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From: Jared Hamilton
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Devorah Wolf

Devorah Wolf Content Marketing Manager

Exclusive Blog Posts

When Service Advisors Say, “Hey, That’s MY Customer!”

When Service Advisors Say, “Hey, That’s MY Customer!”

To say that the dealership I worked at was Dog Eat Dog would put it mildly. It wasn’t just a competition to be at the top of the figurative servi…

In 2020, Resolve to Change Pay Plans

In 2020, Resolve to Change Pay Plans

New vehicle sales are slowing and increased pricing transparency is eroding front-end sales margins. I predict that increased F&I pricing transparency …

Set Goals for the Year Not Just the Month!

Set Goals for the Year Not Just the Month!

Planning and setting goals for the year ahead is hard considering we tend to plan month by month especially when it comes to measuring success. So instead …

MDP 029 | The Great Divide: Fixed Ops / Variable Ops - Special Guest Phil Larrick

MDP 029 | The Great Divide: Fixed Ops / Variable Ops - Special Guest Phil Larrick

  #FixedOperations #GenZ #EmployeeAcquisition #OnlineRetailParts   David & David are joined by Phil Larrick. Talking about Fixed…

Join Us for a Fireside Chat with Current Automotive

Join Us for a Fireside Chat with Current Automotive

Chat with Seneca Giese, Co-Founder of Current Automotive, and discover how they are transforming the car-buying experience in Naperville, Illinois. In j…

Top 3 Takeaways from Google's Autoshopper Study

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:

Don't forget about early-stage autoshoppers

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.

Post photos and videos on your dealership website

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.

Ramp it up on mobile

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.

Chris K Leslie

Seems pretty standard for any business in business today. 

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