Many of the dealers I talk to are extremely concerned about the conversion rate of their dealership website, and rightfully so.  Converting website traffic into leads should be a priority of everyone involved with your site, from your vendor to your Internet Manager to your GM.  One way to affect your conversion rate is by optimizing the contact forms you use to collect leads.

Reduce the Size: Keep the number of form fields to a minimum; only ask for what you absolutely need to follow up. Many people get overwhelmed when faced with providing a lot of personal information just to get some info about a car.

Design the Mobile Version First: Not only will this help ensure you have mobile-friendly forms on your mobile dealership website, but it helps you focus on keeping the form simple.

Reduce Friction: This could be as simple as making it clear which fields are required (even if it's all), using in-line validation to correct errors as they are made, or using ghost text to help users know what format they should use.

Make it as easy as possible for your dealership website visitors to submit a lead by simplifying lead forms.  If you have long, complicated contact forms, talk to your auto dealer website provider to see how you can simplify your forms and raise your conversion rate.