Website Digital Insights & Trends
I conducted a website audit to identify opportunities for improving the dealership’s digital experience. During my review, I uncovered a missing inventory link and recommended an update that helped increase vehicle inventory visibility.
As part of a requested website audit, I identified optimization opportunities across the dealer group’s digital presence. On BMW of Morristown’s site, I uncovered a missing Electric Inventory link, limiting visibility for shoppers exploring EV options.
Before the audit, the BMW Electric dropdown only directed users to model research pages, creating a gap between EV shoppers and available inventory. I added a “Shop Inventory” link to improve accessibility and tracked performance before and after the update to measure impact.
According to GA4 data, the Electric Inventory page received only 120 views over 331 days prior to the navigation update, indicating that shoppers had limited visibility and access to available EV inventory.
Following the addition of the “Shop Electric” navigation link on April 29, 2025, the New Electric Inventory page received 109 views within 56 days, demonstrating a significant increase in visibility compared to the 120 views generated over the previous 331 days.
The addition of the “Shop Electric” link resulted in a 163.89% increase in daily Electric Inventory page views within 56 days. While sales attribution is still being evaluated, the update demonstrated the impact of creating clear digital pathways and improving inventory discoverability for EV shoppers.
