Dealers spend heavily to drive traffic to their websites, but many still struggle to turn that traffic into measurable sales opportunities. Brian Pasch’s Five Levers framework challenges dealers to stop blaming marketing alone and start examining the controllable factors that impact website conversion: website speed, traffic quality, CTA performance, merchandising and shopper experience, and analytics and measurement. KPEYE identifies opportunities across these five conversion levers and prioritizes actions based on potential impact and implementation effort.

This session will show dealers how small improvements across multiple areas of the website can create a meaningful lift in lead generation. The conversation will focus on practical issues dealers can act on, including slow pages, bloated vendor scripts, weak CTA strategy, poor form completion, merchandising friction, inaccurate tracking, and missing ASC-compliant conversion data. Brian has also warned that hidden third-party scripts, legacy GTM containers, and vendor tags can slow websites, mismanage first-party data, and reduce lead generation, making this a critical operational issue for dealers who want more opportunities from the traffic they already paid for.

Key Takeaways:

• Learn the Five Levers that impact dealership website conversion rates.
• Understand why more traffic is not the answer if your current traffic is not converting.
• Identify how page speed, scripts, tags, and GTM clutter can hurt lead generation.
• Discover how CTA performance and form completion rates reveal missed sales opportunities.
• Learn how better analytics and ASC-compliant tracking can help dealers measure what is actually working.