Website Engagement Modules

Overview

Fullpath's Website Engagement widget has many modules that are activated based on your shoppers' intent signals. Some of these modules are always on, while others can be enabled/disabled within your settings according to your unique business needs.

In this article, you will find a complete list of all possible modules, of which there are three types:

Default modules that are always on are marked with a  .

Default modules that are always  on  and  visible  are marked with a .

Modules without an icon can be enabled/disabled at will.

For more information on the default and opt-in modules offered, click here.

Modules are also marked here with a    to signify top-performing modules, as well as a depiction of their Minihome icon (if applicable).

Important to note: approved and compliant Website Engagement modules available for Stellantis dealers include:

• ChatGPT
• Eprice
• Offers
• Specials
• Quick react

Click on any of the module titles to learn more!

Quick React 

This module allows your dealership to push important and timely messages to your visitors and reflect dynamic changes in the market. A Quick React notification is shown to every visitor on their first visit to your site, regardless of landing page, making sure that your message gets out to everyone.

If a shopper clicks on the CTA of a Quick React notification, they are taken to the Assistance ("Contact Us") lead form, where they can leave any relevant information they would like for your dealership. 

Quick React can be enabled on the modules page of the Settings in your dashboard. After turning it on, shoppers will immediately begin to see the new notification on the first page upon entering your site. 

• You may edit the default message of the notification in the settings for the module. There are three fields to edit: Title, Subtitle, and CTA text. You may also upload a custom background image.
  
• File Types supported include: jpg, jpeg, PNG.
  
• Suggested dimensions: 329X118 (+-5%)

Redirecting Traffic from Quick React

We understand that in certain circumstances, you might want to direct traffic from the Quick React message to another URL on the Dealer website domain, instead of to the native widget form. For example, you might want to direct shoppers to your online store to complete their purchase online. In order to do so, you can choose this option in the Settings of the module, and provide the URL to which you'd like to direct traffic. Any time a shopper clicks on the CTA in Quick React, a new tab will open with the provided URL.

Quick React Leads Inside Your CRM

Quick React leads will appear in your CRM just like any other Fullpath leads. If you choose to receive ADFs with the module name in the Lead Provider field, leads will appear as Fullpath/Quick React. All of the relevant information will be included in the Comments section of the ADF (lead details, message, etc.). 

If your dealership requires shoppers to choose between the Sales and Service departments for the Offer Assistance module, the same will be reflected on the Quick React module. This can be changed in the Modules page of your Website Engagement settings. 

If the setting is checked, shoppers will be required to choose which department they are contacting, and the lead will be sent to the appropriate address (Sales or Service) as entered in your dashboard. 

E-Price

 

The Get ePrice Module is one of the highest-performing modules.  A website shopper may click on this Call-to-Action and provide basic contact information so your team can follow up with them to start the buying conversion. Their details (name, email, phone, vehicle of interest, additional comments) will be sent straight into your CRM. Learn more about the default and opt-in modules we offer here.

How Does it Work?

If a visitor has been shopping your site and is on a VDP page when they click the CTA, the vehicle details will autofill so they don't have to provide the obvious - the vehicle of interest.

Depending on their behavior (what they have viewed, how long they've been on-site, etc.), the visitor may be prompted to provide less or more information. As a rule, we don't believe in making someone provide obvious details we can collect automatically. 

In the dashboard settings you can change the text of the module to fit your marketing strategy.

If you click on the Email Follow-Up box, the customer will be sent an email about the details of the vehicle. Fill in the "Reply Email" text box with the email you would like any shopper replies to go to. If no email is provided, Fullpath will receive the responses and will forward them to you. 

The email will only be sent if the vehicle has a price listed in the place that the user converted. For example, if a user converts on E-Price from within the widget, and only provides a Make and Model of interest, no email will be sent. Similarly, if the conversion occurred on a Search Page, no email will be sent. The email is sent immediately after conversion. 

This email is an additional form of engagement for your dealership to take advantage of in handling lead follow-up. Instead of waiting for a member of your BDC to contact them, users will now receive communication moments after converting on your site. This email can then serve to remind them of the price they saw on your site and drive them to further interaction with your dealership.

 

Test Drive  

This module enables the visitor to book a time to come to your dealership to test drive a vehicle. They specify the make and model of the vehicle they want to test drive, select a time of day, and fill in their details. All this information is sent along with the lead to your CRM. The default setting for this module is to have the dealership set for the test drive location.

Test Drive Plus 

Test Drive Plus is a module that aims to convert users by offering them a VIP-style test drive. Shoppers are guided through a series of questions where they will provide all of their preferences to receive the test drive of their dreams. 
Test Drive Plus can be toggled on in your settings, on the Website Engagement Modules page. This is also where you will find options for customizing the module. The default setting for this module is to have the dealership set for the test drive location.

When enabled, the widget will make use of this new and improved module, instead of the standard Test Drive module. The module appears as a notification to shoppers, offering them a premium test drive experience. It can also be accessed through the widget and added as a dynamic CTA. 

When Test Drive Plus is enabled, the classic Test Drive module will still continue to run as a follow-up interaction in order to book an appointment. 

The flow is as follows (The shopper can skip any step which they may not find relevant):

1. Date and time: Shoppers will be asked to select the date and time of day (morning, noon, evening) when they'd like to take a test drive.
   
   
   
   
2. Location: Shoppers will be asked to select the appointment location from three options: at the dealership, at home, or at their office. If they select the dealership option, the address will be populated automatically. If they select home or office, they will be prompted to fill in the respective address. When a new address is provided, the Google Maps image will update as well. It is possible to limit the appointment location to just the dealership on the module settings page. The default setting for this module is to have the dealership set for the test drive location.
   
   
   
   
3. Beverage: Shoppers will be asked to select which beverage they’d like to drink during the test drive. You can decide which beverages to offer in the settings. Water and coffee are turned on by default; if they are deselected in the settings, the step will be skipped.
   
   
   
   
4. Features: Shoppers will be asked to select the category of features that they are interested in learning about during their test drive.
   
   
   
   
5. Expert: Shoppers will be asked to select the employee they’d like to accompany them on their test drive. You can upload these employees in your settings. Note, if no employee options are uploaded, this step will be omitted and the user will not see it. You can also enable a notification email to be sent to the employee when a shopper books a test drive with them. Learn more here.
   
   
   
   
6. Confirmation: Shoppers will be asked to fill out their contact details (first and last name, phone, and email address). All details are included in the comments section of the ADF.

Book Appointment

This module is a lead form with a time and date picker. The time and date chosen are included in the ADF. In addition to dynamic appearances based on shopper intent, this module links out of the Reviews module, and it is also offered after a Trade-In conversion.

 

Service  

The Service module enables you to collect information about shoppers who are looking to receive vehicle service or to redirect those shoppers to the native service page on your site.    

Clicking the Service icon opens the Service module:

• The Service module will appear when a shopper shows intent or interest related to service (e.g. coming from a service ad, a service email, or visiting the service page on the website). When the Service module is engaged, the shopper can either be directed to fill out an in-widget form, or be redirected to a native service page on the website. 
  
  
• Any leads captured inside the Service module may be sent as an ADF into the Dealership CRM with the lead source labeled as Fullpath | Service. To enable this setting, go to Dealership level settings > Lead Routing.
  
  
• When configuring the Service module you can select to have it come into the CRM as a Service ADF lead as well as set up an HTML email to go to a person as well.
  
  
• If your dealership would like to upload custom service offers and serve these as website engagements, the Service Module must be ON and NOT THE URL REDIRECT. 
  
  
• If your dealership does not have a service department, please reach out to your Customer Success Manager.

Offer Assistance ("Contact Us")    

This module allows the shopper to send a message to your dealership. The module consists of a lead form with a free text field. All text filled out by the shopper will be sent to your CRM. The copy shown (i.e., Text us, Contact Us, etc) can be changed within the Modules Settings Page.

Get Directions

This module shows your dealership's address and a Google Maps screenshot. It is never delivered as a targeted interaction. If it is shown after conversion on another module and offers to send a Waze or Google Maps link to the visitor’s phone. This is considered a second conversion.

Opening Hours

This module shows your dealership's opening hours as set on the Hours Settings Page. It can be accessed in two ways:

1. By clicking on the "Store details" (map pin) icon at the top of the widget homepage:		2. By clicking the "Hours" (clock) icon at the bottom of another widget module:

Offers 

The Offers module displays OEM or dealership incentives to shoppers. The module strives to deliver the most relevant offers to visitors, based on their browsing behavior. For example, someone who has shown an interest in the Chevy Cruze will likely be targeted with an offer for that vehicle.

There are sometimes situations where there are no offers currently live. In this case, clicking on the Offers icon in the widget will take the visitor to the site's Specials page (as set up on the Website URLs Settings page). 

Offers can be added either automatically (via Dealer Offers' site scrape) or uploaded manually (either individually or via CSV file).

Trade-In 

Trading-in a vehicle is a common step in the vehicle purchase journey for most car buyers, as shoppers usually want to know how much they’ll get for their old vehicle.

In this module, shoppers are prompted to provide:

1. Contact details
2. Shopping intent (Are they interested in a new vehicle? Used vehicle? Just selling their car?)
3. Current vehicle details

If you've enabled KBB, Show quote as range - is default configuration and the shopper will proceed with a branded flow and receive a trade-in estimate via the widget:

If your Trade-In provider is not KBB, shoppers will not receive an instant estimate, and the flow will appear as follows:

 

Module Settings and Optional Follow-Up

Additional and optional settings for the Trade-in Module can be adjusted on the Modules Settings page in the Fullpath dashboard:

Trade-In URL Redirect

Dealers may request that their onboarding specialist enable a trade-in redirect which, when the trade-in module is clicked, will redirect users to the Dealerships's trade-in page INSTEAD OF opening up a form fill to prompt conversion and lead capture. *This feature is supported on Desktop and Mobile.

 

Trade-In iFrame

Desktop: If the fullpage Trade-In iFrame is enabled, the Fullpath Trade-in module will appear as a page embedded on the dealership on the website.

Mobile: the Trade-in iFrame will appear as a full page on mobile, however the user may 'x' out of the engagement in the upper right hand corner.

** important to note: if the dealer has no alternative webpage under the iframe placed by Fullpath, the user may see a blank or empty page if they choose to 'x' out of the engagement on mobile devices.

 

Follow-up Email

With this feature enabled, whenever a shopper converts on the Trade-In module, a follow-up email will be sent to them using the email address provided upon conversion. 

This email is an additional form of engagement for your dealership to take advantage of in handling lead follow-up. Instead of waiting for a member of your BDC to contact them, users will now receive communication moments after converting on your site. This email can then serve to remind them of the price they saw on your site, and drive them to interact further with your dealership. 

Chat   

The Fullpath chat module supports several Chat configurations. The native Chat options include:

Fullpath Ai Powered ChatBot to interact with website shoppers in order to capture more leads and improve the website experience. Our ChatBot is trained to follow several different shopper flows, based on keywords and context, allowing it to respond to any number of visitor intents. 

Fullpath ChatGPT is a unique in that it combines the wide breadth of knowledge ChatGPT holds with Fullpath’s Customer Data and Experience Platform proprietary data layer. This allows the chat to provide highly specific dealership-relevant answers to hyper-specific inquiries. 

** Click here to find out more about Fullpath ChatGPT, our AI-powered chat solution that will catapult your dealership website into the future! **

Placement and Positioning

The chat module can be accessed from within the widget Minihome icon, as well as through an optional label marked "CHAT" on the side of your screen. Read more about Chat icon positioning on your website. Learn more about the chat label placement here.

User Flows

There are several user flows pre-programmed into the Ai Powered Chatbot including lease, finance, service inquiries, and book an appointment. A shopper can easily input and search for a stock or VIN and begin a conversation about a specific vehicle.

There is also a dedicated flow for advanced features: When a shopper discusses advanced features, such as captain seats or engine power, Chat searches the details of the vehicle in question to determine if it can respond to the question. If it cannot, it offers to put the visitor in touch with an inventory expert, directly responding to their need. 

             

Chat Integrations

The optimal implementation of our Chat Module is to launch live within with our native Fullpath Chat (Ai Bot or ChatGPT) widget in the lower right-hand corner of the screen. 

However, we are also happy to help you integrate your existing chat vendor with the Fullpath widget. Read more about how Fullpath's onsite widget can support and integrate with other Chat providers.

**For Toyota dealers, events will automatically be fired and sent to Google Analytics according to TDDS compliance. These events include:

tradeInImpression
tradeInVehicleIndicated
tradeInFormInitiation
tradeInStart
tradeInComplete
tradeInFormSubmission
tradeInApptSet

chatImpression
chatClick
chatMessage
chatLead
chatClosed

Pre-Order

When a Shopper is directed to a landing page for pre-order inventory (from a pre-order inventory ad or email), the widget will trigger the Pre-Order module with a lead capture form. The module will populate with the relevant vehicle details used in the ad, as well as static text reading “Reserve Your {{make}} {{model}}". 

If a Shopper comes to the pre-order landing page on a dealer site independently (i.e. not from a pre-order ad), the widget will still trigger the Pre-Order Inventory module and attempt to capture and convert the shopper.

In leveraging Fullpath's native retargeting abilities, shoppers who viewed vehicles on Pre-Order landing pages can be retargeted on-site during their current and future sessions.

Leads and Labeling

Any leads captured inside the widget's Pre-Order Inventory module are sent as an ADF into the Dealership CRM with the lead source labeled as Fullpath | Pre-Order Inventory. You can enable this setting on the Lead Routing page under Dealership Settings:

Enabling/Disabling

The Pre-Order Module will only appear if you have enabled Pre-Order Inventory as a data source inside the CDXP. Read more about adding pre-order inventory to your platform here.

If pre-order inventory has expired, this module will be paused and will not appear live on your site.

Reviews  

Many shoppers won't proceed with the buying process without reading reviews about their vehicle of interest and potential dealership of purchase. The Reviews module is a handy way to display this valuable information at your website visitors' fingertips.

The module pulls in reviews from Google and will only display those that receive 4 and 5 stars. Fullpath will automatically update your reviews every 24 hours so that they always remain fresh and relevant. Visitors have the option to convert on the Book Appointment module by clicking the CTA at the bottom of the reviews.

Deal Calculator  

This module is a tool that can help your shoppers calculate their monthly payment (whether lease or finance), based on the vehicle price and their credit score. Users fill in a few fields, convert, and then receive a report explaining the monthly payment breakdown. This data gets sent to the CRM with the lead. This module will appear on SRPs and VDPs. It can also be connected to a Dynamic CTA on VDPs and SRPs.

When enabling this feature, it’s important to set expectations appropriately. These types of calculators will never be totally accurate, since there are so many variables along the way. That said, some dealers find it a great way to start a conversation.

A few things to keep in mind:

• Shoppers receive an APR (Annual Percentage Rate) based on the credit score range they select. We use a common APR calculator that we connect to via API. 
• The price of the vehicle is taken from the lowest price on the VDP -- this is typically less than MSRP if the dealership is showing a discounted price. 
• Discounts and incentives are not included in the estimated deal price. There are check boxes for the visitors to include incentives they might qualify for, but they are not calculated in the final answer. If the visitor checks something off, it can be a good conversation topic for your sales team.
• The disclaimer cannot be changed. 

Click to Call  

This module enables shoppers to call your dealership directly from your website. It sits at the top of the widget, with an icon of a phone. The phone number is taken from the Dealership Settings page in the Dashboard. This module is never delivered as a targeted interaction.  

When a shopper is visiting the site on their mobile device, if they click the click-to-call button, it will input the Dealership phone number into the Shopper's default phone dialer.  This will not automatically call to the dealer. The shopper must hit the "Call" button in their phone dialer to place a call to the Dealership.

       

Similarly, on desktop, it clicking on this icon asks permission to open the Shopper's default computer calling app (if available), and shows the dealership’s phone number; it does not complete the call. The Shopper will need to click the call button to actually place the call.

I noticed a discrepancy between the number of inbound phone calls and click-to-calls, why might this be?

When a shopper visits your website and clicks on the "Call Us" button, it does not automatically initiate a phone call. Instead, the feature will display the dealership's phone number on the user's screen, where they can then opt to call the dealer. 

Please note, the click-to-call feature is turned on by default, but can be turned off on the Website Engagement General Settings page.

Price Drop 

This module is triggered when a Shopper clicks on a connected Price Drop Dynamic CTA entitled "Price Drop". The form fill collects a Shopper's name and email, but DOES NOT SEND A LEAD INTO THE DEALERSHIP CRM. This is not considered a conversion onsite.

This module is simply designed to trigger an email to the Shopper when a price drop on the vehicle of interest is detected. It's a service for the Shopper and is meant to bring them back to the website where they can convert on other relevant modules. Examples of a Price Drop CTA, triggered-module, and email to Shopper are below.

Price Drop CTA on Dealer Website

Module Triggered by Price Drop CTA on Website

Email Sent to Shopper