Dealer website design and digital marketing agency Bluesky Interactive has partnered with automotive start-up, Autochart, to integrate lead profiling technologies into its website platform (the Cog Platform).

Autochart software tracks visitors behaviour around a dealer’s website, and then adds this data to enquiry emails, and to the Bluesky lead management system, Cognition LMS.

Dealers can then use this information to respond more appropriately to enquiries.

Example:  A visitor arrives on the website having clicked an AdWords ad, searching for the keyword 'used Ford Focus'.

Once on the site they look at two different Focus models and then search (using monthly price) for a Fiesta instead. They enquire on this Fiesta, and the accompanying email enquiry contains all of this information. The sales team then use this to influence how they approach the lead - in this instance, upselling to a more expensive Focus with a finance deal.

Dealers can login to the Autochart back office to see all the available information and the data gathered is also added to the LMS and added to the bottom of email enquiries.

"Statistics show that dealer interaction is the most important contributor to making a sale – counting for 43% of the sales effectiveness. Combine this with the fact that nurtured leads make 47% larger purchases than non-nurtured leads and it is clear that interacting with customers in the most relevant and appropriate way, as enabled by Autochart tracking, has a strong sales benefit," Bluesky Interactive said.