Dealership Websites That Engage vs. “Trap’ Can Double Closing Rates

Perq.com

Car buyers actually want to engage on dealer websites because that’s where the transaction gets complicated, and its where they have the questions that will actually matter to the sale.

New research on active online car shoppers offers compelling evidence that dealers should focus on engaging and guiding consumers, rather than seeking to drive them into a lead funnel trap. The insights are part of a new book, just released by PERQ, and are a clear sign that today’s car buyers expect a guided sales experience where they need it most: at the dealership website.

Research revealed in the book, “Engage: No More Lead Traps! How to Improve the Online Experience to Increase Sales,” found that when a shopper goes through multiple interactive online experiences, he/she is three times as likely to purchase as someone who fills out just one static lead form. What’s more, those one-and-done static form users exit the dealer website as rapidly as 40 seconds after completing the form.

“Dealership websites should not be simple lead traps,” said Scott Hill, executive chairman and co-founder of PERQ, who co-authored the book. “And if your website is built that way, you’re losing out. Car buyers actually want to engage on dealer websites because that’s where the transaction gets complicated, and its where they have the questions that will actually matter to the sale. And they want answers to their questions without being forced to speak to a salesperson.”

Hill equates fulfilling this consumer need to what a dealer salesperson does at the showroom: provide engagement and expertise within a guided experience. The book research supports this theory, proving that engagement and personalization improve close…

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