Dealership websites have come a long way, yet we cannot forget the fundamental truth — Dealers your website is your showroom, so it must be impressive. Beyond that, with the rise in digital retailing, you no longer compete only against the dealerships in your primary market area. You must create a clean, easy-to-use experience consumers expect from every website, no matter the industry. Learn from the companies who do online retailing right. Even though a majority of car shoppers complete their purchase in store, they are still expecting an online shopping experience that mirrors what they see in retail and hospitality.
The basics are not enough, but they are essential. Make sure your website is clean, professional and simple to navigate. A cumbersome website scares off buyers almost immediately, particularly if images won’t load or errors pop up. It should be responsive as well, so that it displays and functions well on mobile devices. Shoppers always have a smartphone at hand, and increasingly, they’re using them in place of computers to visit your website. It’s not just young shoppers. This is now the norm, not the exception for car shoppers across all demographics.