IS20G13 - Amplifying the Consumer Experience to Increase Conversion - Jason Wofford
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IS20G13 - Amplifying the Consumer Experience to Increase Conversion - Jason Wofford
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IS20G13 - Amplifying the Consumer Experience to Increase Conversion - Jason Wofford
- 1. Amplifying the Consumer Experience to Increase Conversion Jason Wofford Digital Marketing Sales Manager / AutoWeb Jason.Wofford@AutoWeb.com
- 3. THE VEHICLE SHOPPING JOURNEY PROVIDES KEY INSIGHTS
- 4. WHILE DEALER TRUST IS CRITICAL TO INTERACTIONS
- 5. AND SPECIFIC CONCERNS EXIST WITH THE SHOPPING PROCESS
- 6. WHICH DRIVES CONSUMERS TO TRIANGULATE INFORMATION ACROSS THIRD PARTY & DEALER WEBSITES…
- 7. LOOKING FOR KEY PIECES OF INFORMATION BEFORE CONNECTING
- 8. SO WHAT DOES ALL OF THIS MEAN? ● Are our processes aligned with the consumer’s shopping journey? ● What can we do to stand out from our competitors and earn the consumer’s business? ● Are we selecting vendor partners that are aligned with our strategy?
- 9. Response Time Is Critical ● What is your current response time? ○ When you contact a customer within 10 minutes: ■ 7x more likely to engage the customer ■ 3x more likely for the customer to visit the dealership ■ Only 37% of dealers get this done! (National average is close to 3hr, 8min) WE HAVE AN OPPORTUNITY TO AMPLIFY CONVERSION
- 10. Responding With Helpful Content Improves Success ● When you respond to consumers, what are you saying? ○ Give options! ■ For new car lead submissions, are you including used options as well? ■ Over 40% of new car shoppers would consider a used vehicle ■ 84% of consumers don’t purchase due to wrong vehicle* WE HAVE AN OPPORTUNITY TO AMPLIFY CONVERSION * According to NADA
- 11. Responding With Helpful Content Improves Success ● When you respond to consumers, what are you saying? ○ They wanted a price…did you give it to them? ○ Did you highlight your “Why Buy From Me?” ■ Dealers spend an immense amount of money investing in their brand. Are you highlighting this in your responses? WE HAVE AN OPPORTUNITY TO AMPLIFY CONVERSION
- 12. ● Shorten the path for consumers to visit your digital experiences ● Provide custom marketing messages to the consumer that are consistent with your vendor partner’s experiences and gives you the ability to track performance WE ALSO HAVE AN OPPORTUNITY TO AMPLIFY CONNECTIONS THE SALES ROAD TO YOUR DEALERSHIP IS… NO LONGER A STRAIGHT PATH
- 13. Integrated sequential marketing opportunities Drive consumers to your experience Mobile enabled & targeted AND TRULY AMPLIFY THE EXPERIENCE
- 14. ● Integrate your marketing messages consistently throughout each digital experience touchpoint regardless of whether it is being delivered by you or a vendor partner ● Provide valuable content in responses to consumers ● Humanize the experience FINAL THOUGHTS…
- 16. ENJOY THIS SESSION? Post about it on Social Media using the hashtag #IS20G! Share some love for your favorite speaker! Amplifying the Consumer Experience to Increase Conversion Jason Wofford Digital Marketing Sales Manager / AutoWeb Jason.Wofford@AutoWeb.com
Notas do Editor
- AutoWeb has been in the business almost 25 years We commissioned this research with a well known research company, Magid, to help with our matchmaking process The research shows 25% of purchasers were hit with fees that weren’t made transparent until late in the process Dealers that work to build consumer’s trust by being transparent Amplify conversion
- There is a big gap between purchasers and future intenders It’s fascinating that what they think will happen and what actually happens as they go through the shopping process is different It shows we have a huge opportunity to impact
- When comparing online search sites and dealer websites there is an opportunity to Amplify the message by tying online search sites to the dealer sites. It’s a handoff from the consumer’s search to the dealer’s site Leverage the online search site’s trust and mirror the messages on your site to help build trust and keep continuity The online search sites are qualifying consumers and connecting them with dealers
- All important concerns the consumer has Ensure you are asking them questions
- Are you working with partners who Allow you to do business the way you want Allow you to differentiate yourself from your competitors
- 2 key things Trust & Respect This is the 2nd largest purchase the consumer will make Ever watched the show The Voice? Have you ever noticed how good the contestant feels about the first chair that turned around? Imagine this the next time you get a “lead” Respond quickly and respect their time.
- Remember at the beginning we talked about the 25% of consumers who felt there wasn’t transparency in the process regarding fees and questions? What can you do to ease that frustration?
- Most consumers enter & exit the shopping process every 5-6 years There is an immense fear and lack of trust in the process Answer their questions.
- Gain a better understanding of each vendor partner’s customer experience You can group them by shopping process and align your messages to match that process to Amplify conversion The more you know about what they’ve seen & where they are coming from, the better you can align your approach to match it This helps build trust and increases conversion
- Amplifying the experience Make sure it’s mobile enabled A good omnichannel experience is critical and allows for a positive transition…just like a handshake
- We have more data & insights than ever before Ensure you are leveraging the data to help evolve your processes This all ties back to research Questions need to be answered right to set yourself apart Remember they are only entering this process every 5-6 years – HELP THEM!