a Benefit?
It’s important because a customer may not fill out a lead form, but that doesn’t mean that they didn’t spend time browsing through the online inventory or opening a CARFAX® report. We have a long list of actions that will register as a trackable engagement. These events can include printing a coupon, playing a video, requesting a brochure, clicking on the vehicle specifics tab, and much more. Once you know where your marketing strategies are most successful, you can target your spend accordingly.
How Can I Use This Information?
Now that you know where your customers are most engaged, you can set up the website based on how people actually interact. Instead of just guessing where the best placement for a form or a banner is, you’ll be able to see where they are most effective and visible for the average user. Narrow it down even further by looking at the amount of people who start a form, but don’t complete it. Does this mean that the form requires too much information? Are the directions unclear? With CPE tracking, you’ll have a targeted strategy to enhance all of these aspects.
This feature is currently tracking on all of our existing and new websites. If you have any questions please contact us!
Contact Dealer eProcess today to learn more about our All-In-One solution, featuring RESSponsive websites, full-suite digital marketing, chat, trade-in tool, finance application, and more!