Lead generation is crucial for any dealership’s website. So if your website isn’t converting any of your visitors, what can you do? Taking a closer look at a few components of your website, along with diving into your analytics, you may be able to shed a little light on issues that may be getting in the way of conversions.
Each visitor that comes to your website usually has a good idea of what they need and what they want to find. This means that a car dealer only has a matter seconds to address those needs before the visitor leaves. With a finite time to satisfy the needs of these potential car buyers, you may want to take the tips below into consideration to ensure your website is able to convert.
Custom Landing Pages
Many car dealers are finding the added value of custom landing pages. In addition to opportunities in organic listings, these pages often receive ample traffic due to PPC and non-organic promotion. The point of a landing page is to deliver specific content that’s important to a specific subset of visitors. As such, you’ll want to create a wide range of landing pages to highlight numerous topics, whether it be landing pages for each of your profit centers, or landing pages for each model of car you sell. A great example can be found looking at the website for Orlando Chevrolet dealers, which features a page on their Corvette Center, providing unique content for Corvette-specific shoppers. In addition to providing relevant content and consistency between a keyword and/or advertisement that’s pointing to the landing, make sure the page is equipped with excellent navigation should the visitor want to explore more of your website, along with a call to action or contact form to help the visitor towards the path of conversion. Keep it simple, and avoid the temptation of providing too many calls to action. While relevant content is key, don’t forget your dealership’s branding on these pages as well!
Use Images Wisely
Larger images tend to take longer to load, but what’s even more important than considering the file size is the actual image itself. An image that’s large and that shows a product well is important for exciting potential buyers. If someone is searching for a Ford Mustang, the image should be colorful, bold, and perhaps showing the car is an aggressive stance – something that helps a sports car buyer want a Mustang even more. Looking at Los Angeles Ford dealers, visitors will see images that are large, clear, and that look professional, helping provide a visual component that’s necessary to encouraging visitors to check out the Mustangs that are in stock or download a digital brochure. While images aren’t often talked about as a conversion factor, adequate attention should be given to finding the perfect image.
Build Trust While Building Your Brand
When a potential car buyer lands on one of your landing pages, they may not know anything about you. While everyone may not have heard of your dealership, it’s important to use this opportunity to build your brand while also building trust with this potential customer. Having the appropriate logos for your dealership and/or the make you sell is important, but it’s also crucial to have other content that demonstrates the quality of service that you provide. This means that awards the dealerships has won, certifications, or other indicators of quality are absolutely crucial to build trust in the few seconds you may have available. Looking at Hyundai dealers Chicago, the website has numerous indicators that build trust, such as the ‘Top Ten Reasons’ to visit the dealer, or ‘Mid West #1 Volume Dealer 4 Years Running.’ These are small details, but they could have a big impact.
Keep Registration and Contact Brief
When it comes to asking visitors to do something, less is usually more. In a registration form on a landing page, asking for too much information is often a sure way to kill a conversion. Don’t require too many fields, and don’t make the form so long that they have to scroll down half way through completing the form. This is precisely why keeping the form above the fold makes a huge difference. At the end of the form, make the submission button large and clear so that the visitors don’t have to hunt for it.
Provide Triggers That Keep Them Coming Back
Many Web users are a bit skittish about registration forms, but that doesn’t mean you there’s nothing you can do. Asking for an email address for a newsletter subscription is a simple form that may be more acceptable than a longer registration form. Newsletters such as those utilized by Nissan Tacoma, enables dealers to provide additional content to a potential car buyer, and also creates another oppotunity to make contact. In addition, links not only to other pages on your site but to other profiles off of your website, such as a Facebook or Linkedin profile, will give users another opportunity to make contact with you. You may also want to provide free downloads, such as digital brochures, and then provide an opportunity to register for more updates on the thank-you page.
Always Be Testing
Conversion data takes time to accrue, so don’t get impatient. But don’t let the data go to waste. Look at the numbers and try different tactics. As long as you’re always testing, you’ll eventually land on a winning formula.
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