When customers begin their car-buying journey, the web is the first place they turn. Of course, a dealership’s website should be compelling, attractive, easy to navigate, and accessible on mobile devices. It’s also where your business must express its brand promise to customers, building the trust necessary to make sales and keep customers for the long term.
But the internet is a big place and the competition is just a click away. How do you stand out from the crowd and make your inventory shine?
There are many ways to dress up your inventory online to attract and engage customers.
Here are four tips:
1. Add comments beneath each vehicle on your website
Customers are looking for as much information as possible to inform their buying decisions on their purchase journey. It’s critical that you include the key features, options, specs, and warranty details on each vehicle’s page, but it also helps to include customer comments below the description.
Buyers are most persuaded by items with moderately high ratings and reviews that list both the benefits and drawbacks of a product. And don’t be afraid of reviews that note imperfections as this gives greater credibility to the reviews.
2. Add more descriptive feature terms
A product description of any kind should describe what the item is and why it’s worth purchasing. Readers browsing your site should understand not only the technical features of the vehicle but should also get them excited to actually own it!
What’s in it for them? Romance the features on your inventory, playing up each vehicle’s details so your reader can imagine what it would be like to own it. Would you be more attracted to a car with “9 speakers” or a car with “Bang & Olufson® 3D Sound System”?
3. “Partition” Prices by Listing Payments, Not Full Cost
Price is typically the top factor in a purchase decision, which is why pricing is a marketing art form. There are many well-researched psychological factors at play when considering pricing in your marketing, but a simple one to consider is what’s called “partition pricing.”
Thinking of a purchase in terms of smaller payments feels more attainable to buyers and helps them reference the lower monthly cost against the larger full cost. This way, the customer can better imagine how a new vehicle will fit into their monthly budget. Think “as low as $399 a month” versus “$40,000.”
4. Edit your Online Prices Temporarily
Changing out prices temporarily is also a great tactic. If you’re running a promotion over a holiday weekend, for example, you may wish to change your website’s pricing to reflect that sale.
Some dealers don’t bother with this because managing their website is a headache, but working with a highly responsive website vendor (like AutoSweet!) can make edits – even temporary ones – easy and quick.
Want to Find Out How Your Website Measures Up in These Four Areas?
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