Case Study | ContactAtOnce! Auto Dealer Chat

ContactAtOnce! Customer BargainNews.com Boosts Automotive Website Yield

ContactAtOnce! presence-aware marketing service key to 77% improvement in conversion rate.

ATLANTA, GA – June 21, 2007 – ContactAtOnce!, the leading provider of presence-aware solutions that convert more website visitors into prospective customers, today announced that BargainNews.com improved the conversion rate of its auto classified website by 77% after adding the ContactAtOnce! service to their enhanced advertising packages.

“As a classified publisher, retaining our advertisers during the accelerating shift from print to online media is imperative. In order to do so, we must maximize the yield of leads we deliver to them from our website while also being able to prove the value of their print presence. Additionally, we must provide them with the detailed analytics required to quantify the value of their ad spend”, said Dan Rindos, VP of Operations at BargainNews. “ContactAtOnce! has costeffectively given us both.”

Approximately six months ago BargainNews licensed and deployed the ContactAtOnce! service which consists of three major components:

Call-to-action graphics such as drop-in business cards that were added to the BargainNews.com web pages. The graphics are ‘presence-aware’, meaning they are only displayed if the specific auto dealer has a sales person available to answer questions at the moment the page is served. These graphics are made possible because ContactAtOnce! monitors the real-time availability of sales people at auto dealerships.
Branded communications services that make it quick and easy for interested shoppers on BargainNews.com to contact an advertiser. In addition to the traditional phone and contact-us forms, ContactAtOnce! “Web 2.0” communications options include instant messaging (IM), click-to-call, SMS text messaging, and PC-to-PC VoIP calling with live video.
Tracking and analytics via a web-based portal that make it simple for BargainNews and their advertisers to track and report on both print and website activity.

“Our constituents, both site visitors and auto dealers, like the user experience ContactAtOnce! provides,” said Rindos. “Site visitors like the instant gratification that comes from knowing when a sales person is available and being able to make contact instantly. Dealers like to engage prospective customers in live conversations because they know their chances of making a sale go up.”

About BargainNews
BargainNews.com is one of several regional classified ad web sites for the group of 9 weekly newsstand products serving the NY, NJ and CT area. Operated by Bargain News, LLC of Trumbull, CT, the site currently contains over 40,000 listings from the tri-state area, serves over 10 million pages views a month, and directly services over 467 area new and used car dealers on a weekly basis. For more information visit www.BNNMedia.com.

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Using Chat To Beat The Recession

Cambria Automobiles Holdings Ltd, a UK ContactAtOnce! customer and one the fastest growing dealer groups in the UK, today issued a press release highlighting the business benefits that chat has delivered for them. It is a very impressive story. Below is an excerpt, but read the full release here for a great example of what chat can do for a business.

“Cambria has a history of innovative online marketing initiatives”, said Ian Godbold, Head of Group Marketing at Cambria Automobiles Holdings Ltd. “but we could never have anticipated the magnitude of the business benefits derived from adding live chat to our websites including, most notably, increased sales that are the direct result of making our associates more accessible to in-market car shoppers.”

Cambria has documented results showing that 50% of consumers who initially contact a dealership via chat will ultimately go on to supply their full contact details and visit the dealership.

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