By David Metter
Dealerships are constantly working to increase their website conversion – and for good reason. Organic conversions typically see the highest closing rates. However, I frequently encounter dealerships that wonder why they aren’t getting higher conversion rates, despite adding the latest gizmo or widget. Conversion rate optimization is tricky. Thankfully, there are some simple things that can be done to increase the chances your visitors convert.
1. Mobile – Today’s car buyers use their smartphones to gather information. The lack of a mobile-optimized website will unquestionably decrease your conversion rates. With the huge increase in Internet searches via mobile devices, if your site isn’t mobile enabled, it’s as if you are hiding your dealership from the majority of today’s online shoppers. I’m sure you would never fail to have good signage for your physical showroom. Well, the same can be said for your online presence. Make sure that you provide a great experience across all devices for your customers. That alone will help to increase conversions.
2. Simple Navigation – How many times have you visited a website, searched for information, and became frustrated because you couldn’t find it? What do you do when that happens? I bet you leave and look elsewhere. The harder it is for a customer to find the information they are looking for on your website, the more likely they will leave. Think of your home page as the beginning of a path. Most visitors came to your site with a destination in mind. Make it easy for them to find that information.
3. KISS – I’m sure that you’ve all heard the phrase, “Keep it simple, stupid.” This absolutely applies to conversion rate optimization. Far too many dealers overwhelm their website visitors with multiple conversion methods on every page of their site. Things like chat windows floating all over the screen, pop-ups appearing with each new page view, or forms all over the place. Examine each page of your website and put yourself in the customer’s shoes. Ask yourself this simple question: “If I was on THIS page of my website, WHY would I be here?” The better you can answer that question, the more you’ll understand the motivation of the customer, and provide a better conversion method that is attractive to the customer. Stop inundating customers with multiple conversion paths on every page of your website. Keep it simple and make sure the path you want the customer to take is very clear.
4. Contact Information – The single best conversion method for any dealership’s website is contact information. The majority of the visitors to your website are seeking this. Yet many times this information is the hardest to find. Make sure that your contact information, address and phone numbers, as well as your dealership’s hours of operation for both sales and service are prominently displayed at the top of your home page. Don’t make customers scroll to the bottom. Or, even worse, have to navigate their way to an “About Us” page to find this information.
Optimizing your website for conversion translates to simply providing a great customer experience. Reduce the noise and friction from your customers’ browsing experience and lead them down the path towards the information they seek. Once they arrive, give them a single, relevant and compelling reason to convert - and you’ll be surprised by how many do just that.
