If someone tells you that everyone on your website should go through a full digital retailing or appraisal process, smack ‘em. Most people that visit your website, like 90-95%, are not ready to buy a car. But many times the user experience on the website is the exact opposite. Why? And what can we do about it?
The Wrong Funnel
Dealership websites routinely force early stage browsers into the wrong buying journey or process. Dealers, this ain’t your fault, though we all share some in the responsibility of how we got here.
Can’t visit a showroom because of a pandemic? Shazam. The adoption of digital retailing skyrockets.
OEM wants in on the action? Blammo. Mandated digital retailing tools.
When the person just starting their research process that wants quick info on their trade-in or estimated payment gets jammed into a full-blown appraisal process or financing application before they even know what hits them, what happens? They eject, they bounce, and they’re likely not coming back.
Follow The Data, Not a Vendor or a Hunch
What to do? Don’t believe me, your OEM, or any other vendor for that matter. Look at your data. If your form completion rates on digital retailing and online appraisal tools is north of 50% and you’re swimming in leads and used car sourcing opportunities, I’m sorry to have wasted your time.
On the flip side, what we typically see is that the full blown digital retailing & online appraisal process takes so long, form completion rates are in the 10-20% range. If 100 people start the process, you get 10-20 leads vs 50 to 60. That’s a lot of missed opportunities.
Coexisting For The Best Customer Experience
Should you scrap your digital retailing tools and appraisal solutions? Of course not. Keep them, but all of us vendors and tools can peacefully and harmoniously coexist with each other, and look great when done right.
When we co-exist, the early stage buyers get what they want, quickly, and you get a ton of new business. The late stage buyers get what they want, and with detailed information, and you get a super lead.
