Google recently researched the shopping patterns of early autoshoppers– those in the initial stages of research, gathering information about what car to buy and where to buy it– and made some discoveries that can help dealerships get more conversions and more paying customers from their websites.
What kind of discoveries? Well, Google took a look at car shoppers' micro-moments, or moments when people instinctively turn to a mobile phone or other device for information. Such moments are powerfully influential over people's decisions because they are so deliberate: these are the times when a specific need causes someone to seek answers or services. According to the study, it's important for dealerships to be available to autoshoppers during particular micro-moments across their buying journeys. If they are, it's much more likely customers will choose their dealership.
Google identifies five of these micro-moments (you can read about all of them here), but the ones relevant to early stage shoppers are called "which-car-is-best" moments and "is-it-right-for-me moments." These questions will send shoppers at beginning stages rummaging in their pockets for their phones– and dealerships need to provide them with the content and answers they seek at those moments.
Check out the entire study here, but in the meantime, here are three major takeaways:
This study highlights how important early-stage leads truly are. They may not buy today, but they will tomorrow– and are much more likely to buy from the dealership that helps them out now. Dealerships that prioritize becoming a resource to shoppers still doing research can grab those shoppers during crucial micro-moments.
Oh, how customers love their photos and videos. Google found that people using Youtube and image searches during their which-car-is-best and is-it-right-for-me moments had a high likelihood of visiting dealerships. If site content is rich in photos and videos, customers will seriously appreciate it.
The whole idea behind micro-moments is customers turning to a device when a question comes up. That means a great many of these decision-influencing moments happen on mobile, whenever the question strikes. To really take advantage of these moments, dealerships should make sure to be there for customers with a fully mobile-optimized website, where autoshoppers can find whatever they need, whenever, wherever.