Your website is one of the most important tools you have at your dealership and you should treat it as so. It’s essentially a 24-hour salesperson and a digital extension of your showroom. Knowing this, it should be a priority to ensure your website provides an amazing experience for your visitors. Because so many potential customers will visit your dealership before going to your dealership, it’s important to remember that a poor website experience can steer customers elsewhere. In this article, we’ll give you 5 ways to improve your website user experience so that your website never loses you a customer again!
While a website with a complex navigation setup and fancy drop-down menu may make sense to you, it may be difficult for others to understand. That’s why it’s important to make understanding how to navigate your website as easy as possible. You’ll have people from all demographics browsing your website and if only the younger generations can figure out how to use it, you’re losing out on a massive group of people. Avoid wasting your customer's time by making a website that’s easy to navigate. With a few clicks, your customers will be able to find whatever it is they’re looking for, without any headaches.
One of the main goals of your website is to bring in customers and ultimately, sell them a vehicle or service. With that, you need to have a clear call to action in order for them to set up an appointment or leave you with information to contact them. Take time and think about what your call to action should be for each page, as different pages will likely have different call to actions. For example, do you want them to create an account, book an appointment or request a service? Your customers should be able to easily identify the call to action on each page and what that action means.
Live chat is an amazing way to ensure that all of your customer's questions are answered. On top of having a resource for your customers, live chat enables you to ask for certain things to provoke actions in your customers. Perhaps the live chat asks them to book an appointment, leave their email address or call your sales team. If you want to ensure your live chat will be a success, you need to train your team on great customer service and have them know the script.
Video is a great tool to utilize for all businesses and your dealership is no exception. Now more than ever, consumers use video to learn about a business and gather information. Video is a great way to increase your reach and give customers a better understanding of who you are. It allows customers to see whatever it is they want to see without any barriers. As a dealership, you can leverage videos for brand awareness, vehicle walkarounds, promotional content and educational content. Try to spread these videos across your website so your customers can choose whether they want to read the information or view the information. These videos should also be posted across your social platforms for maximum exposure.
We know stock images are an easy and affordable way to spice up your website, but if you want to minimize confusion and increase engagement, using real images is the way to go. Stock images are often stereotypical and that can cause an illicit reaction in your customers. If your customers get a phony feeling about your website due to stock images, they may end up looking elsewhere. If your website is full of photos of your dealership, its vehicles and your team, customers are much more likely to see the authenticity of your dealership. While using real images may be more of a hassle, we know in the long run it will be worth the effort.
