There is more to managing your dealer website than simply relying on your vendors to do everything. A common perception is that once you have signed up with a marketing agency as well as third-party vendors that they will manage the content on your site. However, the fact of the matter is that it is a two-way street. If there is information that needs to be updated such as but not limited to staff pages, specials, dealer hours, blogs, social media posts, inventory, messaging, to name a few it is the responsibility of the dealership to provide that information to the vendor. It is not uncommon, however, for a dealer to go onto their website and realize that much of the information/content on the site is outdated or no longer relevant. And as we know, having relevant content on the site is crucial for the dealer to maximize their ROI. To ensure that all of your content is up to date, here are the top items to check regularly. 

Staff Pages: Who is Working at the Dealership? 

If you have staff profiles without photos or bio's it does not help you. Nor does it help your dealership to have a staff profile active on the site when they have not been at the dealership for some time. One of the best ways to manage this process is to include this in your hiring process. Once the employee has agreed to onboard with your dealership, you can have one of your HR employees take their photo, collect their bio, and either submit that information to the web host (or a marketing agency for those that have one), so that it gets completed. In many cases, this is a task that is pushed to the BDC Manager. Regardless of whom you have to take care of the project, it is much easier to have it be apart of the hiring process vs. looking at it periodically. 

Specials Pages for Sales & Fixed-Op's

For those of you who advertise specials (which should be all of us), it is essential to have specials listed on the pages. I cannot tell you how many times I have gone onto a dealer website and it says "check back later for specials" - mind you, this is mid-month. That said, if you can create a monthly specials checklist, you can assign one person from each department the task of creating the specials. For those with a marketing agency, they can usually provide creative content for you. With regards to vehicle specials, your dealer website platforms usually enable you on the dealer level to easily add stock numbers to a specials page. Just make sure that whoever is doing specials for new vehicles that they comply with your OEM's standards. Having specials can create traffic and most importantly convert more customers off of your site!

Dealership Photos With Outdated Models. Your First Impression Counts. 

Having photos of the dealership can have a very positive effect on your website. However, it is essential to make sure that the photos on the website are up-to-date. Where it is not best to have a photo that is a few years old with outdated models. That said, one of the best ways to tackle this project is to update the photos either quarterly or annually. You can easily assign this to a manager in each department, at which point you can quickly load the new updated photos onto the website.

Another thing to consider when it comes to photos of the dealership is to make sure that the dealership is clean and that the photo does not show damage, debris, or clutter. For example, if you were to take a photo of your service lounge, but one of the display walls is empty and or has outdated material on display, it can look sloppy. Remember, this is the first impression of your dealership. 

Bottom Line: a marketing agency can do much work for your dealership; however, to maximize the results it is still best to have your team on the dealer level checking the items above to ensure that all of your content is up to date. One other added benefit of consistently checking your dealer website is that you can help find any issues or errors that impact the user's experience. For example, while adding specials if you notice that the form fill link is broken, you can take the necessary steps to get this resolved. 

How often do you check your dealership's website to update content? If not, does your marketing agency check your site? 

It is no secret that social media continues to become a relevant means of not just connecting with prospective customers through paid Ad's, but also way of effectively promoting inventory to then publishing meaningful, relevant content; content that will increase your engagement. 

In looking back, even a year ago, it still seems that the question of "Are We Getting Social Media Wrong?" is only becoming a bigger conversation. But are we having the right conversation? What have we learned this last year with regards to social media? One thing we have learned is to take advantage of the Market Place App. We have since seen a solid increase in leads deriving from the marketplace. Not to mention, FaceBook offers the customer a much richer multi-media experience; it is also an app they are accustom to. All of which are benefits. 

In the meantime, be sure to check out the blog post here, and join the conversation! 

Check out the blog post here! 

What is one thing you have since changed with regards to social media? Have you found success in using the Market Place App? 

We spend a great deal of time trying to figure out what the customer really wants and or expects from us at the dealership.  Albeit, this is a loaded statement;  one that delves into the conversation surrounding omnichannel experience -  in addition to what omnichannel even means. For the purpose of this conversation, offering an omnichannel experience starts with the customers experience online. The idea that perhaps we are offering to much information on the website. Where the average dealership has as many as five different options to contact the dealership - providing everything from chat, messaging, text, call, and email. So while it is not necessarily a bad thing to offer the customer flexibility in how they inquire; the bigger question is “what are they inquiring on” and “how they expect to be answered.” 

Think about it for a moment, not all dealerships have their lead sources named correctly. So when the lead converts off of the website whether that is a click-to-call or a lead form fill the BDC Agent or Sales Consultant does not always know where the lead derived from; it could be a general inquiry on the VDP, Get ePrice, or Get Quote to name a few. In which case, the customer has to say (if they get them on the phone) “I was calling to get the eprice,” to which the typical response - even today - remains “well to get the best price you should come in and meet with my sales manager.” Now, referring back to offering an “omnichannel” experience to the customer; the customer thought that by choosing that ‘method’ of inquiry, they were going to get that information in return. All without having to first speak with a sales manager, and or find out that the price includes discounts that s/he otherwise do not qualify for. Hence why there are customers who become frustrated with the whole online process. 

This is by no means offering that the customer should not come in, either. In fact, more often than not, the customer might wind up purchasing an entirely different vehicle. The point of this example, however, is to offer that we have to be consistent in what that call to action means on the dealer level. So that when the customer does call into the dealership, whoever is answering the call or lead can provide the customer with a good experience, one that is in alignment with an omnichannel experience. What’s more fascinating though is that if you were to ask the sales consultants - or even managers - what options the customer has online to inquire on a vehicle, I would guess that they would not know all of the different options. 

One of the first ways to tackle this situation is to ensure that the sources are hitting the CRM correctly. Where your website provider can in many cases name the form for each call to action. So that when the lead hits the CRM, your BDC Agent or Sales Consultant is aware of where the lead came from. In turn, allowing them to offer the customer a better experience. As there is nothing more frustrating for the customer to inquire on a vehicle using one of the many choices provided to them, to then not have their questions answered. The other thing to note and discuss with your team is how to respond to those questions based on the lead. So when the customer does ask “I was calling to get the ePrice,” you can respond with something to the effect of “We appreciate the opportunity to earn your business here with us at (dealer), and to answer your question that is the ePrice and we are very competitively priced. But before I get ahead of myself, is this the only make and model you are considering? We have over 100 vehicles in our inventory, and if I were able to save you some additional money is that something you would be open to?” This, of course, is just an example, one that answers their question but also inquires about the customer’s flexibility. At which point, the goal is to get them into the store asking if they have a trade-in, etc. 

The example above is also not as easy to handle effectively though if we are not aware of where the lead came from much less ensuring that your dealerships BDC Agents or Sales Consultants are aware of what the call to action even means. The bottom line though is that it is essential to ensure that your lead sources are labeled correctly and that you have outlined what your dealer considers the best way to respond to the many call to actions. In doing so, you are not only offering the customer a good experience, but it increases your chances of turning that lead into a sale. 

How do you handle training your BDC Agents or Sales Consultants when it comes to call to actions? 
 

Long gone are the days where we make it difficult for the customer to obtain their credit information with regards to auto loans. Yet, the last thing many dealers want to do is provide their customers with their credit score and potential buying power. The idea that it is best to have the customer come in having already completed a credit application; offering that their approval is “pending” and they need to speak with the finance manager. Please do note, though, that this is not to say and or offer that it is not a good idea for the customer to complete a credit application, either. However, more often than not if the customer tells the sales consultant or BDC Agent (for those with BDC’s) that they have excellent credit and when they do complete the credit application - prior to arriving at the dealership -  it often winds up being a different story which could wind up messing up the deal. 

Here are some of the top reasons to offer your customers a soft credit pull on your website! 

Customers Have More Access Today to their Credit Scores Through Various Tools 

Credit Karma is one of the largest tools out there today where the customer can track their finances and credit score (and this is not promoting them, either). That said, in many cases, the customers are getting pre-approved before they start their online buying journey. With Credit Karma, it even offers the customer a list of potential lenders and their respective loan amounts. That said, it does not hurt to have the soft credit pull option on your site; allowing the customer to look at the inventory that fits in their prospective purchasing power. Rather than the customer taking the time to look at the inventory that they otherwise might not be able to purchase. The other added benefit of providing the customer with this information is that s/he might feel more comfortable completing the soft credit pull themselves; offering more accurate information. The concerns, though, with providing the customer this information is worth noting. The idea that more variables need to be considered when the customer is seeking approval. One of them is the customer's trade-in, which can and will affect their payment. However, it still does not hurt to have this option available for the customer. 

What the Soft Credit Pull is Not Replacing. The Customer Still Needs to Come Into the Dealership. 

Of course, the customer still needs to come into the dealership, no? More than 88% (study by Roadster) of the customers still want to test drive the vehicle before purchasing it. However, perhaps the customer would be more inclined to make the purchase sooner rather than later because they have a better understanding of what their buying power is - not to mention, by having an understanding of what s/he can purchase it can save a lot of time at the dealership; time that is very important to the customer. It is a known fact that the customer mostly becomes disenchanted during the time in which they have to wait for the finance manager to close their deal. But by having as much information available as possible, it affords the finance manager a better chance in upselling service contracts and warranties. 

Bottom Line: Dealers who make the buying process the easiest for the customer will have a better chance of closing prospective the deal. We also know that “transparency” is a buzz word that is still widely discussed on the dealer level. With that said, this is both a meaningful and relevant way to be transparent to the customer. 

Do you offer a soft credit pull on your website? If so, have you seen a positive impact? For those that do not offer a soft credit pull - what is holding you back? 

There is such a thing as analysis paralysis. The idea that we become numb when reviewing the various reports our CRM’s have to offer, and when we do review the reports - they do not always tell us everything we need to know. Here are some of the top things to consider when reviewing CRM reports, and how to use them when managing your teams effectively! 

Not All Reports Are Created Equal. How to Choose Reports for Your Dealership. 

More often than not, CRM’s have preset reporting which may or may not provide you what you are looking for. For example, let's say you want to review the total number of quotes out for the month, but you also want to see if the customer also came into the showroom and or had an appointment; this is often not something that can be reviewed in one report — making it that much more challenging to review the data. The other issue with a lot of CRM reports is that it does not enable you to drill down on the data provided in the report, which means that you have to do a lot of copying and pasting to review the data.

How Valuable Are Report Subscriptions? 

Each morning you get the same report emailed to you, maybe it is 8 AM? The issue with using reports in this manner is that in the morning - by the time you have reviewed the report - the data could have already been updated. So by bringing the managers into the room and banging them up on the reports might not be the best idea, and you still have to review the items on the CRM. 

Instead of this approach, it is perhaps best to review the key metrics that you are tracking, for example, instead of running a quote report subscription. Take the time on Mondays (or whatever day you have your meeting), and print out the current quote statistics. This way it gives your managers the time to go in and update the CRM from the weekend. As there might be missing quotes, etc. 

What Should You Report On? 

This is a question in which you will get a different answer from every dealership. Everything to text reports, call reports, email reports, campaign reports, quote reports, etc. All of which can be helpful; however, to make the most out of the meetings it is also just as important to not get to detailed into the day-to-day, but instead, look at the bigger picture. That is first reviewing how many sales you have for the month to date vs. the quotes that are still pending. In doing so, you have a better sense of what your current sales rate is vs. looking at calls, emails, and texts. 

The other reports such as email, call, text and campaign reports are best suited for your sales managers to review as they are managing their respective teams. Besides, merely looking at a call report does not and will not indicate the sole reason your sales are not where they need to be. There are far more indicators to review. One example is your marketing efforts. The idea that if your GM has cut the marketing budget because s/he wants to save money can have a negative impact on your sales numbers. You cannot hold your sales managers accountable for slower sales if you are not marketing to prospective customers, but that is another topic to discuss. 

When reviewing the marketing reports, however - it is important to note how many phone calls you have received for the month. In doing so, you can see what the potential opportunties are; however when reviewing the inbound phone call reports it is important to take into consideration that the numbers might not be accurate. For example, in my last auto group, if the customer called in multiple times - it counted as a new call each time according to the GM - which meant that the closing rate was much lower than what it actually should have been. This also means that more time was wasted reviewing the call logs than trying to increase sales. 
 
Bottom Line: reviewing reports is essential, but not all reports are created equal. Rather, it is more important to look at the bigger picture; that is everything from how many quotes are out vs. sold, phone calls, and appointments set. By spending time on the total sales, it enables your management team to focus on what is important - having reviewed all facets with regards to the sale - versus several reports that do not offer the full picture. 

How do you handle reporting for your store? Do you have weekly meetings on a few reports or do you focus on the bigger picture? 
 

In a perfect world, all leads would be answered immediately, and the appointment would be booked soon to be a sale. However, the way we approach the response time can make all the difference regarding the most critical part. That is the end result. If the sole focus on the time in which it takes to answer a lead than the quality of the response can and will go down. While response time is important. It is just as important to make sure that the quality of response is not jeopardized.

Here are some of the top ways to handle response time:

The 5-10 Minute Rule

Oddly, in sales, if it is busy, the rules/process usually goes out the window. Where it becomes a “just get it done” mode. Well, the same applies to answer leads. Wherein, if the expectations are - regardless of the day - that the leads have to be answered within 5-10 minutes than the quality of response goes down. Where more often than not the BDC Agent or Sales Consultant is not reading the lead - answering their questions - or taking the time to call, email and text the customer. Perhaps just sending a canned email to then forget about the customer as they continue to the next one.

This happens far more than you would think. Especially on Mondays. Given that leads most likely have not been answered since Saturday night before close.

Stopping the Clock

Stopping the clock - unless you are actually working on that lead - is a big mistake, which can easily let leads slip through the cracks. Wherein, many CRMS offer the ability for the BDC Agent or Sales Consultant to manually click the “phone,” icon and “Complete” a call. Stopping the clock for what could be 25 plus leads. To then try and work their way through answering them. All for the sake of answering the lead within 5 minutes.

As a result, as they are working through leads with no rhyme or reason as to order in which they are answering them they soon become interrupted. Whether that is an inbound phone call, chat sessions, or answering a text. Thus they tend to forget about 5-10 leads, which could easily have been a dealer website lead that wanted to schedule a test drive. Even a credit application.

That said, rather than simply stopping the clock it is best to prioritize the leads, which leads into:

Prioritize Leads For Response Quality

As mentioned above, stopping the clock can cost the dealership sales. Given that there are several unanswered leads on Monday mornings it is best to prioritize them all without stopping the clock. For example, look at the sources - i.e., Dealer Website, OEM, & Third Party, add a note (which does not stop the clock), and then start making the calls, emails, and texts.

There have been discussions as to whether or not you should send an email, and then loop back through to call or text. However, best practice when answering leads is to call, email, and text. This way you are not potentially missing out on answering a lead. And also making sure to prioritize and organize your morning.

Bottom Line: Stopping the clock to have a good response time is never good. And while it is good to have a decent response time, the quality of that response time is just as important. That having been said, the best way to handle this is to prioritize the leads when you get in. Answering them one at a time. Where if it takes 25 minutes to respond to a lead, but it is a quality response, then that is much better than a canned email or worse not sending anything at all!

Do You Stop the Clock? What is your true response time?

As we know, emails are still relevant in the way we approach corresponding with our customers. So as we continue to evolve as an industry so do our customers with regards to how they approach the buying process. One of the key elements that still needs much revision, however, is your stores auto emails. That is making sure that you are aware of all of the emails that are being sent to the customer; everything from lead submission emails, survey reminders, OEM auto emails, service reminders, etc. 

Beyond knowing which emails are in circulation, we have to review the results from each auto email - asking ourselves, does the email interrupt the customer's experience? For example, there is nothing more frustrating for a customer to receive an automated email from the sales manager asking “if they have been assisted, and when are they buying” if the sales manager has already spoken to the customer and or the deal is already in the works. Not all will agree with this sentiment; however, there is no need to send additional emails if the customer is already being assisted. This issue is not always an easy fix; however as many CRM’s are very limited to how the work-flow is managed. 

Once you have revised the list of emails that are in circulation, it is best to review the content in the email — taking the time to review the success of each email to then edit/revise the content to increase results. 

Here is the last article on the topic! 

When is the last time you reviewed and or revised your automated emails? 

There several ways to communicate with your customer with everything from texting, calling, emailing, web chat, and FaceBook messenger. All of which are great tools and can be highly effective on the dealer level. With that said, however, the way we approach these communication tools ought to vary. In that, the way we respond via text message or Facebook messenger is different than of website chat. Here are the top things to consider when handling correspondence on the various platform. 

While We Pick Up Our Phones More than Two Hundred Times A Day - We Do Not Always Respond to A text Immediately. Stop texting or Facebook Messaging “Are You Still With Me?” 

If you are like me, we cannot always immediately respond to a text message or a Facebook Message immediately. It might be a few minutes, which is the great thing about texting and using Facebook messaging, no? It gives us the ability to respond to our messages on our own time. So when you are texting or Facebook messaging a customer, the last thing we want to do is say “Are You Still With Me.” Doing so could cause some frustration on the customer's end as they would likely have called the store or chatted on the dealership website if they wanted to have an immediate dialogue. 

Top Things to Consider With Website Chat. How to Keep the Customer Engaged. 

With there being key differences in webchat versus other forms of messaging it is important to note that if the customer is chatting on your dealership website than we need to cognizant that the customer most likely wants their questions answered in real time. That said, there is nothing more frustrating than a customer who is asking a question to then have their question ignored as you are messaging back. Here is a prime example of this key issue. 

Dealer: Thanks for choosing (dealer), how can I assist you? 

(make sure to check and see if the customer has already asked a question before sending this response. It is frustrating to have to repeat the same question, especially if you are on a mobile device trying to chat, which can be quite the task).

Customer: What is the price of the new (model)?

Dealer: We have great prices. Are you available to come in now for a test drive? 

Customer: I need to know the sale price of the new (model) before I come into the dealership

Dealer: The best way to get secure the best deal is to come in and work with my manager, they will give you a great deal. 

You might not think this is common, but it is quite common. So as a customer, do you think they are going to respond well to this chat? Probably not. The pricing is online, albeit - it is not always straight forward as many dealers include rebates and incentives that are otherwise not available to anyone. That said, if the customer is asking for the sale price, give it to them! At which point, you should be asking - “is this the only make and model you were considering? If not, I have some other similar options that could potentially save you more money” or “were you hoping just to purchase this vehicle, or did you have a trade?” Asking these questions can spark dialogue, which offers a more meaningful conversation that can turn into an appointment. 

Top Things to Avoid When Messaging the Customer on FaceBook Messanger. Facebook Messanger Offers a Richer Media Experience than of SMS Messaging. How to Capture the Customers Interest. 

Have you ever chatted with someone, and they ask “what is your name?” to which you say, “ugh, it is on the chat?” - this happens far more than you would think. The other thing to avoid is immediately asking “can I get your email address?” if you are messaging the customer on Facebook, do you think you are going to have better luck with email? The answer is most likely, no. The customer using their Facebook messenger - who picks their phone up hundreds of times (if not thousands of times a day) - is far more likely to look at their Facebook messages than to check their email. It is also no secret that Facebook messaging offers a rich multimedia experience. One where the user can effortlessly send photos, videos, etc. to their friends along with those memes and GIF’s we all love to send. So before we hit that ‘send’ button take a moment to think about how the user interacts with the platform, and avoid asking questions that are not relevant to the situation. 

Bottom Line: before you hit the ‘send’ button on the Facebook messaging app or text message, take a minute and think about how you respond to messages. With the notion that (as mentioned above) we do not always immediately respond to the message in real time. This is not to say, of course, that we should not respond at all, either. In fact, if some time has passed, it is best to give the customer a call unless they have stated otherwise. As we know, calling the customer is one of the most effective means of building a rapport - one that assists you in selling the dealership. 

Do You Text and Facebook Message the Same Way You Chat? Have You Had Great Success With Facebook Messaging? 
 

As much as we would like to pat ourselves on the back for a job well done - are we really doing the best we can when it comes to long term customer follow-up? In just reviewing the lead volume - not even considering unsold showroom traffic - it seems impossible to follow-up with all of the leads for that month. Let alone the leads that came in within the last 60 - 120 days. That being said, there has to be a strategy in place to ensure you are getting the strongest ROI possible on your various lead sources.

Here are some of the best practices to consider when managing long term follow-up.

What do you consider long-term follow-up?

Every dealership has their own definition of what longterm follow-up means; everything from two weeks, thirty days, sixty days to ninety days. So while there is no one single answer as to what the best method is, it is essential to make sure that your dealership is following up with the right customers. Otherwise, as more and more leads come in the less likely, they are to follow-up with the right leads.

For example, if a lead comes into the CRM, and you have emailed, called, texted, and sent the customer a sales blast, but they have not responded after two weeks then perhaps it is time to move on. That is not to say that you should not continue to market to the customer. However, the reality is that they have not responded. Albeit, it is just as important to review the content that was sent to the customer as well. Wherein, if there is a noticeable trend of customers not replying, then it is best to revise the content - i.e., if you are sending the same email to everyone - the message (content) of the email might not apply to that customer; the message has to translate and make sense - i.e. why send a customer who is looking for a specific used car a new car email blast?

Not all leads are created equal

It is no secret that not all leads are created equal so then why are spending the same amount of effort on leads that do not get the same results? Instead of focusing on follow-up, all the same, it is best if you start reviewing each lead source and make sure that they are each closing at a solid rate. Namely, if you are closing at a decent rate on one source than spending more time on that source might not offer the same ROI. Instead, look at another source and see if the juice is worth the squeeze; wherein, if you were to increase follow-up by one or two additional weeks what are the actual sales opportunities? If there is a chance or opportunity for two or three additional sales than it could have a better ROI.

Used Car Leads Tend to Sell Faster

With used car leads selling faster than new (not always the case, but more often than not they do) we need to put more of an emphasis calling these leads. The first group of leads that need to be called are ones with key buying statements, which can be any of the following but not limited too:

- Ready to Buy

• - What is the sale price

• - Is this Used Car still available (if this is the only comment; chances are it is one of the selections in the call to action menu)

Once you have reviewed the leads with responses and or questions, then it is time to review the dealer website leads first. After that, take the time to review the third party site leads. The purpose behind this is that a customer who has converted off your site is a customer who has most likely selected your store - versus a customer who has converted off of multiple sites.

New Car Leads Have A Longer Buying Cycle.

New Car leads can take more time and attention with the buying cycle being a bit longer than the used car leads. That said, there is nothing worse than just stopping all contact with the customer after the first few weeks! However, at the same time, the dealer will get several hundred new leads the following month. Meaning that if we do not speak with the customer for the first two weeks, they go into the abyss. Imagine how many potential sales we are losing by failing to follow-up past the two-week mark!

To avoid this, it is best to break down the new car leads. That is Dealer Website, OEM, and third party sites. Once you have broken down the leads, you can start your direct marketing offers; such an email blast. This is especially good if you were to get additional bonus cash and or have specific units that are at a lower price point that have to go! As the customers engage with the email blast, it is then best to call those customers. Turning that lead into a sale!

Bottom Line: following up with hundreds of leads is no easy feat, which is all the more reason to have a process in place. One that helps your dealership get the best ROI possible! To make this happen, it is best to review your current closing rates; making sure you do not reinvent the wheel for the sources that you have a good ROI on. Instead, take the time to review areas of opportunity. Once you have selected a few sources to work on - make sure that the marketing is not just relevant, but that you have a team in place that will make the phone calls, texts, or emails to those customers who have re-engaged with you!  Otherwise, the efforts could turn into wasted time! And no one wants to lose a potential sale.

How do you handle long-term follow-up? What kind of marketing efforts does your team do?  

Have you ever gone online to search one of your cars for a customer? One they saw one a third party site and thought to yourself just how confusing we can make the process? The idea that we have more than five to six ways to obtain information. Everything from get e-price, get quote, call now, text now, chat now, confirm availability, to schedule a test drive? I have never seen so many options to obtain information on one, single, item. Think about it, on most of the major retail sites - albeit, I am cognizant that is not a vehicle - they do not have several means of asking your question. Instead, they have a thoughtfully laid out page that enables the customer to add it to the cart, call or chat with their customer service. As much as we try to be ahead of the times when it comes to digital retailing, there is still some room for improvement on clarity for the customer.  

Here are two things to consider to gain clarity on your website. 

Vehicle Display Page. Also Known as Your Conversion. 

Instead of trying to convert the customer from several call to actions take the time to review which ones are working. For example, if you were to look at and review your lead sources, you can outline where the traffic is coming from. If you are not getting any traffic from specific call to actions than perhaps it is time to declutter your vehicle display page. One of the best ways, however, to review the reporting is to look at roughly one to two years worth of conversion. If the call to action has not converted any traffic than it is time to get rid of it. 

But not so fast, it is not uncommon for a dealer to still leave the call to action on their site for the fear that a customer might convert. Yet, by simply offering fewer choices already gives the customer more clarity. That is a more precise process on what the next steps are. But if the customer has to choose from more than five options to get an answer, it can be very confusing. Especially if when they do convert on the website their questions are not answered based on the call to action they chose. How many times has the customer gone onto your dealer website and chosen “get quote now,” and when the dealership calls them they do not give them a quote. Instead, they tell them what? “Well, to get the best quote you have to come into the dealership.” While there is some merit to that - i.e., if it is a new car we need their zip code, etc. - the bottom line is the fact that the customer does not always believe that the dealer is honest with them. It goes back to the point of when a customer asks a question - a question that you offered them to ask mind you - then you need to answer it! 

So What is the Best Method of Conversion? 

This is not to offer that there are only one or two methods that are best to convert a customer off your website. However, what this does offer is that it is best to review where your customers are coming from. In doing so, it not only creates clarity for the customer but it also offers an easier buying process online. That said, if chat is a hot call to action for your dealership, keep it! Just take the time to make sure that the chat option is integrated correctly. There is nothing more frustrating than the chat feature covering up the vehicle display page or worse, popping up every few minutes. Lastly, remember - if you are offering the customer the opportunity to ask a question - with the CTA - then make sure you are answering their questions. 

Bottom Line: The easier is it is to get the information they are looking for the better your customer's experience will be at the dealership. Think about it - as mentioned above - it can be overwhelming to have so many options to ask a question. What is worse, though, is that more often than not when a customer does choose one of the many call to actions their questions are not answered. Whether that is the lead not being sourced correctly in the CRM, or the sales consultant (or BDC for those that have one) does not take the time to read the lead. All of which can create frustration on the customer's end. So instead of cluttering your vehicle display page take a minute and review the data. Once you have reviewed, the data have a meeting with your vendors to clean up your site to gain a better sense of clarity! 

How do you handle clarity when it comes to call to actions? Do you leave a call to action on your vehicle display page if it does not get any traffic? If so, why?