How to compete effectively on the Internet is an issue that more and more dealerships are facing every day. Whether your dealership has had a web site for years or you're just starting to consider going online, it's important to realize that simply having a web site is no longer enough. As online competition gets more sophisticated, dealerships need to become more focused on creating an effective web site that will capture Internet shoppers' interest and convince them to stay on the site to do business.
What sells cars on the Internet? The key to automotive Internet success is providing the convenient, high-quality service that Internet-savvy customers expect. Online shoppers are looking for quick, practical information they can use to help them decide which vehicle they want to buy. One of the best ways you can give consumers this information is to provide them with up-to-date online inventory that is searchable by specific criteria such as model, price, mileage, etc.
Both new and used vehicle inventory are among the most popular items on automotive web sites. In a recent survey of online automotive consumers, more than 48% rated new online inventory as one of the most important features they look for when they visit a site, and 42% rated used vehicle inventory listings as a top feature. When you consider that more than two million consumers used the Internet when making a decision about buying a car in 1998 and that the number will increase to eight million by 2003, that's an impressive number of potential leads.
It's not difficult to put your inventory on your web site, but it is important to make sure that it is consistently updated once you've done so. If you don't have what customers are looking for on their first try, you want to encourage them to check back often for fresh updates.
Online inventory also addresses another vital part of Internet success: interactivity. A web site that does not encourage customer interaction and communication can lose shoppers within a click or two. But if you offer consumers the opportunity to search for specific vehicles and get instant information, you can turn a visit into a serious shopping trip. Open the door to communication with an email form that lets an interested shopper ask you about a vehicle, and you've generated a high-quality lead from a customer who may be ready to buy.
The final step toward success with your online inventory is to make sure as many people access it as possible. The most effective way to do this is to advertise on high-traffic Internet sites and classifieds services. The more sources you have for referral traffic, the more leads get funneled to your web site.
As with any part of your marketing plan, you want to get the highest return on your Internet advertising dollar. Create a web site that anticipates the needs of your online customers and gives them the information they need to buy a vehicle from your dealership, and you'll see the results in the bottom line.
John Holt, co-CEO of the Cobalt Group is the nation's largest provider of Internet marketing solutions to automotive dealerships, currently serving more than 6,500 dealers nationwide.