Couch Coma Kryptonite: A Commanding Dealer Website

Online Marketing

By Jade Makana

What is couch coma’s kryp­tonite? A strong and com­mand­ing com­pet­i­tive mes­sage. You have to stop con­sumers in their tracks with an irre­sistible deal­er web­site that makes them want to stop their brows­ing and run down to buy from your deal­er­ship.

A dif­fer­en­ti­at­ed site takes work, but it’s worth it. Addi­tion­al data demon­strates that today’s car-shop­pers are easy pick­ings for the dif­fer­en­ti­at­ed deal­er. Our new eBook found that 60% of con­sumers haven’t select­ed a make and mod­el, and 64% of shop­pers vis­it­ing your deal­er web­site will pur­chase with­in 60 days.

Trans­la­tion: these shop­pers are in-mar­ket, unde­cid­ed, and look­ing for some­thing that’s going to catch their eye and put their mind­less web surf­ing to rest. All you have to do is be the deal­er that stands out from the pack.

That said, there is a right way and a wrong way to dif­fer­en­ti­ate. Dif­fer­en­ti­at­ing your web­site does not mean adding flam­ing rock­ets to the home page, or adding your favorite song to a Flash intro.  Even shar­ing bio­graph­i­cal facts about your­self, such as the fact that you are a third-gen­er­a­tion deal­er, is not as impact­ful as dif­fer­en­ti­at­ing your­self through your key val­ue propo­si­tions i.e: largest inven­to­ry selec­tion in your area, award-win­ning cus­tomer ser­vice, com­pet­i­tive pric­ing. Don’t make it about you; make it about the con­sumer.

How to Dif­fer­en­ti­ate your Deal­er­ship Web­site

• Full-web­site SEO. Think beyond the home­page. Opti­mize for non-brand­ed terms like parts and ser­vices to ensure you are show­ing up in every search. If con­sumers are shop­ping eight web­sites, you want to be one of them!

• Flex­i­ble Mod­ern Design. Don’t set­tle for a cook­ie-cut­ter web­site. With con­sumers shop­ping so many deal­er web­sites, an eye-catch­ing design, com­pelling con­tent, and gad­get-com­pat­i­bil­i­ty is a must.

• Retar­get­ing. As car-shop­pers leave your site and go on to check out oth­er deal­er web­sites, stay top-of-mind with retar­get­ing ads that entice them to return.

To find out more about real car-shop­per behav­ior and how to dif­fer­en­ti­ate your deal­er web­site,  “The Guide to the Mod­ern Car-Shop­per: Con­nect­ing the Dots from Their Screens to Your Lots.”

Jade Makana is the Senior Social Media Ana­lyst at ADP Dig­i­tal Mar­ket­ing and can be reached through the .

 

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