Are you neglecting your digital dealership (website)?
You have built up and perfected your bricks-and-mortar dealership and have gone to great lengths to invest in branding, signage, banners, visibility, point-of-sale materials, staff training and decor in the quest to attract new prospects on to the forecourt.
But, do you neglect your biggest shop window by having an invisible and unusable website?
More and more people’s car-buying journeys begin by researching different brands, products and prices on their phone. If you have not got a responsive website you are missing out on a massive 63% of the market – people who are wanting information and education via a mobile device.
You can test your website using Google’s FREE tool here.
If you do not have a responsive website:
- The navigation/menu is too hard to use – people will press the back button
- The text is too small to read – people will press the back button
- The buttons are too small for a thumb to press – people will press the back button
- The images are squashed, broken and out of focus – people will press the back button
- If people cannot complete the research they are looking for, they will press the back button
Excellent. You now have a responsive (and usable) website; but do you invest in it to make it work for your business?
People in your area are searching for your products on Google (and on their phone). Where do you appear in local search? If you are not visible on Google in the first 3 organic places then it is like putting up a 10-foot fence around your forecourt and taking down all the signs – you just wouldn’t do it, would you?
Through investing in onsite and offsite local search engine optimisation (SEO) you can increase your visibility massively and have more people visit your digital dealership more often.
Digital sales staff (functionality)
To complement your SEO efforts and to provide your prospects with what they are searching for, you should be running a blog to provide useful information and education about your products and how they compare to other products.
If you are not providing your digital prospects with the information that they want, it is like pulling down the 10-foot fence but then not allowing your sales staff to go and talk to them.
If you do not have a ‘compare’ feature on your website you are gagging your sales staff and only allowing your prospects to see one car.
Think about what you NEED to experience in making a buying decision offline – then replicate that online.
Content and conversion optimisation
You have 4 seconds to impress people with your website branding and visual impact.
You have 8 seconds to tell them you are the business they should deal with.
You have 2-4 minutes (average website visit past the first 8 seconds) to get them into your sales funnel or make contact with you.
Other than offering people a test drive (where they are quite close to a buying decision) how can you get them to enquire or leave their contact details?
At Big we monitor x8 exit points where people are leaving your website and provide timely content to get them to either stay onsite or sign up so that we can continue the sales conversation.
Get the home page and the top fold of your website focused at getting people to stay for longer or filling out a form (or at least connecting to your social media channels).
The Big point of view
Tony Meola, Sales Director of Big Marketing, says:
If we all had an unlimited budget (and used it in the right way), I guess we’d all be good at everything. To get the best out of your budget, look at other sectors. Develop the best customer journeys and start utilising these to your best advantage.
Everyone wants their website to be perfect – a huge feat in itself – but isn’t the strategy of driving people to the website as great if not a greater one? What’s the point of having a fantastic state-of-the-art website, if you don’t drive traffic towards it?
The user experience is the key to a successful website. So, let’s make it simple. Do not make it hard for the person to find what they are looking for. You will lose them straightaway.”
It’s very important not only to generate traffic to your website, but also more importantly to monitor: how people are getting there; where they visit once they arrive; why they have either not purchased or left your site without performing an action.
Review and improve every month, or you are neglecting your digital dealership.