Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing, General Mgt

10 Things That Make People Bounce From Your Site

By Eric Miltsch on Aug 24, 2013

stop itMany dealers have invested a lot of smart money in a lot of dumb things when it comes to their website. And by dumb things, I mean those things that are causing people to leave your site. I'm sure you remember being on a website that frustrates you. You remember that site and may even go out of your way to avoid it again. 

Think about the experience you're providing your visitors. Is it simple? Are their obtrusive items? Is it easy for shoppers to get the info they need to make a decision? 

Here's a list of some of the key culprits. And yes, I understand that you may not be able to control every single item. If so, speak up to your website vendor and let them know you want help with the changes. And if a website vendor tells you there will be a charge for it, simply ask them why they're charging you to help them improve their product. 

  1. Music or auto attendants who automatically start playing - and are also difficult to stop. Would you run up to a new showroom customer and start blasting music at them or just start shouting out your newest specials? 
  2. Traditional Captchas. Please stop showing these squiggly words. You can't possibly have that much of a spam problem, you probably don't get that much traffic to even warrant it on your site. If you still think you need it, there are much easier solutions - such as asking you what 1+2 equals. 
  3. Pop-up coupon offers that cover the entire home page - and are extremely difficult to close. If you must use them, make them appear off-center, make them smaller and make them very simple to close. 
  4. Multiple pop-ups on the home page. This is more of a personal preference, but I recently visited a dealership site that had a coupon pop-up, a drop-in chat window, a right-hand margin "ask a question" tab and a bottom pane tool bar that all loaded at the same time - it looks like an old west shooter game. I didn't know where to look first. Plus, all of these scripts slowed the entire site down and each page took way too long to load. 
  5. Survey pop-ups on the home screen. Again, you don't ask your showroom visitors to answer CSI surveys when they walk in the front door.
  6. Immediate newsletter sign-ups. Same deal. Please stop. 
  7. Too many required fields in the contact forms. Name, email, phone number. That's all you need. I would even test name & email and let the phone number be an optional field. You don't need my home address if I'm submitting a form. (This is a sticky situation with the vendors as the OEM's may require this - it needs to change as it's a key factor why forms don't get used as much as they could) 
  8. Blank specials pages. I want to see the specials. Where are the specials? I clicked on this expecting specials! 
  9. Mobile sites that don't have the click to call function. Users expect this. 
  10. Not showing all of your vehicle photos on your mobile site. One photo doesn't cut it. 

 

What other items do you keep seeing that may contribute to your site's high bounce rate? Let's get a solid list of items and wipe these problems out with the help of the website vendors. You'll enjoy better website performance and your online visitors will appreciate the improved experience.

Comments

You got most of them! I would add - videos that offer no additional information and show the same pictures (in lesser quality) in a slideshow. Real video or no video, please. - Pierce

Aug 26, 2013

Pierce - oh, you're so on the money with that one! Thanks for adding it!

Aug 26, 2013

How about a slow loading site?

Aug 27, 2013

Absolutely Deidre!

Hopefully people are aware of how quickly their site loads. Most vendors have this in check, the problem arise when too many large/hi-res photos or graphics are added to a page.

Aug 27, 2013

Eric - great list. I'll add two:
1. Some dealer sites have 20+ calls to action on the homepage and many of them are not color or size coded to draw the visitor's eye towards the most important one(s). I can see a lot of consumers feeling confused and overwhelmed when visiting those homepages, or at least spending more time than they otherwise would trying to find what they need. If you buy into the notion that people will only spend X amount of time on your site, you've just burned precious seconds making them think about where they want to go. It will take several rounds of user research and tweaking to improve the situation, but it's probably worth the effort.
2. A big mess of SEO keyword stuffing below the fold. Although it probably isn't a major contributor to people bouncing, it's ugly and it keeps people from getting to your site because you are being penalized by Google for it now.

Aug 27, 2013

I must admit that I am using a coupon pop up on my home page that should probably be placed elsewhere on the site.

I personally hate inventory without any pricing. Would you ever use Amazon again if they asked you to call for a price on everything on their site? I am all for creating a call to action, but people are on your website for information. Giving them no indication of price causes people to simply close your site and find another that does give them a price.

Aug 27, 2013

good post, dealers need to remember that they have only SECONDS to keep their prospects on their page.

Aug 29, 2013

Behavioral Targeting will take care of issues 3,4,5 and 6. There is a time and a place for these types of pop ups or offers. And it is NOT on the home page or the page the customer enters the site on.

Aug 30, 2013

Comments 1 - 8 of 8

You must be logged in to comment

Login Create an account

Add your comments:

   

Eric Miltsch's Recent Posts

Related Posts

  • Social Media Will Increase Your Dealership Sales

    Friendemic provides social media and online reputation engagement services for hundreds of clients across the globe. We're fluent in hashtags, put the contagious in viral, and set the standard for social ROI. Friendemic was founded in 2010 by award-winning creatives Brig White, Jason Barber and Brian Rezentkowski and is led by CEO Steve Pearson.Read post

  • Introducing UberEx: Making it Even More Uncomfortable

    Uber is now making your experience more personal by using your actual ex! UberEx is sure to give you a ride you won’t forget.Read post

  • Good Ol' Google is Updating Again, and We Like It.

    Remember when you’d search for your dealership on Google, only to have old, outdated or even the wrong photos show up in the knowledge graph portion of the search results? You’d spend all that time making sure your business listing was correct but have no control over what photos represented your dealership. Well, Google just released an upgrade to their “My Business Photo” section that resolves this problem and we’re excited to share it with you.Read post

  • Auto/Mate to Host Spring User Summit for Auto Dealer Customers Near Boston, MA

    Attendees who pre-register by Friday, March 6th will be entered to win one pair of Red Sox tickets! ALBANY, N.Y. – March 2nd, 2015 – Auto/Mate Dealership Systems (http://www.automate.com) today announced it will be hosting a User Summit for its auto dealer customers on Friday, April 17th in Westborough, MA. The User Summit is an all-day event with breakout sessions featuring product experts who will introduce and give in-depth training on the latest and greatest features of Auto/Mate's dealership management system (DMS).   "Due to overwhelming and positive feedback from our first user summit in September, we realize our customers really appreciate being able to meet and network with our own employees as well as other Auto/Mate users," said Mike Esposito, President and CEO of Auto/Mate Dealership Systems. "On our end, the feedback we receive from our customers during the event is invaluable."   There is no charge for Auto/Mate customers to attend the all-day event, which incl...Read post

  • Business development center requirements

     We puchased a Chevrolet store last August. We have just put a Bdc department together for that store. We have had a bdc department for 4 yhears in our hyundai store which is located one hour away from the Chevrolet store. We will have all of the bdc reps for both stores located at the Hyundai store. We are trying top get ready for our first audit from General motors. We have developed scripts for every type of sales call. we also have documented processes on how to handle that. we are trying to get a concierge board in the showroom for sales appointments as well. We also have a service bdc person for this store and have all of the above things for them as well. we do still have to document a few of the processes for this team. I have a few questions for the Gm dealers in the community 1. Have you experienced this audit? 2. Is the score based on sales and service? 3. Is it ok for my chevy bdc reps to be working in a call center off site? ...Read post

  • Navigating SEO: How a Simple Content Strategy Can Save Your Website

      Over the past three weeks, I've dropped a lot of SEO knowledge on dealers. The ultimate goal with this series is to take SEO and make it easy for car guys and gals to digest.   Most companies hide behind a vale of secrecy when it comes to SEO, leading businesses to believe that there's some kind of secret sauce that marketing companies have hidden away.   Well, if that were true, I'm about to give away my recipe.   Here's how to create your own content strategy from the ground up.   Aligning Content and Goals   The problem with most dealership content is that it doesn't really align with the goals of the dealership. What are the goals of every dealership?   Sell more cars!   Which car could you be selling better? What's the most in-demand car in your area? The answers to these questions will help you focus on the topics that will impact your dealership the most.   Now, you know which cars are selling well and which could be selling better. The big quest...Read post

  • Rev Up Your 2015 with a Trusted Local SEO Ranking

    We live in a world where most sentences end with, “Let me Google it.” Information is readily available at our fingertips and consumers are leveraging online research for any major purchase decision. With the help of the internet, consumers are getting smarter and smarter about their vehicle of choice and vehicle services needs including options and price before ever stepping foot into a dealership. In fact, in recent years, these internet-savvy buyers have switched their vehicle research methods to find information through local search, consumer review sites, and social media. These consumers are looking for comments, likes, and reviews about a specific manufacturer’s vehicles and which local dealership to buy from or where to service their vehicle. If they can’t find your dealership through these methods or you have a bad online reputation, they are turning to your competition for their vehicle needs. Today, we are going to focus on local SEO, also known as local search, and h...Read post

  • Auto Dealer Websites - BEHIND The Curve?

    Automotive advertising has always been an integral part of the Dealership business. Spending hundreds of thousands per year to stand out from the dealer down the street. The budget has never been the issue, it seems that taking an innovative leap might be...Read post