CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Vehicle specials and sales have long been a means of driving traffic into a dealership. Before the days of the internet, a blowout special in a newspaper advertisement or mailer could bring in loads of foot traffic. Today, most dealerships make do with a specials web page, and there are a few basic tips that can help it be more effective at capturing customers.
Linking vehicle specials from featured images on a dealer site’s homepage is one of the most commonly used methods to get customers over to a specials page on the website. Many times, there is an image slider featuring new cars and current promotions. Dealerships should definitely keep this practice of showing their best deals first.
Similarly, there are also benefits to linking to vehicle specials in the main site navigation. SEO for the specials page should see a lift, as well as a traffic increase from making it easier to navigate to the page. If specials pages aren't being linked to from a site menu, that may be the first place a dealer wants to concentrate on in order to get their promotions viewed more often.
Finally, if vehicle specials are being kept on a "specials page" rather than being shown right on VDPs or SRPs, those specials should contain calls to action that link to the related inventory. That way a potential shopper can be funneled from the special, to inventory, to the specific vehicle they want, to submitting a lead. If everything is in order and looks trustworthy all along this funnel, the shopper is more likely to act as a zero moment client.
The above are simple, basic ways that vehicle specials can be promoted internally. Where are you all listing your specials?