Dealers spend millions of dollars driving consumers to their websites to ‘capture’ them as leads. But today’s online shoppers are rebelling against obvious “lead traps” disguised as “interactive” assistance, like trade appraisal tools and chat. These shoppers are expert researchers who expect complete control of their shopping experience - and demand an engaging, intuitive experience. Think Amazon, Google and Facebook. All have spent millions training consumers to expect “smart” efficient websites that know who they are and what they like. Major third-party auto brands, like Autotrader, Cars.com and TrueCar, have also kept pace with consumer expectations – but dealer websites have not.
This session is designed to reset the industry’s mindset about how dealer websites can and should interact with customers while offering five implementable practices to curtail “lead trap” addiction and help dealers guide consumers down the funnel and into the showroom.
Primary Learning Objectives:
- Shrug off the online sales tactics – like “lead traps” - that aren’t serving your dealership’s bottom line, and discover the benefits of offering an online experience that replicates your showroom’s sales atmosphere.
- Learn how helping today’s online consumer in their research journey will help your dealership win the customer. Behavioral analysis of thousands of consumers will be used to detail what today’s online, “expert researchers” really want: and that’s an Amazon, Facebook, or Google-like experience to help them on their purchase journey, without roadblocks or lead traps.
- Transform your website into your top performing salesperson! Walk away from this session knowing how to improve online conversions and get real world examples of the benefits – and results – that can be gained by individualizing the customer experience.