Overfuel, a dealership website and digital marketing platform, announced an exclusive partnership with On.Page, an exact visitor enablement (E.V.E) company. Overfuel will offer On.Page’s visitor identification and multichannel re-engagement to its dealer clients, deployed on Overfuel dealer websites, Overfuel said in a recent release.
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 said. 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.
Stop Celebrating 3%
A 3% website conversion rate is commonly viewed as a success in dealer retail, Overfuel said. Yet it means roughly 97% of website visitors, traffic dealers have already paid to attract, leave without identifying themselves. Many are in-market shoppers who simply aren’t ready to submit a lead; others leave because of a slow or frustrating website experience.
The partnership addresses both. 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, the company said. 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.
“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.”
Building What’s Next
Beyond the launch integration, Overfuel and On.Page are jointly exploring new product opportunities. “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.”
Availability
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, Overfuel said.
On.Page’s identification figure reflects its reported average across all active customers in September 2026 (91.73%). Actual match and activation rates vary by traffic composition, available data, consent configuration, jurisdiction and channel eligibility.
