Nobody wants a dull website, especially if your business is dependent on it. When it comes to a auto dealership website, the owner is well-aware of the fact that the website is a gateway to success. What do you expect when you make a dealership website? Sales. But what happens when your website doesn’t fulfil your visitors’ needs? You lose a customer.
To make your website as effective, we have come again to give you a few tips on how to optimize your dealership website.
01: Be Consistent
In this context, we are talking about website navigation. We do agree that website navigation is not as exciting as it looks like. However, regardless of this, you can’t just ignore the fact that navigation is as important.
Hubspot conducted a study to find out the most important factor in the website design, and the results revealed that 76% of people believe that it is website navigation that matters to them the most.
So coming back to the point again – website navigation might not be as exciting as you think it would be, especially when it comes to a dealership business. But let us tell you one thing – it is as important as it is for other businesses. If you have just begun, it is better to start now than never. Website navigation can be optimized in order to provide your customers with a good experience overall.
Here is how you can do it:
If you want to enhance your website’s functionality, you must make sure about navigation consistency. And trust us, it’s one of the most effective methods you can apply. The word consistency is an umbrella, and it embraces thousand other meanings in different contexts. However, here we are specifically emphasizing the relationship between consistency and navigation, which includes three major points:
- Make it easier for the visitors to find whatever they are looking for
- Always know what customers want from you, and try to meet their expectations
- Comply with industry standards
The first point is simple yet important. In simpler terms, it is what it says – make it easier for people to find what they are looking for. However, when it comes to implementation, it means that you must embed navigational links on each page of your website, design your website to meet your customers’ needs, and several navigation options.
Several? Yes, several navigation options to target every shopper at your website, including those who are your regular visitors and know what they are looking for, who have come for the first time, and those trying to look for something. In short, your navigation options should help every type of shopper/visitor to find whatever they are looking for.
The second and third points mean that a website should meet customers’ expectations. What does that mean? It means that your navigational options should meet shoppers’ expectations.
The first step to navigation optimization is an experience audit. It means you should put yourself in place of a customer. Never assume that just because you know the way to use your website is exactly how your customers do. The next step is to explore other e-commerce sites. The third step is to gather every bit of detail and identify areas that need improvements. Last but not least, start working on your problematic areas.
02: Showcase your personality
When it comes to the car dealership, personality happens when a customer meets you. Personality can mean so many different things – courteous salesmen, friendly staff, passionate technicians, and so on. And to be honest, these are things that can win your customers’ heart. Keeping all things aside now, online is where the journey of a car customer starts and that is where personality matters the most.
To help you understand this concept, let us tell you a story:
A person was looking for a brand new car. The overall research came down to a particular brand and model, and then he was looking forward to getting it from local dealerships. During his purchase journey, he came across two completely unrelated dealerships having nearly the same websites.
To be honest, from their homepage to general images and even copy of the website, every single thing was the same.
What is the point of sharing such a boring story?
The point is to make you realize that if he hadn’t explored other websites, he would never have come across this blunder. But he did explore, and remember, your customers will also do it.
So improvements have to be made now! Start by optimization. Take another step and specify your unique selling proposition. Evaluate where do you stand, and how will you let your customers know your characteristics. Go through every minute detail, including logo, images, tagline, homepage, and the list goes on.
The next tip focuses on creating sales.
03: Create Sales
The trends have changed – car dealerships have shifted to online platforms, and undoubtedly, the change is better. The traditional car dealership procedure involves detailed paperwork and lengthy waiting time.
This specific tip focuses on how to promote sales to those who already have a solution to explore. Now the question is how can you promote effective sales to customers?
The first step is to include payment calculators. This is a really smart move to take a step closer to make sales and help people with financial queries.
Now, the next step involves communication. While every task can be completed with a phone call, it is not in compliance with industry standards. What you can do is provide your customers with an option to complete paperwork and other related formalities from home. Now your job is to identify ways to embed this service on your website. Figure out how you can make your shoppers aware of this specific service.
Another thing you can do is optimizing your forms. Narrow down form fields to just a couple of steps.
Last but not least, provide your shoppers with an option to save vehicles without any need to sign in. Why? Because people don’t prefer to give their details easily, and if you force them, they might get discouraged.
04: Include Visual Content
We all are visual beings; we see thousands of visuals every day and process it. According to research, people make their purchase decision within 90 seconds, and visual content plays the biggest role here.
However, it is not the case with car shopping. No one takes a car purchase decision in 90 seconds. But wait! Don’t underestimate the power of visuals.
Images and videos can bring your website to life. But the question is how can you optimize it? Increase image quality and upload images of particular make and model instead of stock images.
Another thing you can put up on your website is walk-through videos; it can really help your customers to have more information about the product. With walk –through videos, you can bring the car to life.
5: Balance between Social Platforms and Website
You can’t really showcase your characteristics if you don’t have a lot of traffic on your website. The key is to involve social media and include your accounts on the website. It is a great way to boost traffic and engagement.
Moreover, adding a share button will help people to share your content with others on social platforms. This way you will gain more visibility and potential customers.
6: Offer a Unique Experience
Your dealership website should be the online extension of your business. It should display your inventory, staff and personality. Start by implementing technology to help people have personalized experiences. It will help them see the content of their interest.
Here’s the complete details – Tips To Create An Effective Homepage for a Car Dealer Website