1. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com WEBSITE OR DIGITAL HOLISTIC STRATEGY DAN MOORE

2. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com “Only six percent of marketing decisions are made using company data.” — Embedding Customer Knowledge into Business (CEB 2011)

3. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Touch Points Auto Shoppers are doing more research than ever before.

4. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Online Research Effect on Visits Source: JD Power Automotive Internet Roundtable

5. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Digital vs. Showroom

6. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com WHAT DAY GENERATES THE HIGHEST SHOPPER & LEAD TRAFFIC?

7. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Let’s Learn About Shoppers When do they shop? When do they convert? Day of the WeekShopper % Lead % Sunday10.7%10.33% Monday15.8%17.25% Tuesday15.4%15.9% Wednesday15.3%14.35% Thursday15.2%15.89% Friday14.8%14.53% Saturday12.7%11.74%

8. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com BREAKING DOWN THE WEBSITE

9. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com The Homepage

10. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com What the Customer Likes Quick Links

11. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com What the Customer Likes Rotating Banner

12. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Call-to-Actions that Customers Click Small Call-to-Actions

13. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Call-to-Actions that Customers Click Large Call-to-Actions

14. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Performance will be Everything 5 things you’re doing that’s slowing down your website…

15. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Digital Screens 90% use multiple screens sequentially to accomplish a task over time.

16. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com MOBILE FROM THE CUSTOMER’S ACTIONS

17. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Mobile World

18. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Main Areas of Interest for the Customer Inventory Map & DirectionsHours & Click-to-Call

19. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com INVENTORY: IT’S WHAT THE CUSTOMER IS LOOKING FOR

20. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Vehicle Detail Page (VDP)

21. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Simplify CTAs to Increase Conversion

22. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com FIXED OPS PRESENCE OR LACK OF PRESENCE

23. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Is Fixed Ops Your Site’s Stepchild?

24. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com ENGAING YOUR CUSTOMER IN REAL-TIME

25. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Relate to the Customer

26. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Relate to the Customer Pre-selection of the body type and model on the model bar; reinforcing the hero rotator on the homepage.

27. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Relate to the Customer

28. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com SOCIAL MEDIA ON YOUR WEBSITE

29. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Social Media Less than 3% of customers click on these social links.

30. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Social Media

31. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Social Media

32. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com WHAT TO DO WITH VIDEO ON YOUR SITE

33. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Opportunities for Video? Walk-around Videos DIY Videos Dealer Message Tour of the Dealership

34. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com WHERE DO I LAND MY CUSTOMERS?

35. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Where do You Land Your Customers?

36. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com …on the Homepage or SRP?

37. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Do You Give the Best Customer Experience?

38. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com What’s the Email Message?

39. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com TOOLS TO HELP YOU.

40. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Google My Business. It’s FREE!

41. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Check if Your Website is Optimized Site Colon Search

42. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Moz Local (moz.com/local)

43. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com Google AdWords

44. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com QUESTIONS?

45. Dan Moore | VinSolutions | Senior Director of Digital Strategy | dan.moore@vinsolutions.comdan.moore@vinsolutions.com CONTACT INFO Full Name: Dan Moore Company: VinSolutions Job Title: Senior Director of Digital Strategy Email: dan.moore@vinsolutions.comdan.moore@vinsolutions.com Share an important takeaway you received from this session using hashtag #DD19 for a chance to win an iPad