"With consumers spending more time online visiting dozens of websites during the automotive research process, it can be challenging to break through the online clutter to get consumers into showrooms where the sale ultimately happens," said
Below are important tips to help you reach and engage with automotive consumers at the right place and the right stage of consideration.
1) Be where in-market automotive traffic is.
As consumers start the purchase process, they use traditional search to consider multiple makes and models and as they continue along
2) Develop targeted content to drive conversions.
Just as having a vertical search presence is important, it is equally important to have targeted content to drive engagement. The best offers target the exact make and model of interest, and the consumer's geographic location for maximum conversion. Website traffic technology, like that offered by
3) Link to the right pages of your site.
The entire vertical search process culminates with the dealer website visit. That makes the pages to which dealers drive traffic a critical consideration. Contrary to popular belief, Howe advises against linking too deeply on your site. "We know that people often do not buy the vehicle they originally intended, so we suggest linking to pages that offer people a wider scope of inventory," she said.
4) Offer helpful website tools to drive conversions.
Reaching and engaging with increased volumes of in-market traffic is important, but don't neglect the experience once consumers get to your site. Conversions depend on the tools dealers provide to get car buyers to stop researching and visit the dealership. Offer a texting solution that assists with compliance and engages the consumer. Provide virtual showroom technology that enables dealers to co-browse key areas of the website with customers. Offer shop by payment tools. And be sure to implement instant retargeting technology. Bear in mind that it's important to immediately engage with a consumer and make it easy to transact or get information.
"Our dealer, manufacturer, and advertising partners have invested thousands of dollars in their websites, but it is only as good as the traffic that lands there and the conversion tools they offer there to turn website visits into showroom visits," said Howe. "After all, that's really what it's about."
Investors and other
interested parties can receive
Autobytel Inc.Media Relations: Jennifer Lange949-460-3408 firstname.lastname@example.org or Autobytel Inc.Investor Relations Kimberly BorenEVP, Chief Financial Officer 949-862-1396 email@example.com or Cody Slachor Sean Mansouri Liolios Group, Inc.949-574-3860 firstname.lastname@example.org
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