Turning Visitors into Buyers: Make It Easy
The internet has changed everybody, including tire kickers. Tens of millions of people are researching their purchases online before they buy, and that certainly includes car buyers. So how are you supposed to turn these lookers into buyers? How do you convert mildly interested people into enthusiastic customers? Here are some ways to convert search traffic into real life buyers.
Make it easy for buyers to contact you.
Put your phone number — or one of your phone numbers — on every single page of your website. Eliminate any possible reason for customers to leave your website or your page. The internet may be taking over the world, but a large volume of people still want to pick up the phone and call. Make it easy for them.
Make it easy for you to contact your buyers.
The easiest way for you to get into direct contact with your website visitors is email, so find a way to get their email addresses. The best way to do this is to create some kind of good reason or incentive for them to give up their address — give a bonus or promise updates on your specials and sales. Then follow up and send them something right away.
Make it easy for buyers to find you.
Just because you know where your dealership is doesn’t mean anybody else does. Let’s face it, if your customers drove by your dealership on their way to work every day they probably would’ve stopped by instead of checking you out online. Put a map in your sidebar or put directions on a prominent page on your site.
Remember, people’s thoughts follow established neural pathways. If they start their relationship with your dealership thinking it’s an easy and pleasant experience, then that impression will remain throughout your relationship. Help by planting the easy seeds at the beginning and reap the rewards now and in the future.
