91% of service customers defect once they are out of warranty, and those are a dealership’s most profitable customers. What can your dealership do to help retain these valuable customers?
Tire sales can easily distinguish your dealership from its competition and decrease defection, but only if they are promoted and sold differently than how most dealerships currently do it.
Tire sales should start right at the purchase of the vehicle. Have your salespeople inform the customer that your dealership is super competitive on tire prices. Then be sure to engage throughout the life-cycle of the customer with regular promotions via email blasts or text, whichever the customer prefers. By reinforcing that message throughout all of the dealership’s marketing, your customers will be more engaged, and you will be top-of-mind, with a better chance of capturing their business when they are in the market for tires.
The next promotion point is your website. Dealers on their game regularly add prominent tire service specials to their website. However, fusionZONE discovered a big problem – in most cases, those service specials only offer a “click to print” option and aren’t optimized for mobile devices.
These days, 60-70% of consumers use the internet via mobile devices, and this number is increasing. Why wouldn’t you provide your customers access to your specials on their cell phones? If you require customers to present a coupon for a tire special, shouldn’t your website and coupons be both accessible and redeemable the way most consumers access them – via their phones?
At fusionZONE, we saw a need for change and created Mobile Text Coupons for both sales and service. Now the customer can choose a coupon, enter their phone number, and store this coupon in their smartphone’s wallet. They can then present this coupon to the dealership’s sales or service department and get their desired discount or deal. Here’s an example:
fusionZONE has tested this state-of-the-art product with three very savvy, large volume dealers, and the results are worth reading:
1.BMW of Bloomfield: According to GM William Finsilver, the dealership saw a 200+% increase in service leads. “In the past, if the service customer printed a sheet of coupons, we were not capturing a lead. Now our service team proactively reaches out to the customer and books the appointment,” Finsilver said.
2.Sun Toyota: This dealership increased tire sales by 60%. “Using Mobile Text Coupons with paid search to increase awareness that we are in the tire business has been huge for Sun Toyota! Mobile Text Coupons allow us to contact the customer and book the appointment,” said John Marazzi, Managing Partner.
3.Brandon Honda: “The innovation that fusionZONE has brought to the table here is a game changer!” said GM Sam Raabe.
Mobile Text Coupons finally give an identity to the service department. While most dealers concentrate solely on sales, this feature provides fusionZONE dealers with an upper hand by generating leads for the service department. This is something dealerships have struggled with forever.
Contact us now at 888-576-1136 to find out how Mobile Text Coupons can help your dealership.
Ultimately, the end goal is to get the service customer to continue to service their vehicle both during and outside of warranty. This retention in service also gives your dealership an increased opportunity to sell the customer their next vehicle once they get into an equity position.
It makes sense to adjust your sales and marketing strategies to today’s customers. This will increase the likelihood that those customers will stick around. If your customers continue to service at your dealership, they are that much more likely to buy their future vehicles from you, and refer their family and friends, too. This circular transactional pattern can only lead to increased profits, a busier sales and service department and, ultimately, happier customers.
In our industry, conversion rates are horrible. A great dealer “might” convert at a higher rate, but many are missing the boat on the majority of their website visitors. There are many reasons why this is true. However, the sad fact remains that it is.
Imagine making some simple tweaks to your website which produce an immediate increase in the number of website visitors who decide to engage with you. Do you think you’d sell more cars? Of course, you would! The instant a consumer engages with you, the chances of you selling them a car increases dramatically. But what is stopping them from doing so?
If you ask most lead providers for performance reports, you will get varying answers as there are so many different types of interactions they consider to be a conversion. Heck, some of them think simply getting a customer TO a dealer’s website qualifies! Their rationale? That consumers are no longer filling out forms. Because of that, many providers have chosen to use alternate metrics when, in reality, a lead is the only real conversion that matters.
The average conversion rate on a dealership’s website is 0.75%. That means less than 1% of all website traffic fills out a lead form. How can this be true? And, if it is, what can your dealership do about it?
Fix the mobile experience!
As 60% of ALL WEB TRAFFIC is via a mobile device, the mobile customer experience is key. However, dealers are losing a majority of their customers simply because their mobile experience is flawed.
In fact, the average mobile bounce rate is 70%. To put this in perspective, let’s say you get 10,000 online car shoppers a month visiting your website, 6,000 of whom use a mobile device. With a 70% bounce rate, 4,200 of those 6,000 mobile shoppers only visit one page before bouncing to another site. This is simply because many dealerships do not have their sites optimized for the mobile experience.
How can you increase leads? Here are a couple of tips about the main problems preventing online conversions and simple fixes:
- Site Speed – In July 2018, Google started penalizing slow websites. As a result, page speed is now more important than ever. Increasing the loading speed of your website results in a lower bounce rate, higher engagement rates and better search engine rankings. If you don’t know how fast your dealership’s website loads, you can access Google’s official tool and find out. If your site takes longer than 3 seconds to load, your bounce rate increases by up to 150% per second!
- Weak Calls-to-Action – Poor word choices on calls-to-action, or obnoxious forms that nobody would fill out, obviously contribute to low conversion rates. Why? Because weak calls-to-action lead to poor consumer mindset. For example, which do you think is more likely to encourage a customer to fill out a form? “Get your e-Price?” or “Get your best price?” Sometimes, a simple change in wording can increase conversion. So, be cognizant of your what your calls-to-action say and optimize wording to improve shopper engagement.
Today, the car shopper’s mobile experience is key to your dealership’s sales success. Optimize your site for the mobile user with an easy-to-navigate website that loads quickly and is equipped with well-designed calls-to-action. Otherwise, it will negatively impact your conversion (lead) rates.
Take the time to investigate how your website is performing in these areas. Examine your calls-to-action and truly ask yourself whether the experience you see is one you would like as a shopper… or would it drive you to a competitor’s site? Be sure to also check it out with your smartphone to see how the experience is for a mobile user.
If your website visitors – especially mobile – are presented with an easy-to-navigate site that loads quickly, provides the information they seek and has compelling calls-to-action, you will see your leads skyrocket and the doors to success unlock.
To find out more about this topic, attend my session, Increasing Online Conversion is not as Hard as You Think!” at the upcoming Automotive Analytics & Attribution Summit in Palm Beach, FL. Monday, November 19, at 3 pm. In my presentation, I will share how to supercharge conversions on your websites through mobile optimization.