Making Your Website More Than a Digital Brochure in 6 Easy Steps
Today’s automotive buyers have rapidly changing expectations. Today’s consumers are more mobile, tech-savvy, and knowledgeable than ever before. They anticipate openness throughout the buying process and an enjoyable website experience, where digital engagement is essential for a successful transaction. Websites for auto dealers that served as digital brochures are a thing of the past.
How do you start this digital revolution, though?
The approach described below will assist you in meeting and exceeding customers’ expectations while reaching your company’s objectives. It will also help you optimize your online presence.
#1: Produce interesting material that caters to the demands of your audience You need to develop an experience that resonates with prospective clients to close the gap between your website and showroom. Ensure that your website reflects the expertise, customer service, and experience you promote in your dealership. By doing this, you can ensure that their digital experience and expectations match those of your dealership. Make your website’s resource pages engaging rather than merely landing pages. Which common and uncommon service queries do your F & I staff receive the most frequently? Create pages that address consumer pain issues based on feedback from the various departments inside your dealership. Create a page that responds to their inquiries by anticipating their questions. Uncertain about where to begin? Look up articles on current SEO best practices and Resource Page creation.
Customize websites for all visitors, whether they are using a desktop, tablet, or mobile device. More than 50% of traffic is generated by mobile and tablet devices. With a user experience designed for mobile devices, you must “speak” to this traffic successfully. Mobile adaptations are just as crucial as those for other devices. Mobile users search for more information than just your dealership’s address and phone number. A deep study is being done while they browse the inventory. Mobile shoppers, who cover every significant demographic and use their mobile devices to make well-informed decisions about what to purchase, where to buy it, and who to buy it from, range in age from the elderly to millennials.
Consider your own purchasing tendencies. Regardless of what you’re buying, you want a page that is simple to use on your smartphone and contains the information you need. When considering your clients who use mobile devices, keep that in mind.
Make your slideshow an effective route to taking inventory. Customers are ravenous for knowledge. We need to make it simple for visitors looking at your site to quickly access your inventory because the internet has made it possible for customers to be better informed before visiting your dealership. If at all feasible, link your presentations to your vehicle listing pages (VLPs) and vehicle details pages (VDPs), as the latter is where buyers are most likely to convert. Make sure your slides contain a clear message. You may learn a lot about who is looking at your inventory via VDP views.
Use VDP views to your benefit. If a certain car has had a lot of VDP views, chances are that someone is visiting your showroom to look for that particular car. Have you ever had consumers that show up without a form or a phone call but are fully briefed on the specifications of a particular car in stock? That client had a VDP. Unannounced traffic is increasing, and showroom trips to dealerships are becoming more deliberate. Customers are highly likely to make a purchase if they are in your showroom. To reach the goal of a genuinely seamless online the in-store shopping experience, be as educated about inventory as you can, have that often-seen automobile nearby, and have a test drive ready.
#5. Transform physical showroom excitement into digital showroom excitement – Stickers, balloons, streamers, price changes, and vehicle placements are just a few examples of merchandising techniques used in your line of work. And to accomplish this properly and generate enthusiasm, it takes a lot of work and talent. This also needs to be reflected in your digital merchandising plan. Thankfully, it requires far less physical work.
Dealer.com Inventory lifecycles can assist you in automating the merchandising of your stock from the moment your vehicles arrive on the lot until they are no longer new. To increase awareness and interest in your inventory, consider adding personalized remarks, image overlays, or featuring vehicles on the homepage of your website.
#6. Analyze results with analytics: Data is crucial. You have immediate knowledge of the digital success of your dealership thanks to Dealer.com Analytics. You may slice and dice information to get a comprehensive view of the business, from time spent on the site to conversions. Clients of Dealer.com can access analytics reports from MyCarsTM and the Consumer Demand area to get the information they need to make the next critical business decision.
In the world of technology today, you are in a unique position. Take advantage of your website. Start the journeys of your customers off right with well-designed pages and obvious routes to inventory. Set the stage for their visit to your dealership, then wow them once more when they get there.
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