As dealers look toward President’s Day to reinvigorate sales, introduce new inventory, and finally move older stock, you need to find a way to get your deals in front of the right audience. Between discounts, financing options, leasing options, and deals on parts and service (especially winter tire removal), you’ve got a lot on offer, and it can be overwhelming to advertise it all on your website. A website may seem like it has infinite space, but generally visitors won’t delve that deeply unless you have already hooked them.
One solution to your space crunch is the Publisher offered by live chat company Gubagoo, an additional layer of conversion that comes with their live chat service and another great way to customize your website to turn visitors into leads and sales. The Publisher uses a smart tracking algorithm to determine which of your promotions fits the unique visitor’s clicking behavior, i.e., the Publisher from Gubagoo knows whether a visitor is interested in buying, leasing, trading in, or service, and shows the appropriate promotion.
The average website visitor will only stay on for less than a minute; if they find what they’re looking for, they may stay on longer than 4 minutes, and in that time, you need to grab their attention. You can quickly lose a visitor’s attention if you overload them with information, and a confused visitor, unable to make an informed purchasing decision, won’t want to buy. Your website should give visitors the freedom to browse through your inventory without being bombarded by promotions, but still offer the kinds of deals that are most likely to have them engage in live chat, call the dealership, or visit on foot.
While visits to dealerships are at a record low, with the average consumer visiting no more than two before they make a purchase, President’s Day is often a holiday when buyers relish the opportunity to get out of the house. After a long winter shut up indoors and shopping (or researching) online, wondering what to do with Christmas bonuses, many consumers are ready to get out and visit stores and dealers. It’s one of the reasons President’s Day has typically focused on big ticket items like mattresses, furniture, appliances, and of course, cars, as consumers are less likely to buy these sight unseen.
Tools like smart promotions publishers from Gubagoo should not just convert leads, they should also be smarter about the conversion process and draw on information gathered across a visitor’s history on the site. Website visitors typically do not give up their contact information or make a purchase on their first visit to a site, especially true of major or complex sales such as cars. However, at least one study has shown that at least 70 percent of your visitors are planning to make a purchase, either from your dealership or your competitors. If you have the technology to capture this valuable information, repeat visits help your ability to persuade visitors with targeted promotions and capture lead information.