Overfuel, the dealership website and digital marketing platform, has announced an exclusive partnership with On.Page, the Exact Visitor Enablement (E.V.E) company. Through this collaboration, Overfuel will offer On.Page's visitor identification and multichannel re-engagement technology to its dealer clients, directly integrated into Overfuel dealer websites to maximize value from existing website traffic.
Under the agreement, Overfuel is On.Page's exclusive automotive retail website partner through April 2027, with a performance-based extension available through October 2027. During that period, On.Page will not offer its visitor identification services through any other website provider serving the automotive consumer retail market. Overfuel plans to use that head start to bring On.Page to dealers in every vertical it serves: automotive, powersports, RV, marine, and commercial vehicle.
A 3% website conversion rate is commonly viewed as a success in dealer retail, yet it means roughly 97% of website visitors leave without identifying themselves. Many are in-market shoppers who simply aren't ready to submit a lead, while others leave due to slow or frustrating website experiences.
The partnership addresses both challenges. Overfuel's website platform is built to pass Google's Core Web Vitals and to convert shoppers at an industry-leading rate, so more visitors take action directly. For those who still leave without identifying themselves, On.Page reports that its technology identifies up to 90% of anonymous website visitors at the individual level.
Identified shoppers within the dealership's primary market area can then be re-engaged through email, direct mail, Google, Meta, TikTok, CTV/OTT, and consent-based SMS and BDC outreach. This approach helps dealers convert high-intent shoppers they have already paid to attract.
"The automotive industry has spent years optimizing for the 3% of website visitors who convert, while missing opportunities to engage the other 97%," said Alex Griffis, CEO of Overfuel. "We've built our platform around exceptional performance and converting more shoppers. This partnership gives dealers an opportunity to extend that experience beyond the website, reconnect with high-intent shoppers, and generate more value from the traffic they're already paying for."
"For years, dealers have been shown traffic and VDP views as if they were the goal, and told that anonymous traffic is the cost of doing business online," said Michael Salicco, CEO of On.Page. "We built On.Page to prove otherwise. By identifying the real person behind the visit and reaching them on the channels they actually use, we help dealers grow by converting the traffic they've already paid for, not by buying more of it. Overfuel's platform is built for speed and conversion, and pairing it with On.Page puts two of the most powerful tools in dealer retail on the same website."
Beyond the launch integration, Overfuel and On.Page are jointly exploring new product opportunities focused on personalization and first-party data activation.
"Identification is the starting point," said Griffis. "Next, we're looking at how shopper signals, first-party dealer data, and AI can personalize the experience the moment a shopper arrives on the website, and make a dealer's outbound campaigns to existing customers far more relevant."
On.Page is now available to U.S.-based Overfuel dealer clients. Enrollment connects the dealer's website and CRM so that existing customers and active leads are suppressed from outreach, and all campaign creative requires dealer approval before deployment.
This exclusive collaboration marks a significant advancement in dealership website technology and digital retailing, enabling dealers to reduce shopper friction, improve local visibility, and create clearer paths from search to sale by leveraging visitor identification and AI-powered engagement.
About Overfuel
Overfuel delivers performance-driven websites and AI-powered digital strategies for inventory-driven dealerships across the automotive, powersports, RV, marine, and commercial vehicle industries. Its connected platform combines websites, AI-assisted shopper engagement, advanced analytics, local visibility and reputation tools, inventory management and syndication, and digital retailing, helping dealers reduce shopper friction and create clearer paths from search to sale.
About On.Page
On.Page is an Exact Visitor Enablement (E.V.E) technology company that identifies anonymous website visitors and helps businesses re-engage them through email, direct mail, CTV/OTT, Meta, Google, TikTok, phone, and SMS, where eligible. E.V.E turns anonymous shoppers into additional sales and service customers.
