Dealership insights
Edge Performance Sports Credits CXMAi for Doubled Website Traffic and 30% More Leads (2019)
In 2019, Edge Performance Sports told Powersports Finance its traffic doubled and leads rose 30% on CXMAi. What it reported, and how to measure your own.
Quick answer
In 2019, Edge Performance Sports President Ryan Gentry told Powersports Finance that PSX's CXMAi platform had doubled website pageviews and lifted leads 30% in a year, with monthly unique visitors reaching 17,500. These are dealer-reported figures. This case study explains them and shows how to measure a website and CRM change.
In 2019, the trade publication Powersports Finance interviewed Ryan Gentry, then President of Edge Performance Sports in Ontario, Oregon, about the software his dealership had moved to the year before. His answer was a pair of numbers: pageviews had doubled and leads had risen 30% in the past year. He credited PSX's CXMAi platform.
This article tells that story as dated history, with the figures labelled as dealer-reported. It then does what the original coverage did not: it explains what those numbers can and cannot tell you, and how to measure a similar change at your own store. It does not say or imply that Edge Performance Sports is a PSX customer today.
What Edge Performance Sports reported in 2019
Every figure here is dealer-reported, from Ryan Gentry's 2019 interview with Powersports Finance.
| Measure | What Gentry reported (2019) |
|---|---|
| Website pageviews | Doubled in the past year |
| Leads | Up 30% in the past year |
| Monthly unique visitors | 17,500 "this month", more than double the monthly traffic when the store started using PSX the year before |
| Live photos vs stock photos | Photos of assembled units made a customer "about 10 times more likely" to click on a unit, according to Edge's own studies |
| Purchase paperwork | Previously "very redundant"; customer information now filled out only once |
The publication's opening line put it this way: "A dealership management platform geared at powersports has doubled pageviews and boosted leads 30% at Edge Performance Sports in the past year, President Ryan Gentry told Powersports Finance."
The problem Edge was solving
Gentry came to powersports from the car business. The article noted that he had previously owned car dealerships, and that he described PSX as among the first dealership management platforms built specifically for powersports.
Two problems come through in the interview. The first was the website: it needed more shoppers, and shoppers who stayed. The second was the buying process, which Gentry called "very redundant", with customers filling out the same information more than once.
A PSX spokeswoman told the publication that the platform consolidated data into "a single dashboard view of all sales and marketing operations." She listed "mobile-first design, instant and easy to complete web lead and vehicle inquiry forms, real-time website viewing, [and] click-through and behavioral data" as the features behind the website results.
What the dealership changed
From the interview, Edge's changes fall into four steps.
- Moved sales and marketing onto one platform. Website, inventory, customer records and marketing worked from the same data instead of separate tools.
- Replaced stock photos with photos of real units. Edge photographed assembled units at the store. "When they see the inventory, the live photos make people click and stay," Gentry said. He added that even units priced above comparable vehicles with stock photos got more pageviews.
- Made inquiry forms quick to complete. Short web lead and vehicle inquiry forms, built for phones, were part of the setup the spokeswoman described.
- Cut repeat paperwork. Customer details were entered once, which Gentry said left customers more time to look at vehicles and made applications easier for the store to process.
For more on the photo side, see our guide to powersports inventory photos.
Pageviews, visitors and leads are three different numbers
This is the part the 2019 coverage, and most dealer case studies, leave out. The headline said pageviews doubled. The body said unique visitors more than doubled. Those are not the same measure, and the gap matters when you judge any vendor's results, including ours.
Google Analytics defines them precisely:
| Metric | Google Analytics definition | What it can mislead you about |
|---|---|---|
| Views | "The number of mobile app screens or web pages your users saw. Repeated views of a single screen or page are counted." | A shopper clicking through 20 photos counts many times |
| Total users | "The number of unique user IDs that triggered any events." | Closer to "people", but one person on a phone and a laptop can count twice |
| Sessions | "The number of sessions that began on your website or application." | Rises with return visits, not only new shoppers |
| Key events | "The number of times users triggered a key event." | Counts actions such as form sends, not sold units |
Now read Edge's numbers side by side. Traffic and leads both grew, but the reported figures cover different windows ("the past year" for pageviews and leads, "this month" for unique visitors), so they cannot be divided into a reliable lead rate. A site that reaches far more people also reaches more casual browsers, which is why traffic alone says little. The lesson is to report traffic, leads and lead rate together, over the same period.
Our article on dealership website conversion rate goes deeper on that ratio, and GA4 reports for powersports dealers shows where to find each metric.
How to measure a website and CRM change at your store
Use these steps before you switch any website or CRM, so your own "before and after" holds up.
- Pick the metrics now. Write down users, views, sessions, website leads and sold units from website leads. Define "lead" once: form, chat, text and tracked call, or a subset.
- Record a 12-month baseline. Seasonality is strong in powersports, so compare the same months year over year, not spring with winter.
- Mark the switch date. Note it in your analytics and CRM, along with any other change that month, such as a new ad budget or an inventory delivery.
- Measure the rate, not only the count. Track leads per 100 users and sales per 100 leads alongside the totals.
- Check the leads are real. Remove duplicates, spam and test submissions before comparing.
- Follow the lead to the sale. A lead that never reaches a salesperson is a number, not a customer. Check response time and outcome in the CRM.
- Review at 90 days and 12 months. Early numbers can move as tracking settles; the year-over-year view is the one to report.
A checklist for judging any dealer case study
- Does it say which metric moved: views, users, sessions or leads?
- Are the before and after periods the same length and season?
- Is the result labelled as reported by the dealer or measured independently?
- Does it give the lead rate as well as the lead count?
- Does it say what else changed at the same time?
- Does it say how leads turned into sales?
What has changed since 2019
PSX's old marketing name, PSX Digital (short for Powersports Extreme Digital Marketing), has given way to PSX Ascend. In 2019 the platform was called CXMAi, which the post spelled out as Customer Experience Management powered by Artificial Intelligence.
The pieces Edge used map to today's products:
- Website: connected powersports dealership websites, designed for phones, tablets and desktops, with inventory, forms and conversion paths linked to the CRM.
- Customer records and follow-up: the AI-powered powersports CRM, including ALMA, the Automated Lead Management Assistant. ALMA handles repetitive re-engagement and brings customers back to a live conversation with a salesperson. It makes no AI voice calls.
- Inventory photos: AI inventory management includes a guided mobile workflow for photographing the actual vehicle and publishing it with its details.
Edge Performance Sports also appears on PSX's site in a separate, undated statement. Chuck Scott, General Manager, said, in a dealer-reported quote shown on our testimonials page:
"The PSXAscend website, combined with their CRM, has allowed us to connect in a two-way conversation via phone, text, or email 99% of the time in less than 1 minute from the time a lead is submitted."
The Edge Performance Sports customer story covers that result, and Ryan Gentry's own advice on building better vendor relationships is a companion to this piece. Results depend on each dealership's process, staffing, market and execution; no figure here is a promise.
You can also see the same certified dealership websites on our sister site, PSXDigital's certified dealership websites page.
Sources
- Powersports Finance, "Dealer credits management system with increased pageviews, customer leads", 2019 (Internet Archive copy; the publication's site did not respond on 16 Oct 2026)
- Google Analytics Help, "Analytics dimensions and metrics"