Take a look around you right now. Do most people have a smart device in their hand? Notice how fast everyone's thumbs are swiping up and down, left and right. Imagine they were shopping for a vehicle and swiped right past one of your units. My point is we need to meet our potential clients where they are, not where we want them to be. We live in an era of instant gratification, and most people are looking for that feeling on their cell phones.
Here is my challenge for everyone this week:
1. Gather Information: Find the IT person who has access to your G.A. (Google Analytics). This will give you insight into your Google searches and interactions with your shoppers. Next, contact all of your 3rd party reps and ask them to provide you with the % of shoppers who have interacted with your inventory on a cell phone over the past 30 days. You will be surprised by the number.
2. Look at your online presence from the shopper's point of view: Use your cell phone to search through your inventory on your website and third-party sites. Are you compelled to click on any of your units based on the first picture you see? Now, while still using your cell phone, let's click on one of your units. How many exterior photos do you have to swipe through before you see a standout attribute or even the seat fabric or color?
3. Read your descriptions: Do your descriptions tell the same story as your photos and photo order? Do your descriptions include sellable features of the car that shoppers are looking for? While following these steps, keep in mind the attention span of the modern shopper. If you do not have compelling photos and descriptions right at the top, shoppers may lose interest.
In today's world, we only have a split second to catch a buyer's attention, and through these best practices, we will keep the buyer's attention on YOUR inventory. As dealers, keep in mind that a unit with the correct number of photos in the right order, a description complementing the pictures, and being priced appropriately will have much more attention than the opposite. A process change will cost you nothing; not noticing you may need a process change is costing you growth.
-Mike Clites
Performance Engineer