Dealer Insight Dispatch: 2021 Website Strategy

Abnormal supply chain backlogs and tight inventories continue to impact dealership operations nationwide. A few quick and simple updates to your website management strategy will help you meet today’s unique challenges.

Your dealership website is your always-on 24/7 storefront for buyers—use it to compete! Prepare your online showroom to increase consumer engagement. Automatically guide customers deeper into the car buying process on your website with:

  • Optimized Advertising
  • Optimized Self-Service Options
  • Optimized Trade-In Outreach

Auto dealership technology

Advertising
Now is not the time to cut back. Ultra competitive markets demand advertising with strong creative to capture customer interest. Customize attractive visuals to meet current conditions and make sure the vehicles you’re highlighting match what you have on your lot: Focus advertising dollars on vehicles in stock and in transit — you’ll be better positioned to move inventory and exceed buyer expectations.

70% of your marketing spend is actual for those that transact 90 to 120 days from today,
which is exactly when the tide should turn

Self-Service
92% of car buyers begin their purchase journey online — supplying self-service functionality on your website is key in converting browsers to buyers. Research shows that 83% of consumers want to do one or more steps of the purchase process online, and 7 out of 10 buyers say they are more likely to buy from a dealership if they can start the process online. Uplevel your website’s self-service functions and make sure your website allows customers to self pencil on inventory that is in transit. You should also promote manufacturer relationships and benefits of custom ordering through your dealership for buyers with precision purchase specifications.

Trade-In Outreach
To attract new buyers and sustain inventory flow in these days of tight supply, adjust for market conditions and over-allow on KBB trade-in valuations on your website. And don’t ignore incomplete trade-ins: Customers are often interrupted during digital transactions, but there’s no need to let distractions derail your sale. Make sure to follow up on incomplete trade-ins with an email or text reminder to reignite the purchase process.

AutoFi has developed a handy Incomplete Trade-In template you can use to automate follow up with potential customers. Just Contact your AutoFi Dealer Success Manager and they’ll provide it for you.