According to a recent study that will likely surprise no one, researchers found that most dealer websites kinda stink. 💩
While site traffic has generally increased by 20% YOY, lead volume has decreased by 20%. So, where’s the disconnect, and can it be fixed? 🤨
⭐️ Here are 4 tips that may help dealers bridge that gap and convert more digital shoppers into physical buyers:
1️. Keep it simple — Limit the number of calls to action (CTAs) on VDPs to no more than four. Avoid overwhelming shoppers with too many options, and steer clear of phrases like "Check Availability," which can decrease conversion rates.
2️. Make it effective — Accommodating the three things shoppers most often want to know, “price”, “payment”, and “trade” should always be in your core stack and should be arranged in a logical order that aligns with the customer journey. Additional options like "Schedule a Test Drive" can also be beneficial in encouraging a customer to make the next step.
3️. Take it easy — Eliminate words or phrases that may pressure or deter potential customers. Be mindful of being overly forceful, and provide plenty of avenues to encourage engagement at their comfort level.
4️. Cater to phones — Make sure dealership websites perform well and are visually appealing on all devices, especially mobile, since most shoppers access sites from their phones these days. Provide a user-friendly experience with short forms, click-to-call or click-to-text options, and avoid obstructive pop-ups. Everyone hates those.