In the first part of this blog post, I wrote about how accurate pricing and having a streamlined website will set you up for ecommerce success. If you missed it, you can read more about it here. In this second installment, we'll take a closer look at how to grab your customer's attention and train your team to optimize the bottom of the funnel to turn that ecommerce lead into an actual sale!3. Grab Your Customer's Attention
Website traffic in ecommerce is very predictable. The best advertisers will tell you that their numbers are very consistent. Spend X dollars and expect Y visitors. As soon as you figure out what type of customers to target and narrow down your ideal buyer profile, you need something to grab their attention in order to make them convert. Displaying clear, relevant information and a design that highlights the information the customer seeks is key.
Put a real photos of actual vehicles your have in your lot in your ads. Remove unnecessary clutter and calls to actions. Your online ad should perform one task only, namely getting the customer to click on to your website to learn more about the vehicle. Highlight savings and pricing information and leave out everything else asides form the name of your dealership.
4. Train Your Team
As any car salesperson knows, the sale isn't fully complete until the customer drives happily off the lot with his or her new car. The very moment a lead fills out a form or a customer completes online checkout, a BDC rep should be reaching out to follow up.
Most dealerships already have an effective follow-up cadence set up for leads, but how should we treat online orders? The first step is understanding that leads and online orders are different. Online orders are full-on sales and the BDC team needs to respond accordingly when and order comes in. Unlike a lead, where you typically call or email saying "Hey, I heard you were interested in a (insert brand and make)", you need to treat an online order as an actual purchase. Call the customer within 3 minutes of placing the order and congratulate them on the purchase. Ask for any additional information you need to complete the sales, such as a copy of their driver's license, proof of insurance, VIN and photos of their trade-in if they have one and make sure they bring their old car to the dealership when they pick up their newly purchased vehicle. Have the new car waiting in front of dealerships with a bow on it (ok...the bow is optional, but it won't hurt) when the customer comes to pick it up an voilà; you've sold a car!
Want to learn more about how you can turn your website into a cash register for your dealership? Download your free user guide here:
This was the second installment of a two-part blog post. If you missed part 1 you can read it here.