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independent car dealer sites

How Independent Car Dealer Sites Can Improve Conversion Rates

Owning a used car dealership can be a lucrative career choice, especially if you have a knack for sales and customer service. However, it doesn’t matter how good your inventory is, how low your prices are, or how good of a salesman you are if you don’t know how to market your dealership.

In the modern business world, that means understanding the importance of your online presence. While technology and digital marketing has long been on the rise, the recent health pandemic has pushed us even further into online sales and marketing.

Independent car dealer sites are a must as consumers are becoming more and more accustomed to online shopping. The only question is, how do you maximize your online conversion rates?

Keep reading for everything you need to know for the best website conversions.

1. Optimize Your Website for the User

First, as with any industry, you need to think about the customer. In this case, you need to think about their experience using your website. Let’s start with your automotive website design.

Does your website accurately represent your company, your message, and your inventory? Does it speak to your target market and encourage them to shop through your inventory?

Your website must also be optimized for mobile devices, as most people use their smartphones for online shopping. If your website isn’t optimized for mobile devices, users will experience slow loading times and improperly formatted pages. Your site will be difficult to navigate and you may lose out on potential sales.

2. Maximize Your Local SEO

Now we need to talk about how to get consumers to your dealership website. The majority of your customers will be locally-based, which means you need to focus on local search engine optimization.

SEO is the algorithm used by search engines like Google to find relevant content based on a user’s keyword search. Local SEO is vital for directing online traffic to your website. 

Perfecting your local SEO will help ensure you’re getting quality traffic to your website, which will help with conversion rate optimization (CRO). For example, you don’t need website traffic from people halfway around the world who are unlikely to become customers.

3. Provide Valuable Content on Your Blog

Another way to improve CRO on independent car dealer sites is by creating a blog that caters to your audience. Because of our constant access to the internet, the modern consumer is well-informed. Nearly 88% of consumers research products and services online before they invest in a company.

To capitalize on consumers’ thirst for information, publish informative, engaging, and helpful articles on your website. Provide content that customers in your industry want to see, such as:

  • Tips for buying used cars
  • Tips on obtaining used car loans
  • Advice on finding the best dealerships
  • How to determine the best car for their needs
  • How to sell or trade-in their current car
  • How to save up for a downpayment
  • And so on

Adding relevant content serves two primary purposes. First, it helps build upon your SEO strategy. Secondly, it helps you connect to consumers on a deeper level, building credibility in your brand.

4. Create Landing Pages and Sales Funnels

Another important CRO strategy uses landing pages to help push website visitors in the right direction. Landing pages can be pop-up ads that automatically come up or specific website pages users are lead to after clicking on a link.

The goal of a landing page is to present a poignant marketing message, a powerful incentive, and a clear call to action. For example, a landing page pop-up may offer website visitors a significant discount if they sign up for your email list. It may also provide them with a limited-time code to use to get certain fees waived.

The idea is to lead customers down a sales funnel. A sales funnel represents the customer journey, which is as follows:

  • Awareness
  • Interest
  • Consideration
  • Intent
  • Evaluation 
  • Purchase

The more effective your sales funnel, the higher your conversion rate.

5. Provide High-Quality Pictures and Videos of Your Inventory

When thinking about CRO on independent car dealer sites, think about yourself as the customer. When you’re shopping online for something important, how do you feel if there’s only a single image of the product that’s piqued your interest? What if that image is dark and blurry?

A low-quality image can completely undercut the value, credibility, and intrigue of a product. As a used car dealership, it’s vital that you provide quality pictures and even videos of the cars in your inventory on your dealership website. 

You need to entice buyers to take the next step toward becoming a customer. This is especially important if you offer online buying options.

6. Encourage Website Visitors to Subscribe to Your Email List

Most customers won’t buy anything the first time they see it. They’ll shop around, look at various options, and take their time. It’s only natural (and quite important when making big purchases).

For independent car dealer sites to improve their conversion rates, they have to find ways to bring shoppers back to their website. We recommend using email lists to remind people of your dealership and offer powerful incentives.

You can encourage website visitors to subscribe to your email by offering exclusive discounts and promotional options. Once they’ve subscribed, be sure to keep them engaged with informative content and plenty of incentives.

7. Look Into Paid Advertising Services 

Finally, although we all wish we could do everything in life for free, it may be wise to invest in paid advertising services. As noted above, most people won’t buy a car the first time they see it.

You may want to look into retargeting ads. Retargeting ads use cookies to follow people around on other sites and present them with ads for your dealership based on what they were looking at on your website.

You can also invest in pay per click advertising which allows you to post an ad on a host website. In return, you pay the host for every click your ad receives. 

Want More Tips and Tricks for Independent Car Dealer Sites?

If you’re looking for the best CRO strategies for independent car dealer sites, we can help in more ways than one. First, be sure to check out some of our other informative articles for more advice on marketing your dealership. 

Second, if you need a more hands-on approach, we specialize in helping independent car dealership owners like you make more money through digital marketing. Contact us today to learn more about what we can do for you.