You could spend thousands on clever marketing tactics, driving the right customers to your automotive website. But if your website isn’t set up to convert, to nurture them towards making that all-important purchase, then you could be wasting your time (and money).
Our experienced automotive marketing team share some time-tested ways to get the most out of your website and drive more sales.
7 conversion rate tips for automotive websites
With Google citing that 95% of all car sales start online, it’s clear that your website is a crucial part of your sales funnel. Here are some clever ways you can increase enquiries and ultimately sales from your auto website.
1. Add clear trust signals
When we look to buy a new product or service from a company we’ve never dealt with, one of the first things we want to know is; have others had a good experience before? Are they a trusted company? One of the quickest ways to answer this question is through reviews.
Of course, anyone can add a testimonial quote to a page, but many consumers are becoming distrustful of these and look to third party review sites to get a better understanding of a company. To make the most impact, build up your reviews on 3rd party review platforms like Trustpilot and Google My Business, then add your overall rating and reviews into the product pages to build trust with your potential customer.
Many consumers also look to softer trust signals like social media, to see how popular your company is and look for any signs of negative feedback. Make sure your social media links are easy to find on your website and that you invest in building your audience on relevant social platforms.
2. Create buyer urgency
One way to increase the likelihood of your website visitors getting in touch, is to use clever buyer urgency tactics.
For example, a potential customer may be deliberating on whether to go for a new deal. By showing them that this is a limited time offer, even adding a live countdown feature highlighting when the offer will end, will create the fear of missing out and help nurture them into making an enquiry.
Another method is to show many people have viewed a specific car or deal, to further add buyer urgency so they feel compelled to make a purchase before they lose out. An example might be a notification on a product page that says ‘This car has been viewed 600 times today’.
3. Make it easy with enquiry prompts
An effective way to help your website visitors make contact with your business is by using enquiry prompts. This could be in the form of a simple request a callback pop up, which appears when the user has been on the site for longer than 1 minute. This makes it as easy as possible for them to leave their details and gives you a better opportunity to capture their information before they leave the site.
4. Customise their experience
Think about a potential customer who’s been on your website previously, but who’s only ever looked at the latest Suzuki deals. To give them a better experience, the next time they visit your site you may want to show them the latest Suzuki deals or a selection of similar models from the moment they land on the website, through personalised banners.
This type of personalisation makes it easier for the visitor to find what they want and more likely that they’ll enquire about a purchase.
5. Always make your unique selling points visible
Your top unique selling points should always be visible to the user, no matter what website page they’re on. This can be achieved by adding a simple unique selling point banner below the main menu navigation. Maybe it's your industry accreditations, your number of happy customers or even industry awards. Or maybe it’s the fact you can still offer viewings during the Covid restrictions.
Your points should be easy to showcase and impactful to the user’s buying decision.
6. Show them what happens next
If a potential customer is thinking about making an enquiry, you should make it clear to them what the process is and what they can expect to happen. No one likes leaving their personal details without any understanding of what they will be used for, or when they’ll expect a response.
Give them peace of mind by making it clear to them exactly how you will use their data and how long it will take for your team to get back to them.
7. Use your search data
If you have a search bar on your website (which ideally you should as an automotive business!) then analyse your data to understand what the top searched for pages are.
This may highlight any pages that users may be struggling to find and therefore any that may need a more prominent position either on your top pages or within the menu navigation.
We hope you found these recommendations useful. Learn more about how we help automotive businesses with their website optimisation.