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Julie Jamison

Julie Jamison Manager of Product Marketing

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The Good. The Bad. The Ugly. The Crazy?

fb4745deffaf8a291e87ec063ed23a44.jpg?t=1How 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:

  • don’t believe that great specials pages can and will yield great results, or
  • you are just too busy to maintain them and the process is too overwhelming

 

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. 

  • No Specials Tab on the homepage navigation bar
  • Hard-to-find or non-centrally located Specials Tab
  • Specials Tab links to EMPTY Specials pages
  • Out-of-date or out-of-inventory Specials
  • No details or pricing on Specials detail pages
  • No Calls to Action on Specials detail pages
  • Forms that require more than 3 or 4 required fields
  • Too many Specials, or Specials Tab that links to entire inventory and requires search functionality
  • Coupons or pop-ups that are intrusive and disrupt the shopping experience
  • Coupons or Specials that have no relevance to the shoppers wants/needs

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!  

mark rask
it is amazing how hard it is to get each department to provide us with specials
Julie Jamison
Yes, Mark. I've been in your shoes! And likely, when you do get the specials from department managers, they have put very little thought into them because they are slammed and just want it off their plate! It's a constant struggle. And STILL such an antiquated process in so many stores!
Jennifer Bourgeois
I started just doing them myself for New cars. I can't wait on sales managers to get me lease specials 5 sometimes 8 days into the month. Then running around like a chicken to get the IMB retargeting ads, the website, my email marketing for the month...EVERYTHING updated. I get the incentives when they arrive and lock myself in conference room uninterrupted to do them and update the specials across the board. Service specials, well that's another story. My department head doesn't do them so we are still working on that!

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