Does your digital storefront come with an A-Team?€¦ · storefront, is essential to your...
Transcript of Does your digital storefront come with an A-Team?€¦ · storefront, is essential to your...
Does your digital storefront come with an A-Team?The right mix of software systems and media platforms, including the industry’s only complete digital storefront, is essential to your dealership’s success. But to develop a digital strategy that actually brings in buyers, you have to go beyond technology—way beyond.
You need an A-team filled with industry experts to guide you along the way, because it takes real experience and real skill to get real results. Our team of experts is making it happen for dealerships every day, and they’ve compiled a list of pro tips based on their years of experience working within the industry.
Katie WilkinsBoundary Pusher
Innovating dealership technology for a decade.
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ACTIVELY manage your brand reputation online by
monitoring reviews, increasing review volume, quickly
identifying problems, and responding to negative feedback.
85% 1 of consumers trust online reviews as much as
personal recommendations and companies that respond to
those reviews see an increase in volume and score.
SOURCES1 https://www.brightlocal.com/research/local-consumer-review-survey-2017/
2 FCA test observed a 146% increase in CTR for that same placement, conducted August to September 2017 and included 34,868 visitors.
3 A/B test comparing New Arrival Vehicles vs. Recommended Vehicles on the homepage, conducted December 2016 - January 2017 and included 21 sites and 11,281 visitors.
KEEP vehicle detail pages clean and make the car the star of
each page. Clearly feature package and option information
along with pricing and reviews. Most importantly, let the
customer start the deal online to drive conversion.
PERSONALIZE the buying experience according to each
user’s prior shopping behavior. Use Cox Automotive data
and insights to show relevant information, which drives
2-2.5x2 higher engagement and a 12%3 lift in inventory
lead conversion.
Noah LeeProduct Power UserHelping dealers maximize their
technology investments.
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TAKE advantage of the integrations across Cox
Automotive. If you have vAuto and you advertise
with Dealer.com, ask to utilize the vAuto inventory
integration with your paid search to maximize click
through rates and aggressively advertise your vehicles
that are competitively priced. If you have VinSolutions,
ask your performance manager to activate VinLens
which gives you real time information on the behavior
of your customers so you can customize their
experience before they come into the dealership.
HIGHLIGHT your service department. Capture
market share with advertising campaigns for fixed
ops. Also consider managed services specific to
promoting your shop. It can provide an incredible
ROI for an often overlooked department.
Callie CogleyAnalytics AceTranslating Cox Automotive data into digital retailing wins.
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CREATE a separate Google My Business account for
Service and Parts. This ensures that correct hours of
operation are always listed and increases SEO value.
INCLUDE enticing CTAs on your digital ads. Consider
using “Get Today’s Price” or other price-based verbiage,
which has performed very well in our recent A/B tests.
IF YOU HAVE digital retailing on your website,
apply your dealership’s brand to make it your own.
This leads to a better customer experience and
creates positive sentiment for your dealership.
Christina MarshallAdvertising All-Star
Pioneering advertising strategies for 20 years.
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ADVERTISE to your fixed ops customers because
they’re also well-qualified sales leads. A customer
is twice as likely to purchase a car from you if you
service their current vehicle. Once they do purchase,
stop showing them sales-focused ads and start
serving them service-focused messages.
USE DATA to show the right ad to the right customer
at the right time. Utilize location pins with the Waze
app to show your service center to nearby motorists.
You can also incorporate Xtime pricing information
into your search ads to give vehicle owners the
information they need to make a service decision.
LEVERAGE automated video taglines to set your
dealership apart. It’s a great way to communicate
your unique value prop and services at your
dealership. You can also showcase your customer
review rating. Great ways to stand out!
Ben KuentzelIntegration ExpertConnecting platforms to bridge digital retailing gaps.
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13 BEFORE MAKING any change to your website,
be sure that you have considered its impact on
actual shoppers. Dealer.com invests heavily in user
experience and interface testing so you can be
sure the car buyer is having an optimal experience.
INVEST in an effective inventory strategy. Your
website will only be effective if your inventory is
accurate and competitive within your market.
Christa AndersonContent Curator
Aligning creative assets with dealership customers.
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14 INVEST in great creative. Your website will perform
better when landing pages are compelling, videos
are engaging, and digital ads are eye catching.
KEEP your web copy (written text) short and
get your point across quickly. Recent estimates
suggest that consumers have only an 8-second
attention span.
Does your digital storefront have an A-team?
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(888) 717-9390