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How would you classify the results from your website specials? If you can honestly say that you are seeing GOOD results, chances are the process needed to get you there is UGLY. It’s a time consuming and pull-your-hair-out undertaking. If you are seeing BAD or UGLY results, then you might say that the process isn’t all that bad…why? Because you aren’t doing it! You either:
I sincerely hope that the majority of you who have ugly specials pages, or non-existent ones, fall under the latter category. Otherwise…well…you officially fall under the CRAZY category. Ugly, in this case, is fixable. Crazy is another challenge altogether.
Listen, 40 percent of auto consumers who go to your website are there to see special offers. If they don’t find them, can’t click on them, find no offers that are relevant to them, or have to scroll through your entire inventory to find anything special, THEY ARE LEAVING YOUR SITE AND GOING TO YOUR COMPETITOR’S SITE.
We analyze hundreds of dealership websites on a monthly basis. We see countless Specials strategies that seemingly hit every branch while falling out of the ugly tree. I won’t call anyone out, and I won’t be ugly-shaming any website specifically (you know who you are anyway), but I am going to point out some attributes of these sites.
Your Specials pages are taking up prime real estate! Don’t fill it with UGLY! Use it to enhance the customer experience and sell more cars. Anything else is just crazy talk!