Did you know that 95% of the average dealership’s site visitors will defect from the site due to lack of engagement, meaningful information and relevant offers.
Why is that happening? Because that traffic is invisible to the dealer – nameless, faceless, and unmarketable.
Meanwhile, consumers are quickly replacing physical showroom visits with online research: 4 in 5 people are now using the Internet to shop for vehicles, and, according to research1, these customers are starting to skip showroom visits altogether.
What does this mean? It means websites need to engage better than ever.
One way dealers have been approaching this is by adopting online chat platforms that they hope will turn their static, non-interactive website into a conversation-packed arena for engaging and converting the bottom-of-the-funnel shoppers that have reached their site. But in many cases, where dealerships have been using first-generation chat solutions, it has not been working.
Why? Because first generation chat products are passive and talk AT customers, not WITH them: they are essentially chatting without benefit of a ‘brain,’ i.e. knowledge of what that customer (that invisible 95%) has been doing, and what that customer actually is interested in: A specific vehicle in the dealer’s inventory? An oil change? Is that customer a first time visitor or a repeat visitor who has looked at the same model more than once? Is there inventory the dealership needs to move that might capture that customer’s attention?
A recent study we conducted among dealerships proves that incorporating ‘smart’ chat backed by super-advanced, intuitive behavioral website analytics can have a huge impact on conversion because, suddenly, the website knows what each site visitor is doing, from the exact vehicles they are looking at, to how many times they have visited the site, to how long they are spending on each page.
The results from real-world dealers whose websites know how to chat smart? Over 73% chat-to-lead conversion!
So, what is the lesson here for dealers? Your website is not just your digital front door, it is your key to getting to know your customers before they enter your showroom. Which is what I am going to focus on in my presentation. I will take the learnings from our study conducted among Toyota, Lexus and Scion dealers (whose conversion skyrocketed), to show you how your website can – and should – act on the trail of behavioral clues each visitor leaves on the dealership site to inform (and CONVERT!) not only chat, but also phone interactions and offers – and more.
From learning to how you can identify, target, and market to EVERY website visitor – to understanding the power of matching (then moving) inventory to align with web visitor preferences – you will walk away from this presentation ready to chat smart and convert higher.
Don’t miss this session and 100+ sessions, workshops and case studies at the 18th Digital Dealer Conference & Exposition from April 21-23 in Tampa, FL!