Why is Your Dealership Website Traffic Not Converting?
After all the efforts in getting your auto dealer website to look great, function smoothly, and deliver engaging content, conversion rates are still hovering around 5%. It means that the vast majority of your website traffic does not have the intent to buy or allow you to contact them at a later stage.
Keep in mind that these are mostly prospects that you have spent your marketing budget on while trying to get them to visit your site in the first place. In other words, a large chunk of your site traffic isn’t converting.
In this article, we will find out what might be causing this problem and what your auto dealership can do to get around it.
Not Reaching the Right Viewers
It’s clear that different shoppers need different things. The ones who are ready to buy need to see valuation tools, while the ones who are still researching need to learn more about the vehicles of their interest. Those ready to come in for a test drive want to see your specific vehicle offers, and so on. It’s only logical for different customers to see the offers best suited for them.
Most of the time however, this is not the case. Auto dealer websites are not being optimized to respond to customer behavior in real time, and this is one of the leading reasons for prospects not converting. Do note that this is not something that would ever happen in a brick-and-mortar showroom.
Customers Being Overwhelmed
If customers know exactly which vehicle they want, then they might be willing to provide salespeople with their contact details in order to begin negotiations and other processes that are linked with purchasing a new car. However, a first-time customer being bombarded with questions about their personal details, financial status, and so on would almost certainly end in that customer walking out.
On the website too, asking for too much information too often and too fast is a very common mistake that results in alarmingly low conversion rates.
Not Enough Content and Tools
Design your dealership website to be a one-stop shop for all car buying needs. Potential customers should be able to view reviews and images of the vehicle they’re interested in, get the best offers for it, see available financing and leasing plans, and so on.
This is exactly what your online customers want to see, and if you give it to them, you have much better odds of them converting.
For more information on improving your auto dealer website conversion and to know how AutoByCall can support your dealership with ready-to-buy leads, Contact Us.