86% of consumers are more likely to purchase a vehicle from a dealership website offering personalized experiences.
Here are three strategies to enhance personalization on your website, ensuring customer engagement and boosting lead conversion.
1. Personalize their vehicle search
When a car buyer starts their journey online, they’re looking for the same things they want at the dealership: information about vehicles, pricing, payments, trade-ins and vehicle protection. They want a fast, convenient shopping experience and reliable numbers that remain the same across the deal. Once they’ve told you what they’re interested in, they expect you to proceed from there without making them repeat themselves – and they look to you for additional suggestions related to their initial choices.
Make sure your dealership website provides that type of personalized experience for any purchase path, including as many online steps as the customer prefers.
2. Personalize their purchase terms
Most customers begin by searching for the vehicle they have in mind, then adding more vehicles for comparison and exploring the pricing that fits their budget. Providing vehicle comparison tools allows customers to search your inventory by make and model, zip code and other filters.
Shoppers can go on to request more information, add a trade-in and find out its value, apply for credit, track vehicle prices, and save their choices to come back later.
Every piece of data collected from their journey serves as a buying signal, helping your website personalize the buyer’s next steps as they build an offer, negotiate deal terms, and arrive at an acceptable payment.
3. Personalize their deal terms
Using an intuitive progress tracker guides shoppers through each step: through each step: customizing their payment, checking for incentives, valuing their trade-in vehicle, choosing aftermarket protection coverages, applying for financing and exploring additional finance options. They can even submit their offer online, schedule a test drive or delivery, and upload documents to support their credit application.
Whether a shopper chooses to complete their deal online or in-store, personalization helps them stay engaged by building on their choices along the journey and making their online time frictionless and productive.
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Find out how your website can deliver personalized experiences for your customers. https://www.dealer.com/drive-more-leads/
Source: Epsilon® 2018 Report: “The power of me: The impact of personalization on marketing performance.”