Silly question, but it holds truth. Everyday we review Service pages and Fixed Ops strategies and find one common trend; Fixed Ops is often over looked and additional business turned away, and the revenue that goes with it. When comparing the opposite spectrum, sales, we find the reverse to be true: The funnel is readily available and channels the customers straight to the dealership, whether that's by phone, price acquisition or contact information.
Your internet-savvy web customer has all the information they seek whether it's pricing, location or comparisons, on demand. They've landed on your site with a purpose; this could be referrals from a popular third party, a vehicle they've been searching for or whatever the case, but this customer is on your site. There is a proper sales funnel to capture them with few to no obstacles.
When it comes to Service, we see one main funnel and one streamlined goal - fill out a contact form. Perfect! A customer who is on your Dealership Service page seeking a Service appointment can't get anymore targeted. So why then, do we see average web Service conversions accounting for less then 20% of total traffic to that page? (Numbers based off our benchmarks).
Quick answer, roadblocks:
1) Some forms require a customer to register.
2) Some forms require a customer to diagnose the issue.
3) Some forms are just too long.
4) Some forms require a login.
5) Slow Mobile form.
6) No Mobile form.
Ask yourself if a customer was interested in a car on your website: Would you ask them to fill out a finance form prior to knowing who they are? The same sales funnel that is in place for most automotive dealership sites today can be reciprocated into service. Create simplicity.
The next time you complete a site audit, analyze your Service numbers. Look at the total unique visitor count to the Automotive Service scheduling page and observe how many leads were filled out. Lastly, check to see what the actual show rate of those web Service appointments are. We've seen 10, 15, even 20% differences in show rates dependent on the type of form and follow-up that occurs.
Ask these simple questions:
- Is the form easy to use?
- Do you have a Service Department page that then promotes specials and has no flow to an appointment form?
- Is the appointment form an arduous exam customers are forced to complete, or a user-friendly form with high conversions and higher show rates?
- Do you have a mobile solution? (On average 40% of all website traffic is now mobile / ~30% of mobile has never been to your site).
- Does my Service scheduler have to load?
Keep in mind when a service scheduler is "integrated" or tied into a Dealer Management System it must load data from the DMS, which can cause slow load times and lost business.
Each dealer has different goals when it comes to Fixed Ops, but if you have room to schedule more Services - and the additional revenue they bring - you should. With simple changes to your Service page funnel you can "Unlock" your Service door to additional and happier customers.