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“Four Ways to Improve Your Dealer Web Site”

Posted by Jeff Kershner | Monday, May 29, 2006 | Posted in Best Practices

I’m honored to have contributed a small article, “Four Ways to Improve Your Web Site” to the latest issue of Digital Dealer.

In the Article I touch on 4 simple key elements that an ISM can quickly do to improve conversion on their dealership website. I know it’s some really basic stuff but I bet only 10% of dealer’s websites implement all 4 of these.

1. Phone number placement throughout the site
2. Update your specials..I try to have no less then 10 used cars on special.
3. Pricing – have some sort of pricing on your site
4. Multiple photos

Follow the link to the article. While your there, check out the latest issue of Digital Dealer, Mark does a great job with the publication.

Here is a copy of the complete article:

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While some of these items may seem very elementary, I think it’s good to review some design and functional basics on the site. With hectic schedules and changes in the Internet department, it’s always a good time to review simple tactics that are critical parts of making a customer feel comfortable on your web site.

1. Phone number placement on the site

Is your Internet sales number placed in the top right corner or the very bottom of your web site or is it visible to customers all the time? Your dealership’s phone number is a call to action! Use it. Don’t make your customer have to look for your phone number. Don’t hide it on the Contact Us page. When they see a vehicle they like on your vehicle details page, make sure your phone number is right there – smack in their faces! An e-mail contact form is nice and can help conversion but some customers want to start the transaction on the phone and this helps you to better control the sales process. Text on the site should read “Call Our Internet Sales Department at 1-800-888-8888.” Get it out there and make it easy to find!

If you want to get fancy and take things to the next level, obtain services from one of the call tracking services, and use a totally designated number for this specific area on your site’s details page. This will allow you to track your conversions and activity from different places on your web site.

2. Update Your Specials

I can’t tell you how many dealer web sites I visit only to find they never update their specials page. The specials page is one of the most visited pages on a dealer’s site. Why would you not keep your specials updated? Get your old-age units on there with an aggressive price. Take it a next step further and use another separate phone number on this page to track its performance.

3. Price, what price?

My favorite: “Call for Price.” I’m a firm believer that you need to have some sort of pricing on your site. Our customers want to see a price, even if it’s not a sale price; they want to know what they have to work with and if a vehicle is in their budget range. Can you imagine going to your local retailer to purchase a big screen TV and none of the TVs had any pricing? How frustrating would that be? In the customer’s eye, it really is the same deal. If you’re going to have Call for Price, then take it a step further and have “Call 800-888-8888 for a quick special Internet price.” Add the phone number and make it a part of the call to action!

4. Load up the photos

Photos help with conversion, so why would you have a web site without a multitude of them? Try and get a process set up so you have your photos taken right after the car has been detailed. No one wants to see photos of a dirty car! Build value in the vehicle with your photos. Do a full walk-around of the vehicle, catching every exterior and interior panel. If the vehicle has a special feature like a CD changer, heated seats or navigation system, take a close up shot of these accessories. Put that customer in the seat of that car and let them start taking ownership. If you’re using a service for your photos, take the time to pull your cars out and show exactly what you want and how you want your photos to look.

Share the wealth!

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Joe Pistell

"...We have added a picture of the sales person who is sending the email ..."

That's a good idea!

For those of us that are working with a larger staff, Here's an idea that I'm just beginning to develop.

http://www.breseechevrolet.com/pick_a_rep/

We all know how customers like to mystery shop AND we all know how they dislike the haggling, I'm building a method where we can get the customer to show themselves by picking a rep that they'd like to deal with.

Customers like to choose their cars, why not their reps? I'm doing a total makeover on our site, it's about 2-4weeks out and I'll be adding this feature into it.

I'll keep you posted on weather shoppers like to choose a rep.
JP

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Jake Wirth

Great Basic Structure Jeff, I think the positive externalities that these 4 points share really can improve the Internet Operation of ANY Dealership! I am a one-man-show Internet Manager at a Suzuki Dealership in Indiana and average 23% of our Dealerships Monthly Pre-Owned Sales and 20% of the New & Pre-Owned Combined Sales. I pay close attention to Jeff and the Advice on this site, GREAT STUFF Jeff (you make me money every day)!!

1. Phone number placement throughout the site:
I have increased my call volume by including a Watermarked Logo, My Name and Contact Number on EVERY Photo I post through AutoTrader, Cars.com, our Rooftop Website and Email Correspondence w/ prospects! This can be done with a product Jeff has posted here on DealerRefresh, it's called FastStone Photo Resizer.

2. Update your specials:
I Agree with Jeff here!! Often the Specials Page can be one of the most Visitied Pages!! (Especially by local shoppers), Be sure to utililize all the Specials availble to you (ie. New, Pre-Owned, Parts, Service).

3. Pricing - have some sort of pricing on your site:
I have heard from AutoTrader and Cars.com Rep's alike that when consumers dont see a price, the vehicle "....must COST too much!" Is that the impression you want to leave? Why not give EVERY consumer ALL the Information they need to make a well-informed buying decision!!

4. Multiple photos:
This is a gimme! Everyone knows that the more emotion you create during a prospect's "shopping" stage, the better chance you have to be contacted. How is this done? QUALITY photos(at least 9-12 of em') of every vehicle!!

Hope this helps reinforce some of the points Jeff made in his article. This site is really a GREAT resource for Internet Managers/Directors to stay informed about the ever changing world of Online Automotive Marketing.

Jake Wirth
internetmanager@suzukiofelkhart.com
(574)606-8925

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D. Rawls

Good Day Jeff;

Absolute superstars will become par for the course in the very near retail automotive future. I commend you for being a professional in the trade, and extend to you every measure of support I might have the ability or resources to provide.

Concerning your article, the four "Key Elements" are good. However, the most pivotal aspect of what you do (and what every other top performing AIM Professional™ does) is knowing your target. Indeed, there are myriad approaches and techniques out there that will add value to a dealership-based web interface. Making a website more visually appealing is a plus, especially when the focus of that appeal is the inventory (and second best, the professional staff). Outstanding placement of an INSTANT contact number is also a grand idea. Pricing and Specials are relative. In some instances, one may defeat the purpose of the other - but, definitely, at least one of these elements has its place among most auto dealer websites.

What I sometimes read for is what has not been written. And, being that I learned early in my years to understand the value of Proverbs, I know man does sharpen man. I consider ours a very fine and visionary fraternity. And, with those sentiments, this advice on bettering an automotive web presence…

A properly placed ad is the most important step. An effective message is the second most important step. Then, the photos, and navigation, and pricing, and so forth and so on... This is the Internet Sales approach of Champions. Think of the best online retailers of automobiles. They have each invested serious resources into a marketing media that is still an adolescent, at best. However, you will find throughout each of these leading retailers' sites a consistent strategy and marketing approach. Why in the world would a place like Kellogg, ID be home to the greatest e-dealer operation known to WARDS? Simple answer; because David Smith and company market well to particular and specific audiences or targets.

As I am pressed for time at the moment, I cannot delve as deep into the subject as I would have liked to at first. But, do take into account this industry fact - the Internet is the quickest, most responsive guide to the universe for the hungriest AIM Professionals™, and provides an interactive haven for buyers who know that it is the sales professional who is the most eager to sell any automobile - the dealer's check is going to be the same at the end of the year regardless. And, therefore, the best approach to the Internet marketing media is to get it in front of the two parties who have the greatest interest invested in the idea of bringing a business transaction on a particular automobile at a particular dealership to fruition on a particular day (most notably - today).

The absolute best way to improve dealer websites is to put them into the hands of the most resolute professionals. This is the fastest changing dynamic of our industry. People - your gift Jeff, and the greatest attribute you bring to your dealer organization, whether through a timely mail piece, an on air radio or television interview, or the articles you prepare and have published. The Internet is another tool to be added to your repertoire, and it will provide a platform upon which reciprocal excellence may be performed.

Your Auto Buyer Consultant,

D. Ramonte Rawls, President
Auto Buyer Consultants
770.507.5733 Office
404.403.7476 Mobile
EA: DRawls@AutoBuyerConsultants.net
WA: www.AutoBuyerConsultants.net
"The Future of the Largest Automotive Market Place..."

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Chad Casey

I have just found this site because of the article. So many ideas I cannot empliment them all at once. You had also mentioned elsewhere on this site about posting a picture of the vehicle in the email response. We have gone a step further. We have added a picture of the sales person who is sending the email and maps to find the dealership. We believe this will help eleviate skating within our dealership and prevent the customer from going to the wrong dealership.

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