This Dealer Trade-In Tool Is Converting at 30+%
If your website trade-in tool barely moves the needle, Mike Crothers shows what a high-converting one looks like and why it pulls more leads from the same traffic.
Mike says the trade-in tool in this video is helping dealerships convert upwards of 30+% of their traffic, measured click to lead.
The flow stays on the dealer's website, is 100% mobile friendly, and is fully branded to the dealership.
Shoppers get a valuation range from their vehicle information, condition, and color, and can request a firm offer by validating their phone number and VIN.
Mike credits the higher conversion to a mobile friendly, interactive flow that takes under 30 seconds to fill out and just works.
Shoppers who do not buy today get a branded value tracking email every month with a call to action to become an active lead again.
Most dealers have a trade-in tool on their website. The real question is whether it is producing leads or just sitting there. If you have ever wondered what conversion rate a dealer trade-in tool should have, Mike Crothers, CEO of MOTO(acquire), has a straight answer: the tool he walks through in this video is helping dealerships convert upwards of 30+% of their traffic. And he means click to lead.
That is not a vanity metric like page views or button clicks. It is a shopper landing on your trade page and leaving their information. Below is how the flow works, why Mike thinks it converts better, and what happens to the shoppers who are not ready to buy yet.
What conversion rate should a dealer trade-in tool have?
Mike's benchmark from the video is upwards of 30+% click to lead. That is the number to hold your current tool against. Pull the traffic to your trade page, count the leads it actually produced, and see where you land.
If you are well short of that, in Mike's view the gap usually is not your traffic. It is what happens after the click. A tool that is slow, clunky on a phone, or that sends the shopper off to another site gives them a reason to leave before they ever become a lead.
How the trade-in flow works for the shopper
It all starts with a page on your website. It is 100% mobile friendly, keeps the customer on your site, and is fully branded to your dealership. There is no handoff to someone else's page.
Vehicle details. The shopper fills out their vehicle information, what condition it is in, and what color it is.
Valuation range. Boom, they get the valuation range they were looking for. That is the piece of information that brought them to your trade page in the first place.
Firm offer, if they want it. They can click to get a firm offer and validate a few pieces of information: their phone number and their VIN.
The shopper gets something valuable before you ask for much. The firm offer step is optional, and it only asks for what you need to put a real number in front of them.
Why this trade-in tool converts better
Mike keeps the explanation simple:
It is mobile friendly. Shoppers are on your site from their phones, and the tool is built for that.
It is fast. It takes under 30 seconds for customers to fill out.
It is interactive. The shopper answers simple questions and gets something back, instead of filling out a long form and waiting.
It just works. No broken steps, no dead ends.
What about shoppers who are not ready to buy?
This is the part Mike calls out as super valuable. If the shopper does not buy today, they get a value tracking email every single month, hitting their inbox until they do buy.
It keeps your dealership top of mind and gives the customer a piece of information they actually want: what their vehicle is worth. Each email is fully branded to your dealership and has a call to action to make them an active lead again. A trade lead that goes quiet today still gets a reason to come back every month.
Where MOTO(convert) fits
The tool in the video is MOTO(convert) by MOTO(acquire). It is a website trade tool with instant valuations, firm offer requests, and monthly value tracking, and it includes the free buying power tool.
If you are comparing options, see our video on the best trade-in tool for dealerships and our breakdown of how to get more website trade-in leads. You can find every related video in the Website Trade-In Leads topic hub.
Mike's offer in the video is simple: comment the word "convert" and he will personally reply and set up a demo. On this site, the fastest path is a Dealer Website Trade-In Audit, where we walk through MOTO(convert) on your own website.
Frequently asked questions
What conversion rate should a dealer trade-in tool have?
Mike's benchmark is the tool in this video, which he says is helping dealerships convert upwards of 30+% of their traffic, click to lead. Use that as the bar for your own tool. Measure the traffic to your trade page against the leads it actually produced.
What does a shopper need to enter to get a trade-in value?
For the valuation range, they enter their vehicle information, its condition, and its color. If they want a firm offer, they validate a few more pieces of information: their phone number and their VIN.
Does the trade-in tool send shoppers off my website?
No. The page keeps the customer on your website, is 100% mobile friendly, and is fully branded to your dealership. The shopper stays with you through the whole flow.
What happens to trade-in shoppers who are not ready to buy?
They get a value tracking email every month until they do buy. Each email is branded to your dealership and includes a call to action to make them an active lead again. It keeps you top of mind with information the customer actually wants.
How long does the trade-in form take to fill out?
Mike says it takes under 30 seconds for customers to fill out. He points to that speed, along with the mobile friendly and interactive design, as a big reason the tool converts better.
See how many trades your website is missing
Get a walkthrough of MOTO(convert) on your own site, with instant valuations and firm offer requests in one flow. Request your Dealer Website Trade-In Audit.
More on Website Trade-In Leads
Full transcript
Car dealerships. This trade-in tool is helping dealerships convert upwards of 30 plus percent of their traffic. And I'm talking click to lead. Let me show you how. So it all starts with this page. It's 100% mobile friendly, keeps the customer on your website, and is fully branded to the dealership. As soon as the customer gets to this, all they have to do is fill out their vehicle information, what condition their vehicle is in, what color of vehicle they have, and boom, they're going to get a valuable piece of information, the valuation range that they were looking for.
Plus, if they want to, they can click get a firm offer right here, and they just have to validate a few pieces of information: their phone number and their VIN number. So why is this tool converting better? Well, it's mobile friendly. It takes under 30 seconds for customers to fill out. It's interactive and it just works. Oh, and did I mention if they don't want to buy today, they're going to get a value tracking email every single month hitting their inbox until they do buy.
This is super valuable because it's keeping your customer top of mind and giving them a piece of information that they actually want. And this is fully branded to your dealership and has a call to action to make them an active lead again. This tool is called MOTO(convert) and it's by MOTO(acquire). If you want to install this system at your dealership, just comment the word convert down below. I'll personally reply to all of you and we can set up a demo together.