21 May 2019
The majority of car dealer websites pump in large amounts of money, effort, and time in order to make sure that their website stays modern and easy to operate.
Despite all the effort, the conversion rates of most auto dealership websites hover around the 5% mark. This shows that the bulk of your car dealer website traffic do not interact with your offers or allow your auto dealership to contact them at a later stage.
In this article, we will point out what your car dealer website can do in order to get around this problem.
Customers Being Shown Too Much
When your new customers know exactly which vehicle they want, they would almost certainly be willing to provide their contact information to your car dealership sales staff. This is logical as these customers would be prepared to begin pricing negotiations and other such processes related to the buying a new vehicle.
On the other hand, if a first-time customer is bombarded with questions asking for details about their financial status and more, it would almost definitely cause that customer to walk away.
On any car dealer website, asking for a lot of information too quickly too often is a very common mistake. This is an almost guaranteed way of seeing disturbingly low conversion rates.
Not Reaching the Right Viewers
It’s clear that the needs of different shoppers are equally different as well. Prospective customers who are ready to buy require access to valuation tools, while prospects who are ready to come in for a test drive want to see specific vehicle offers. Those who are early in the sales funnel and still looking for a vehicle that interests them might need to learn about the latest vehicle features, and so on.
Taking all this into account, it certainly makes sense to show different offers to different customer segments.
Car dealer websites not being optimized to react to client behavior in real-time is one of the main reasons for prospective online customers not converting. Not responding to potential customers immediately is most certainly something that would never happen in a brick-and-mortar vehicle showroom.
Not Having Enough to Create Interest
A car dealer website must be designed and built in such a way that it functions as a one-stop shop for prospective car buyers. Potential new customers must be provided with in depth reviews and high quality images of cars that they show interest in.
Apart from this, they must also be shown the most attractive offers, easy financing and leasing plans that are available to them, and so on.
The basic idea is to give your online customers exactly what they want to see, which is a practically guaranteed way to boost the chances of them converting on your car dealer website.
Your Data Analytics Tools Will Help
Probably one of the most important factors in figuring out website performance in an accurate manner is to measure the relevance of its content to viewers. Use data analytics tools at your auto dealership in order to find out what's wrong.
These tools can be used to obtain information regarding your car dealer website exit rates, bounce rates and other such parameters. Once you have these details in hand, you can then take required action to bring about the necessary changes.
For more information on optimizing website conversion, Contact Us.