Koons.com visitor-to-lead conversion versus child websites
Case study / Koons.com
Evidence recovered from 2022 and 2024 first-party decksOne site.
Six times the signal.
Koons did not make every legacy rooftop experience slightly better. It built one fast, high-intent group destination and gave shoppers a cleaner path from vehicle research to lead.
SpeedConversionLead quality
The headline
Performance showed up twice.
Separate historical snapshots used different reporting windows, so they are not treated as one continuous experiment. Both point in the same direction.
Koons.com conversion versus individual Koons sites
Historical speed benchmark
Fast enough to disappear.
The 2022 Toyota presentation recorded Koons.com at 0.36 seconds to first content and 0.64 seconds to interactive. The source does not identify its test tool or device profile, so these are presented as a historical benchmark, not a current lab result.
0.36sfirst contentful paint
0.64stime to interactive
The conversion snapshots
The source values, not the folklore.
May 2022
October 2023
Independent attribution
The lead increase was not self-scored.
OneVision, an independent third-party attribution company, verified a 650% increase in leads for Koons.com. The result is presented exactly as verified, without manufacturing a denominator or measurement window that is not attached to the current archive.
Verified by OneVision
Not just more leads
The leads reportedly closed better, too.
The 2022 Toyota presentation reports that Koons.com leads closed 53% higher than all other internet sources. The slide does not expose the underlying counts or close-rate denominator, so this remains a source-reported result rather than an independently recalculated one.
The pattern
One destination. Less friction. Better intent.
Concentrate demand
Koons.com gave the group a single destination for inventory and high-intent shopping instead of fragmenting demand across child sites.
Remove the wait
The historical speed benchmark shows the experience becoming interactive before many automotive pages show their first useful content.
Measure the business outcome
The recovered decks connect the experience to leads and lead quality, not vanity traffic or a prettier homepage.
What Koons means for McLarty
The precedent is strong. The McLarty decision should still be measured.
Koons shows that a fast group-owned experience can outperform fragmented legacy paths. McLarty now has its own Monday cohort signal. The smart next move is to unlock more traffic with explicit guardrails, preserve cohort measurement, and judge the rollout on lead conversion and lead quality.
Unlock 100% SpeedThe marketplace proof
The pattern repeats across every group site we have built.
Across four Auto Genius group sites, the group destination averages a 450% conversion increase. Every single one now produces more leads than all of its individual child sites combined.
6.23x conversion multiple. 650% more leads verified by OneVision.
Group site now generates more leads than all child sites combined.
Group site now generates more leads than all child sites combined.
Group site now generates more leads than all child sites combined.
This is what a McLarty Auto group site can be. One fast destination. Every rooftop behind it. More leads than all the individual sites combined.
Build the McLarty group siteEvidence notes
Strong source. Honest limits.
These are historical first-party business-review materials, not an independent audit. Derived ratios are calculated from the visible source values. Claims without visible denominators were either labeled source-reported or left out.
- TMNA and Koons: Koons.com TechnologyMay 31, 2022 / pages 16–18
Contemporaneous Koons presentation prepared for Toyota Motor North America; recovered as a PDF export from the Auto Genius Google Drive archive.
- Koons × Auto GeniusMarch 8, 2024 / pages 3, 16–17
Auto Genius business-review deck recovered as a PDF export from the Auto Genius Google Drive archive; the cited snapshot is labeled October 2023 in the source materials.