Many service scheduler forms ask questions that consumers don’t know the answers to, therefore, you should think twice before blindly sending consumers to your service scheduler.
This week on Auto Marketing Now, learn why your service scheduler shouldn’t be in your main navigation and how to increase your engagement.
Service schedulers use iframe technology, meaning you cannot track consumer engagement with your forms. Without this information, you do not know how many people begin filling out your form versus how many forms are actually completed. This data, otherwise known as Form-Completion-Rate (FCR), would provide insights into the effectiveness of your service scheduler.
Instead of placing the service scheduler on your main navigation, use a general service page with a button to instruct consumers to fill out a form to schedule a service appointment. Comparing the number of people who clicked on the button verse the number of forms submitted would tell you your FCR—enabling you to create a more engaging form and get more service appointments. Simply implement your data into the equation below:
FCR= Number of form-fill service appointments/Number of button clicks
If you find that you have an extremely low FCR, this is a sign of a bot problem. This would indicate that malicious computer software is being sent to your site and is eating up your marketing budget.
Knowing your Form-Completion-Rate is critical for your fixed operations marketing. This data can help you discover if your service scheduler is too cumbersome and test other designs to see what increases your FCR. Making the process as easy as possible for consumers will help increase your appointment ratios.
Try tracking your Form-Completion-Rate and let us know what you think—and remember to tune into Auto Marketing Now for the most innovative strategies in automotive digital marketing.