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Many elements come into play in automotive website design. All of these have the end goal of engaging visitors and converting them to buyers.
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May 19, 2017 Figuring Out the Most Effective Automotive Website Design to Drive Business Forward Image 1Using Automotive Website Design to Your Car Dealership’s Advantage Today’s car shoppers can be discerning and particular as most of them tend to do extensive research online. Your car dealership can put its best foot forward through an effective and relevant website. Potential clients have a need to get to know the dealers they want to buy from, and these first impressions can greatly influence their decision. Demographics and Car Buying Habits In 2015, the International Journal of Management and Marketing Research published a study that examined personalities of car shoppers and what influences them when buying a vehicle. In general, customers who are married, have children, have high educational achievement, or have high income P a g e 1 | 3
are more likely to buy a vehicle model that is the same as their previous rides. People with conscientious attitudes, when they’re satisfied with their own cars, tend to recommend the same vehicle models to friends and family. These findings are significant in the eyes of car dealerships and sales personnel. By understanding the behavior of car shoppers, dealers can then improve on their services and drive their sales campaigns toward satisfying clients coming from all your target demographic. How to Apply This Statistics to Web Design Automotive website design should take into account the perceptions and behaviors of car shoppers. Many are likely to develop an affinity or loyalty to a brand and a dealership if they’ve had positive experiences in the past with their transactions. This trust in a car maker and auto dealership increases their likelihood to recommend the vehicle to other people in their social circles. As such, dealership websites should be presented in a clean, concise, and easy-to-understand manner. All the information such as price, vehicle specs, and other buyer benefits must be complete. If any information needs further explanation, there should be a convenient channel for website visitors to contact your office. JD Power reports that when car buyers are satisfied with the information presented on a dealer’s or maker’s website, their perceptions of that brand can change and greatly influence their decision to lock in that purchase. Do’s and Don’t’s Engagement is vital in creating a positive website experience. If a visitor gets bored within the first few minutes of navigating your dealership site, then they are likely to exit and do research about a car somewhere else. It helps if your site has a quick loading time, with fewer pop-ups or disturbing ads. Even better, set up a mobile-friendly format for your dealership website, so just about anybody who’s on the go can do a quick browse whenever they want to. If you must gather demographic data, names, email addresses, and phone numbers from your visitors via an online form, make sure you have the right security software to account for the data inputted. Many online shoppers veer away from a website when they feel that the personal info they are providing are not secured enough. P a g e 2 | 3
To make these aspects more manageable for your dealership, you can always consult with web design experts and let them take the wheel. Let them know how you want your business to stand out, and they can craft a site that will surely engage your potential clients and make them loyal to your brand. About DealerRank: Even if you’re not adept at web design, you can still create an online identity that will engage customers and entice them to come to your auto dealership. Our professional services are geared toward achieving your business goals. Leave the planning to DealerRank, and you can focus on making those sales. Sources: Usage of Shopping Tools on Auto Manufacturer Websites Boosts Consumer Satisfaction, JDPower.com The Relationship between Personality and Consumer Behavior Buying Patterns within the Automobile Industry, Papers.SSRN.com 2016 Automotive Mobile Site Study: More Automakers Switch to Mobile Responsive Sites; Results Mixed, JDPower.com P a g e 3 | 3
