Many 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.
- 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?
- 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.
- 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.
- 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.
- 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.
- Immediate newsletter sign-ups. Same deal. Please stop.
- 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)
- Blank specials pages. I want to see the specials. Where are the specials? I clicked on this expecting specials!
- Mobile sites that don't have the click to call function. Users expect this.
- 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.