We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Less is much more! This applies to most everything. It especially applies to customer communications. When you overload the message with words, graphics, slogans and calls to action, your effort to increase response does exactly the opposite. Whether print, electronic or internet, the same holds true. Voltaire said, “The best way to be boring is to leave nothing out.” Keep It Simple!
When shopping for their next vehicle, your customers visit your website to learn two things. Do you have what I want and how much does it cost? Everything you do to keep them from learning that diminishes the effectiveness of your website. You are constantly approached by vendors with the next greatest thing that must be added to your website. All claiming increased lead productions or increased quality of lead. Some of these claims may be true, but you have to sit back and think hard. They all want prime real estate on your home page and every other page in your site. Of course they do. If it does not get noticed, it won’t get used, it won’t generate leads and they’re out the door. Is your website looking more and more like Times Square on New Year’s Eve or a Las Vegas Casino? It’s too much to take in. For the person looking for entertainment it’s perfect. However, the dealership website visitor is seeking information not entertainment. Too many distractions, blind alleys, unwanted content and too much misdirection end up losing potential customers.
Get your website visitors to where they want to go in the fewest number of clicks as possible. They want to know if you have what they want, so get them to their vehicle of interest in one or two clicks. Don’t make them jump through hoops to get to this information. Make sure your navigation is simple to understand and eases their hunt for information. Next, they want to find out how much it is going to cost. Answer their question. If you don’t someone else will. Give them a way to learn with reasonable certainty the price that they can purchase the vehicle for. The reality is, average conversion ratios of website visitor to contact are very very low. The majority of the visitors to your site never let you know that they were there. One, great idea is to give what they want in exchange for what you want. They want pricing. You want a way to contact them. Make the trade! Include programming that allows them to make an offer on your vehicle which then automatically sends back a response as to whether their offer is enough. They get the pricing information that they want and you find out who they are, what they want and how much they are willing to spend. You must concentrate your websites design and functionality to the purpose of supplying what your website visitors want, not what you want.
“That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end, because once you get there, you can move mountains.” Steve Jobs