eStara's CEO makes a case for incorporating click-to-call technology into your automotive web experience to increase conversions and take greater advantage of high value leads.

As valuable as online media has become to direct response and brand marketing, it still falls short of other channels when it comes to developing the consultative relationships required for closing complex sales. Innovative automotive marketers are overcoming this hurdle is by combining the immediacy of the web with the intimacy of the phone. Using voice technology, three major automotive brands are creating seamless cross-channel experiences for consumers in both online sales and marketing campaigns, and generating quality leads for local franchises and dealers.

Consumers typically begin researching a vehicle purchase online and take anywhere from 30 to 45 days to make their decision. During that time, questions arise that impact their purchase decisions. Offering a direct connection from the consumer to an expert at these key junctures can shorten the sales cycle significantly. 

The OEM advantage
Automotive manufacturers such as the Chrysler Group -- which includes the Chrysler, Dodge and Jeep brands -- have viewed their websites as research and branding tools.  Like most companies with complex product offerings, the Chrysler Group was challenged to increase the conversion of website visitors into actual buyers; it needed a solution to identify and take advantage of "high value" leads from its brand sites, to respond quickly and effectively to those customers and, where appropriate, refer hot prospects to local dealerships. 

The company placed click-to-call buttons strategically on pages where browsers were more likely to consider a purchase, which allowed customers to contact a Chrysler Group representative directly from the website over the phone. Customer calls are directed dynamically, answered promptly and can be immediately linked to the required dealership when needed.

Whether customers are making a purchasing decision, applying for financing or they just need an answer on configuring a vehicle for a quote, click-to-call means a manufacturer's representative is always available for customer assistance with the click of a button. For example, click-to-call has allowed Chrysler Group contact center agents to synchronize voice and data logs of the web-based call in orders to see which page the customer is calling from and deliver the relevant content back to the caller's PC. The Chrysler Group has been able to use its incredible brand power to funnel direct sales leads to its dealers and converts 20 percent of callers who use click-to-call into sales, as opposed to just 10 percent through traditional phone channels.

Click-to-call and the third-party site
Automotive marketplace, Autobytel, is using click-to-call to breathe new life into standard online contact forms and to make it easier for dealers to manage and communicate with their online leads. 

Autobytel's Rapid Response program uses a form-to-phone function, powered by click-to-call, that allows consumers to receive a quote from a local dealer after filling out a form specifying their vehicle of interest. Once submitted, the form kicks off a workflow through which a call is launched to the dealer, informing the dealer that a prospect is online looking at a vehicle, along with details about the vehicle the person is researching. The dealer is then connected to the prospect over the phone to give immediate assistance. 

During the program's beta testing process, which involved 165 dealers overall, customer contact rates improved an average of 50 percent among the dealers who consistently opted to connect with Autobytel customers. One dealer increased its closing ratio by as much as 300 percent!

Crossing the channel chasm
Opel, a European subsidiary of General Motors, deployed a three-prong interactive approach -- email, video and voice -- to bridge online branding with offline sales for a campaign introducing its new convertible.

Opel emailed its database, asking recipients to supply their phone numbers in order to be entered in a sweepstakes. Opel greeted customers with a second email providing a link to a micro-site that contained a comedic three-minute movie, personalized with their names in one scene. During the movie, the consumer's telephone rang when a character in the film is seen dialing a phone, and a 30-second message from the character inviting the consumer to test drive the new car was delivered. 

More than 450,000 people received calls from Opel, which then grew its monthly newsletter list by 15 percent. Plus, the company engaged consumers with several minutes of branded content across multiple channels. 

Most interactive marketers are consciously trying to move their efforts beyond siloed events into integrated, cross-channel campaigns that allow customers to interact with the brand. Whether it is email, the web or the phone, marketers should always be one step ahead of customers, anticipating where they want to go and being at the ready to deliver the information they need.

While their business goals and models differ, all three companies mentioned above share the need to provide direct and immediate access to their best prospects to heighten the likelihood of purchase. Click-to-call -- given its flexibility, strong reporting and analytics and personal touch -- has been integral to making each initiative a success and creating a seamless brand experience regardless of channels. 

John Federman is CEO of eStara. Read full bio.