How to boost conversion rates Part II
Don\’t let your website be a barrier.
According to Google, 95% of car buyers source vehicles and information online.
When customers come to your website, either directly or through third parties, first impressions are vital. Your site is the often the first major element in converting lookers to buyers, so you want the online customer experience to be as enjoyable and hassle-free as possible. Make sure that your website is clean, professional, with clearly listed stock, professional photos and good reviews (more on that in a bit).
What\’s more, almost a half (46%) of automotive shoppers used multiple devices before purchasing, with 46% using a smartphone and 31% using a tablet. Your site, therefore, needs to be equally responsive on tablets and mobiles as much as desktop/laptop. You should ensure that photos and information are easy to view and navigate. Also, mobile-specific additions such as integration links with map apps, or the ability to call the dealership at the touch of a button are now more crucial than ever.
Make sure to check your site on different devices to ensure there are no conversion barriers caused by bad web design.
Build and maintain a contact database
In our previous article, we argued the need to make sure all leads are nurtured. To do this, you\’re going to need to curate a robust database, which includes key information about your prospects, essential for encouraging conversions.
This way, you can track at which stage of the buying cycle each contact is at and ensure regular communication is sent to the prospect at important times. You, therefore, need to ensure that all contact information is recorded, as well as the customer\’s response.
The key to databases is consistency. The right information should be recorded by each sales member as soon as possible to ensure that all elements regarding the conversation are accurately recorded.
Your database can be a simple spreadsheet that can be shared and updated amongst your team. However, investing in a dedicated lead management system will automate the process for your sales team, which will improve lead management, and in turn, boost conversion rates.
Build trust
Trust is an essential stage of any buying process. When a customer is deciding between similar vehicles at similar dealerships, the decision can often come down to which dealership they find most trustworthy.
One of the best ways of swiftly establishing trust is by showcasing customer reviews. In a 2015 survey, 75% of car buyers would travel up to 60 miles to do business at a dealership with good reviews.
Customers who have a bad experience are more willing than ever to share their opinions online, but encouraging positive reviews is going to take some work.
Some simple ways to encourage more review submissions include:
• Adding links to your dealership or Google reviews in your confirmation/ aftersales emails.
• Including a request for reviews and links to do so in your email signature or your aftersales packs.
• Encouraging shares on social media – take photos of happy customers with their new cars (with permission) and share across your networks.
• Sending new customers a small \’thank you\’ gift (flowers, sweets, etc.) and include a note encouraging them to submit a review.
Ensure each positive review is responded to and remember to maximise exposure by sharing them across your various comms channels – social media, newsletters, emails etc.
And if the worst happens and you get a negative review/comment online? Always respond to mitigate damage and demonstrate how you like to resolve any issues swiftly and professionally. There\’s often an opportunity to turn a negative experience into a positive!
Project Openness
It\’s essential to project an image of openness when the customer visits your website out of hours, and you don\’t have to sit behind a desk 24/7 to do it.
According to Autotrader research, 86% of car buyers research their next purchase after 6 pm. Enquiries and demo requests are often sent out of standard hours, but that doesn\’t mean that you can\’t offer an impressive response service.
First, establish an out of hours messaging service that responds to an enquiry. It should thank the customer for their enquiry and confirm their response will be addressed when the dealership is next open.
Allow the customer to select the best time and method to get in touch the next day. Giving consideration to the customer\’s contact preferences engages them in the sales process.
Give yourself a competitive edge and maximise conversion opportunities, by investing in a lead management system that can alert you to an out of hours query and (through predefined templates) offer a full and personalised response in seconds. It will minimise disruption to your evening and leave a lasting impression on the customer.
About Acceler8
Acceler8 is an end-to-end sales and lead management system designed exclusively for used car dealers. It combines 8 necessary features designed to optimise enquiry channels and conversion rates.
Because sales and lead opportunities don’t just happen when you’re at the desk, Acceler8 has been designed to be as versatile as possible. What’s more, it’s all integrated, meaning that no matter what device you’re using, it all funnels seamlessly into one main database.
For more information or to see Acceler8 in action go to www.acceler8.co.uk.