You have plenty of competition selling cars out there, whether it’s another dealer down the road or a group selling automobiles online. This means you need every advantage you can possibly leverage, which includes having a strong focus on your auto website. What are you doing to ensure you’re bringing in all the consumers you can on your digital platforms?
The goal for many retailers today is to cater to their customers by creating a customer experience that is totally positive. This involves making everything about the buying experience convenient to your potential clients.
Gartner confirmed in a 2014 study that the customer experience is the “most pressing mandate for marketers.” We’re now nearing the end of 2017 and the customer experience certainly hasn’t proven to be a fleeting trend. In fact, the study estimated that by this year, 50 percent of consumer product investments would be redirected to customer experience innovations.
Gartner also quoted Steve Cannon, president and CEO of Mercedes Benz USA, as saying that the customer experience is, in fact, the “new marketing.” So the question is, how can you show that you’re embracing that ethos with your auto website?
1. Use All the Right Tools
You are fortunate to have many tools and new technology today that can be used to make your website customer-centric. For example, are you currently utilizing chat? It’s an excellent way to answer pressing questions that your potential clients have about your cars, financing, etc.
Another tool you can use on your site is pop-ups. These are excellent lead capturing devices that help you get to know potential customers and build more engaging content around their needs.
2. Get Personal
Everyone has individual needs, and consumers today want to feel like they’re being catered to on a personal level. This means your content has to be fully developed and relevant to them.
You can’t simply take a one-size-fits-all approach like you could in the past. Look around you, particularly at big companies like Amazon – they’re honing in on making everything easy for the consumer, and they’re expecting it now from every company they do business with.
You have to know where they are in the buy cycle and have content ready to meet them where they are at.
3. Optimize Your Site
This should be an ongoing practice because design elements are constantly evolving. Your design has to flow and consumers need to be able to navigate it with ease. Whether it’s desktop or mobile, always be on the lookout for sticking points that need to be fixed and that your content is updated and comprehensive.