05 July 2017
out of ten prospective car buyers enter the market unsure of which car to but,
says the Google micro moment study for automotive brands.
The Google study has also outlined
five critical micro-moments which have a huge impact on the choices that
consumers ultimately make.
1.Which car is best?
2.Is it right for me?
3.Can I afford it?
4.Where should I buy?
5.Am I getting a
Auto dealer websites which answer
these questions well when their prospects Google for answers during their car
buying journey are likely to drive a disproportionately larger share of car
sales, while others struggle to meet targets.
Is your auto dealer website equipped
to answer these questions?
1: Which car is best? IMPORTANT
This is a question that starts off
the customer journey in the first place, and in fact, six out of ten prospects
search for an answer on their mobiles. Most customers do this research on car
portals and OEM websites.
To capture customers early on in the
customer journey, your website needs reviews not only of your brand, but others
too. A creative mix of customer reviews on your website, especially video
reviews, may be able to answer this question well.
2: Is it right for me? IMPORTANT
At this stage, dealer websites need
to match vehicles to lifestyles. Are your promotions matching cars to customers
and driving home the compatibility factor?
Given the fact that customers on
average visit the dealership just twice to buy a car, this is a question which
needs to be answered online, on your mobile friendly responsive website.
How can you accomplish it on your
website? Use customer reviews and dealer promos to answer the question.
3: Can I afford it? CRITICAL!
With 70% of searches about MSRP and
list prices of vehicles happening on mobile, this is also a question
increasingly settled online, before prospects visit a dealership.
Few customers can afford to buy
vehicles without planning for the pay outs. Is your auto dealer website
providing the right answers with finance specials?
4: Where should I buy? RED ALERT!
This is the all-important question.
You can skip the first three questions and still make good sales if you answer
this one convincingly.
Remember, one in three car shoppers
use their mobiles to locate or call a dealer, so your responsive, mobile
friendly website needs to show up on top of search results when customers ask
this all important question.
5: Am I getting a deal? CRITICAL!
Your prospect might be sitting right
in front of you, but she is still using her mobile to check if you are offering
her the best possible deal! Even at this moment, it is critical that your
dealership shows up online, with attractive answers.Looking
for answers? Click Here.