Almost all consumers turn to the internet before stepping foot inside a dealership, so your web presence is more important than ever before.
To engage the modern shopper, dealerships must adapt to meet their evolving needs—which means providing the most relevant information, in the most convenient way. If you don’t provide a “wow” experience, you’re sure to lose out on the sale. So where do you start? Try making these three changes to your strategy for a more engaging website:
Today’s shoppers turn to the internet to diagnose all problems, including issues with their vehicle. Dealers need pages for all of their services and any common questions or concerns that may cause a consumer to need that service.
Custom content about problems your consumers face, such as problems with car batteries or how to tell if you need new tires, will enrich the consumer experience, keep them on your site longer, and boost organic rankings. Most importantly, providing them knowledge without a hard-sell will help build trust between the consumer and your brand. Therefore, even if they aren’t ready to make a purchase, they are likely to keep your store in mind for when the time comes.
ENGAGEMENT PER SESSION
Not all of your content will be highly engaging, therefore, it is best to test which content your customers connect with the most.
Tracking Engagement Per Session (EPS) will allow you to measure the engagement on a particular email, post, and anything else to determine the quality of your campaigns. Once you determine the language and design that works best, you can create higher converting campaigns, greater website engagement, and increase your return on investment.
All social media, email, and website posts must be tagged in order to determine what content is and isn’t thriving.
MAKE IT EASY
Too often, forms are embedded in dealership sites using iFrame technology. This not only limits the tracking capabilities, but also makes the forms less engaging. Dealers should create custom forms that use auto-population to make it as easy as possible for consumers to fill out your form.
You should also engage more consumers via text message. Today’s shoppers are busy, and a text message is generally the best way to reach them. Update your auto-responder or your first personal response to the consumer to incorporate a texting option. You can say something like, “Is this the best way to reach you, or would you prefer text message communications?”
Many automotive website platforms are not inclusive of the marketing tools you need, requiring you to use plugins. This causes slower load speeds which works against your dealership and lowers your ranking in Google. If your website has multiple plugins, and you cannot change website platforms due to OEM regulations, it may be profitable to maintain a second website that incorporates the features and tools you need and provides a seamless experience without the need for all of the plugins.
Try implementing these small changes and let us know what you think!