How Frank Leta Honda Optimizes Their Website Experience to Drive More Sales with Fullpath

A dealership’s website is one of the most – if not the most – important point of contact on the shopper journey. The website acts as a virtual showroom, sharing inventory, promoting dealership services, specials and deals, while also promoting what the shopper can expect from their experience should they decide to make a purchase from the dealership.

Fullpath Website Engagement ensures the dealership website does more than just display inventory; it ensures every website visit is optimized to welcome, assist, and convert visitors. Using AI combined with the dealership’s first-party data, Website Engagement automatically engages website visitors by offering a personalized shopping experience based on their individual needs and preferences, increasing the likelihood of conversion. 

Since partnering with Fullpath Website Engagement at the start of 2025, Frank Leta Honda in O’Fallon, Missouri has successfully engaged two out of every three of their website visitors – a 66% engagement rate – with highly-targeted, timely prompts designed to drive conversions. 

Value That Drives Volume

Website Engagement works by activating the dealerships inventory, specials, OEM offers, first-party shopper data and more to automatically deploy and display the right offer at the right time to each shopper as they browse the website. The all-in-one, non-invasive website optimization tool also includes over 15 modules that help shoppers schedule appointments, test drives, and showrooms appointments, get a trade-in evaluation, or get quick answers from the optional ChatGPT-integrated chatbot without having to search the entire website to find what they need.

In the 5 and half months since adding Fullpath to their website, Frank Leta Honda saw a shift in their lead to sale close rates. Website Engagement leads close at 12.82%, a 40% increase over other internet sources that close at only 9%. This demonstrates how targeted engagement and website optimization not only boosts lead volume but also dramatically improves conversion efficiency. 

The Chat That Changed Lead Quality

At the start of May 2025, Frank Leta Honda decided to turn on Fullpath Website Engagement’s optional ChatGPT-integrated chatbot. Leveraging generative AI combined with the dealership’s unique data set, the chat instantly replies to shopper questions, provides dealership-specific information, and offers personalized recommendations based on shopper needs to help them in their decision making process. 

By May 12th, less than 2 weeks after turning on the chatbot, Frank Leta Honda brought in 84 leads, exceeding their usual monthly conversion rate by 13.5%. The ChatGPT-integrated chatbot prompted 136 conversations, 55% of which converted into leads as a result of the conversation, indicating that over half of those shoppers are now one step closer to a dealership visit or a purchase.

In providing instant, tailored replies, Website Engagement’s ChatGPT-integrated chatbot helps to eliminate barriers and reduce overwhelm by offering clear, detailed answers that nurture website shoppers into tangible leads for the dealership. 

“Fullpath is more than just a vendor,” says Joe Brown, CMO at Frank Leta Auto Group. “They’re a true dealer partner who actively listens and evolves their platform based on real dealer feedback.”

“Since launching Website Engagement at Frank Leta Honda, we’ve seen a 40% boost in lead-to-sale conversion and are now engaging two out of every three website visitors. Fullpath has helped us turn our website into a true AI digital storefront that supports the shopper journey and drives real results.”