2,100 viewsPurchasing behaviour is changing and many consumers are now going online to make everyday purchases. Previously, many people had never considered buying a vehicle online, but an increasing number of potential buyers are visiting virtual showrooms and taking the plunge. Having a site that meets buyers’ expectations has become essential for your business. But what exactly do customers expect? What are the 4 key factors that influence online purchasing decisions? Read on to find out.
Key Factor #1: Customers Want to Be Able to Trust You
Be Transparent
If the price of your vehicles varies depending on the media used (online ads, radio promos, manufacturer’s discount, non-dynamic price display, dealership discounts, etc.) your customers’ trust in you diminishes. However, without suitable technology, it is not always easy to display a price synchronized with various online and dealership promotions. Transparency is an important factor for visitors to your website. Using tools connected to your new vehicle inventory and OEM rebates allows you to display updated prices in real time and maintain your potential buyers’ trust online.
Likewise, your visitors will appreciate that your online used car trade-in value estimator is connected to the Canadian Black Book. Although trade-in value is validated at dealerships during the purchasing process, this evaluation needs to be as accurate as possible, since it often influences the buyer’s purchasing budget for their new vehicle.
Share Customer Reviews
Customer reviews and recommendations on social media is the 21st century version of word of mouth. Today, customer reviews, along with posting photographs on social media at the time of the sale, demonstrates that your business runs smoothly, which is reassuring from the consumer’s point of view. Remember that your customers are your best publicity!
Key Factor #2: Customers Need Details and Realism
In addition to a fair price, the look and style of a vehicle are two very important factors in the decision to buy. Online purchasing requires providing customers with highly sought after options that potential buyers appreciate.
Your website should serve as a real online showroom for your dealership, including:
- A complete and detailed portfolio of each vehicle, from all angles, inside and out.
- An overview of the different trims, models and colours available in Canada.
- Homemade demonstration videos of vehicles in inventory.
- 360° virtual tours.
Use multiple means to illustrate your vehicles and let your visitors get a realistic view of their car, without having to travel.
Discover the power of
Key Factor #3: Customers Expect a Personalized Experience
At dealerships as well as online, the key to a successful customer experience is personalization. While some dealers only offer a simple display of their inventories, others offer 100% personalized online vehicle sales. Thanks to the SHOWROOM 360-V2 tool, visitors to your website can visualize the car of their dreams, and can select their model, configurations, F & I, and integrate the trade-in value of their vehicle, choice of installments, request for credit, etc. These selections can be done completely independently or assisted remotely by an advisor.
A custom-made shopping journey encourages a good number of online visitors to complete their purchase online. Then, it’s as easy as having their car delivered or collecting it at the dealership. What do consumers value most? Having choices and being in control!
Key Factor #4: Customers Want Support
In addition to seeking simplicity when surfing your dealership website, visitors appreciate being able to communicate easily with your teams. Even if buyers are alone behind their screens, it is important to support them in their purchasing decisions, regardless of whether the sale is ultimately made online or at the dealership.
Offer customers a wealth of resources, support, and give them the information needed to make the right choice: an online chat tool, blog articles offering advice and tips to buyers, model comparisons … The important thing is to show that you are involved with your potential customers, even from a distance.
These 4 key factors working in synergy influence your online customers’ purchasing decisions even more.
If you want to set up a website that really converts your leads into vehicle sales, you must provide potential buyers with the tools to attract and capture sales.
What is the best way to do this?
By installing interconnected 360.Agency products!
These 4 key factors working in synergy influence your online customers’ purchasing decisions even more.
If you want to set up a website that really converts your leads into vehicle sales, you must provide potential buyers with the tools to attract and capture sales.
What is the best way to do this?
By installing interconnected 360.Agency products!
More data and pieces of advice on COVID-19:
