What the Future of Car Buying Means to Automotive Dealership Marketing
92% of car buyers research online before they buy, according to Think with Google. This means that merchandising, website experience, and content for automotive websites have to be comprehensive so shoppers can purchase vehicles online, complete applications, place down payment deposits, and gain holistic views of desired vehicles. More, automotive dealerships need to gather more and analyze website data more meticulously to find opportunities to improve conversions such as test drive requests or credit applications.
To help automotive dealerships leverage the current and future car shopping trends, we have come up with three marketing tactics you should use:
1. 360 Videos
“64% of shoppers who watch online videos to inform their purchase say new formats like 360° video would convince them to buy a car without a test drive. In the past two years, watch time of test drive videos on YouTube has grown by more than 65%, marking a trend in online video consumption similar to the surge in electronics reviews and unboxing videos a few years ago”, based on market research performed by Google.
Dealerships should use this opportunity to produce 360° videos or photos of their showrooms, new or used vehicles, or service facilities so car buyers can view your 360° Facebook or YouTube videos or photos when they are searching for automotive-related content online. Producing this kind of content will help increase your prospects’ decision-making process since a majority of shoppers say new formats such as 360° video would convince them to buy a vehicle without a test drive.
Honda for example, created a 360° YouTube video for the Honda Civic 5 door so shoppers can experience the Honda Civic at the comfort of their own home or where ever prefer.
2. Advance Google Tag Manager Event Tracking
With more car buyers performing most of the car shopping research online, there is more website data that automotive dealerships can and should track. For example, dealers can track the number of shoppers who have entered information in a contact form but do not complete and submit the form. Dealers can also track the number of shoppers who have viewed a high-value section on a webpage and do not take an action on the website. For example, a dealer can track the number of users who have viewed the vehicle description on a vehicle detail page but do not submit an inquiry. All this information helps you improve the quality of your website content or website traffic via paid campaigns so you can improve the chances of website traffic taking desirable actions on your website.
3. Advance Optimize User Flow Using Google Analytics User Flow Feature
By using Google Analytics’ user flow feature, you can find out the different journeys users take on your website based on select segmentations.
For example, you can use the organic traffic segmentation to specifically analyze organic traffic on your website and observe their user flows on your website such as which pages they land on, which pages have the most drop-offs, and which pages have the most or fewest views. Analyzing the user flow helps you gain insights on areas where you can optimize. For example, you may determine that 60% of your website visitors who land on your homepage do not go to a vehicle page. This information helps you assess if you need to create a prominent call-to-action on your homepage to drive users to vehicle pages or if you need to better the navigation elements to make navigation more user-friendly.
Automotive is a dynamic field and it will continue to be rapidly changing as new technologies and shopping behaviours emerge.
If you are interested in our website or digital marketing services for automotive or if you are interested in learning more about our services in general, please feel free to submit a contact form below.