Complete Dealer Solutions

If you haven’t read my previous post on “Give them what they want.”   you should take a minute to read that.  Don’t worry, we’ll wait here for you to catch up.

 Since we know that customer’s have not come to your site to be entertained or have their time wasted, we should take a closer look at what they customer came for.  Each site will be different, based on your offerings.  Do you sell new and used cars? How about a service center?  Quick Lane?  Collision? Parts? Accessories?

These are the areas you should focus on.  But also, look at your supplemental information.  Why you stand out.  These items are very important (once you’ve cleared the path for the main selling features.)  These are great to have along the site of your site, or anywhere it’s relevant but unobtrusive.

Designing a clear cut navigation system it important to allow the customer quick access to what they want.  A site with a navigation button ‘Vehicles’ that goes to a page with two choices ‘New’ and ‘Used’ is wasteful.  Two buttons, available anywhere a customer is on the site ‘New Inventory’ and ‘Used Inventory’ makes a more susinct path to exactly what they want.  This should be unclutters, susinct.

Next, make sure your links describe the page you are taking them to.  Say for example you are listing 20 vehicles, next to each is a ‘Schedule a test drive’ button.  When the visitor clicks that button, if you just take them to the vehicle page, they will be confused.  If you take them to the vehicle page, and jump the page to the schedule form (or better, have the schedule form appear large and infront of them) you’ve satisfied their request without making them jump through hoops. 

ALWAYS, BOTH IN PERSON AND ONLINE, GIVE YOUR CUSTOMERS WHAT YOU SAY YOU WILL.  That means if you give them a button that says they can schedule a test drive, then make sure when they click it, it does just that.

Regards,

Aaron

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