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Thursday, 29 August 2019 17:00

Kukui Webinar Emphasizes Importance of Understanding Metrics

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When Lea asked what a good lead conversion rate is, Gossel said his shop starts looking for problems if the conversion rate falls below 30 percent. Grabina agreed that 25 to 30 percent is a reasonable expectation for repair shops, but he added, “It depends on the source that the lead comes from: it may be an organic source like Google or an ad, or it could be a referral from a regular customer. I need to figure out where the lead came from and decide if this is an advertising source I want to pursue.”

 

Lea shared Gossel and Grabina’s dashboards, exploring and explaining various metrics, including revenue, car count, average repair order, leads to new customers and many more.

 

Gossel stressed, “The key is to know where everything is coming from. You have to determine which ad sources generate the most leads and customers. For missed leads, look at when it happened and why you missed the lead. If you don’t answer the phone, you’re flushing money down the toilet. Tracking your email conversion rate is also huge.”

 

Grabina evaluates his dashboard on a monthly basis, looking at total revenue and car count to figure out how to get to where he wants to be. He stressed the importance of the lead tab to identify his best ad sources as well as potential issues when conversions don’t happen. “We use this information to train our service advisors and provide them with performance feedback,” he said.

 

When Lea asked about the value in Tekmetric, Chilukuri explained, “It’s mostly about streamlining the effort [to track metrics]. We offer tools that allow automotive and collision repair shops to bring in a job that was previously declined and make it more efficient for service writers to sell that job in the future. We love to build things that users want to see. Shop owners follow the metrics they’re told to follow, but they should step back and think about what is important to their individual business.”


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