Not too long ago I had an article published in the latest issue of Digital Dealer.
In this article I review “Four Ways to Improve Your Dealership Website” to increase lead count and overall conversion. For many of you reading, I understand this is basic stuff. Though, I bet only 10% of dealer’s implement all 4 of these strategies on their website.
- Phone number placement throughout the site
- Update your specials..I try to have no less than 10 used cars on special.
- Pricing – have some sort of pricing on your site
- Multiple photos
While these items may seem basic and/or elementary, it’s never bad practice to periodically review your dealership’s website as if you are a customer shopping for their next vehicle or looking to schedule a service appointment.
Here are 4 strategies that are critical in order to provide the car shopper a great experience while on your dealership website.
1. Phone number placement
Is your direct Sales and Service phone number easy to find or is it hidden at the very bottom of your website, making the simple task of calling your dealership a complicated one?
Your phone number is a Call to Action! Use it. Don’t make the shopper jump through hoops in order to call you. Don’t hide it on the Contact Us page. When they see a vehicle they like on your VDP Vehicle Details Page, be sure your phone number is right there – smack in their faces!
A contact form will increase lead conversion but many customers have questions they want answered now… over the phone. Support your phone number with additional verbiage for increased awareness:
Call our VIP Sales Line at 1-800-888-8888
2. Keep your specials updated
Your New, Used and Service Specials are of the most visited pages on a dealer’s website. Yet randomly visit the website of 5 local dealerships and I bet 4 out of the 5 have non-existent Specials. Nadah! Nothing!
Consumers always want a deal. They always want to know what specials are being offered.
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?
I’m a firm believer that you need to have some sort of pricing on your site. Shoppers 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 within their budget.
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, at least take it a step further with additional Call to Action verbiage: “Call 800-888-8888 for our Lowest Price”
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.
Place that customer in the seat of the car and allow them to start taking ownership. If you’re outsourcing your photos, take the time to pull your cars out and show exactly what you want and how you want your photos to look.