It's bewildering but true. Just 3-5 percentage of the traffic gets converted and the rest of the 95% won't browse the website for a long time and even not prefer to interact by filling any form. This is upsetting for the car dealers as they are not getting paid off for which they are paying dollars.
The users are coming to their digital doors, but not interested in coming to the car dealer's showroom. It implies there are some flaws that need to be identified and fixed so that the conversion rate get upsurge with steadily increasing traffic.
Take A Look At The Common Pitfalls That Are Inhibiting Conversions:
(1) Traffic And Target Audience Won't Match
When the traffic is constantly rising and the conversion remains stagnant. It's an alarming situation that hints that the traffic which your website acquiring is wrong. There is a big mismatch between the traffic coming to your website and the audience you target.
This may be due to the error in the target keywords and that's why the keywords are bringing the users that may not be interested in buying cars, but looking at the favorite brand name, they click on the link. This way traffic is not turning into sales.
You need to analyze the traffic's demographics and geography to understand what is the root cause.
(2) User-Specific Content Is Absent
Nowadays, the users do most of the research on the vehicle online that they want to buy. The unavailability of such content drifts the users to the competitor.
When the website is allowing them to do all the necessary research, view lots of images and videos of the cars, on-site compare the cars and see the customers' feedback, the probability of users to stay on the website increases as they are getting all the information at one place. Besides, the vehicle customization tools are the add-ons.
When plenty of content the website offers, the users, be it first-time users or loyal users can easily figure out what they want and lock the deal in no time.
(3) Offers Are Not Compelling
Undoubtedly, the vehicles the car dealership is selling are not one-of-a-kind product which no dealership is selling in the market. Instead, there are numerous car dealers who will be offering the same car in your local area. Therefore, to remain profitable your offer must stand out with a unique value proposition.
You need to understand what your customers want without waiting for the master degree in data analysis and then bridge the customers need with what you are selling. This all you have to make possible over the website with rich content.
(4) Asking Too Much- That's Intrusive
Displaying pop-ups are useful to get the customers' contact information that most of the conversion tools implement. It's good, but it turns out to be overwhelming when the bombardment of pop-ups starts as soon as the customer begin browsing the website. Initially, the shoppers are not ready to provide so much information.
The automotive advertising or chat tools must be optimized to appear after a certain interval or at the specific time like- when the customers are about to exit. Also, the number of fields in the form should be minimum as it impacts the customers' likelihood of providing the information.
(5) Offers Targeting The Wrong Traffic
Showcasing the same type of offers to all the users who are browsing the website has become a thing of the past. It is possible that the user browsing the website perhaps wants to test drive the car, while others may be just researching about what's the special offer on this holiday season. You need to display the offers accordingly.
In the personalization age, if your dealership website is still doing the same thing, it means you are lagging behind or losing the potential customers for not showing the right offer with the right content to the right users. It's wholly logical to display the offers to the customers that best suits them.
Optimize your website to understand and respond according to the customer behavior in the real-time because this is an excellent opportunity to uplift the conversion.
(6) Interface Is Not User-Friendly
When the customer visits the dealership, there are a number of salespeople that guide them at every step and answer their questions. Similarly, your dealership website is a virtual showroom where customers expect a prompt response and intuitive website navigation.
Any hurdle in researching the info about the vehicles drops the potential customers out of the conversion funnel. Also, test-run the website to find out all the links are working fine and not broken.
(7) Just Don't Implement, But Test As Well
Adding more and more functionalities to the website to make the customers' journey smooth is good. But, if all the features on the website are not working properly, then car dealer marketing to improve conversions is of no value because the traffic landing on the website would leave off the bat.
It's good to get more traffic to the website through multiple landing pages, but don't let them go away due to broken features. Keep testing your website constantly using the right set of software.
Don't think that you are not getting quality leads, while the potential leads are already on your website and what you need to do all is convert them leveraging right car dealer solutions. There are many tools and resources available that help you analyze what are the loopholes and how can you address the issues. The only important thing is are you ready to design your website for conversion. If so, stay synced with your users' activity on the website and keep selling the cars happily.
Source : artipot[dot]com