Feb 13, 2024
In this episode of the Millionaire Car Salesman Podcast, Host Sean V. Bradley discusses the importance of having a well-designed and personalized website for dealerships. Joining Sean in this conversation to emphasize the need for websites to listen to and respond to customers' needs, just like a salesperson would in a showroom, is special guest Gino Cipperooni - the Chief Revenue Officer at Dealer eProcess! The two highlight the features and capabilities of Dealer eProcess, which is the leading web development company in the automotive industry!
Sean touches on the importance of website conversion and the need for dealerships to track and analyze their website's performance, the need to conduct a cost-benefit analysis to determine the ROI of different marketing efforts, and how to properly identify areas for improvement for your dealership’s website. Additionally, Sean encourages dealerships to invest in their websites and to prioritize the integration of marketing efforts to maximize conversions and sales. Listen to this information-packed episode and understand the evolving nature of dealership websites and the importance of staying ahead of the curve in terms of personalization and user experience!
🚀 JOIN Sean V. Bradley and Dealer eProcess at the
upcoming Internet Sales 20 Group conference! 🌐 Dealer eProcess is
giving you 50% OFF! 🏎️✨ Seize the opportunity to stay at the
forefront of automotive excellence. Secure your spot now at
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Key Takeaways
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Importance of Website Personalization: A well-designed and personalized website is crucial for dealerships to connect with customers. The website should listen to and respond to customers' needs, similar to a salesperson in a showroom.
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Dealer eProcess Features and Capabilities: Dealer eProcess is highlighted as the leading web development company in the automotive industry.
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Website Conversion and Performance: Sean emphasizes the significance of website conversion and the need for dealerships to track and analyze website performance. Conducting a cost-benefit analysis helps determine the ROI of various marketing efforts.
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Identifying Areas for Improvement: Dealerships should proactively identify areas for improvement on their websites to enhance user experience and drive conversions. Investment in website development is a strategic move for long-term success.
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Integration of Marketing Efforts: Sean encourages the integration of marketing efforts to maximize conversions and sales. Prioritizing a cohesive approach ensures a seamless and effective online presence.
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Staying Ahead of the Curve: The nature of dealership websites is evolving, and staying ahead of the curve in terms of personalization and user experience is essential. Dealerships should embrace innovations to meet the changing expectations of customers.
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Exclusive Offer from Dealer eProcess: Dealer eProcess is extending a special offer of 50% OFF for attendees of the upcoming Internet Sales 20 Group conference. Dealers are encouraged to seize this opportunity to stay at the forefront of automotive excellence.
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Event Details: The episode concludes with an invitation to join Sean V. Bradley and Dealer eProcess at the Internet Sales 20 Group conference. Attendees can secure their spot at a discounted rate by visiting www.eventbrite.com/e/761375152577/?discount=DEALEREPROCESS.
About Gino Cipperoni
Gino Cipperoni, Chief Revenue Officer at Dealer eProcess has been in the automotive website/technology business for over 10 years. He has extensive experience in identifying opportunities within various markets to help dealerships drive sales, profitability, and growth. Furthermore, Gino’s gift for analyzing data, coupled with his deep knowledge of the customer journey, is integral to the success of dealer clients as well as the Dealer eProcess team. He is a regular speaker at industry events and a frequent contributor to many industry blogs and publications due to his unique take on digital marketing and no-nonsense presentation style. Gino is an avid reader, amateur guitar player, and lifelong Chicago Bears fan. He can be reached at gino@dealereprocess.com.
"Fewer CTAs, better conversion.”
The podcast episode titled "Fewer CTAs, better conversion" discusses the importance of limiting the number of calls to action (CTAs) on a webpage in order to improve conversion rates. The hosts, L.A. Williams and Sean V. Bradley, are joined by Gino Cipriani, the Chief Revenue Officer of Dealer eProcess, a leading dealership website platform.
The episode begins with L.A. Williams expressing his frustration with websites that have too many CTAs. He believes that overwhelming visitors with numerous CTAs can actually hinder conversion rates because it confuses users and makes it difficult for them to understand what action they should take. Instead, he suggests that websites should focus on providing clear and simple CTAs, such as price, payment, and trade options, which will lead to better conversion rates.
Sean V. Bradley introduces Gino Cipriani as a subject matter expert in digital marketing and SEO, and they discuss his role as the Chief Revenue Officer of Dealer eProcess. Dealer eProcess is known for its dealership website platform and expertise in digital marketing and SEO.
The hosts then mention the upcoming NADA (National Automobile Dealers Association) conference and ask Gino about his involvement. Gino shares that Dealer eProcess will have a booth at the conference and he will be speaking in two sessions alongside NADA trainers. The sessions will cover topics related to fixed ops marketing, website personalization, and other relevant subjects. Gino also mentions that Dealer eProcess will be launching six new website features at NADA that are unique and innovative in the industry.
As the conversation continues, Sean V. Bradley acknowledges the significance of being a speaker at the NADA conference and shares that this will be his 17th year as a speaker. He emphasizes that NADA is considered the Super Bowl of the automotive industry, and being selected as a speaker is a prestigious achievement. Gino reveals that this is his first year speaking at NADA, although he has spoken at other conferences such as Digital Dealer and ICE20G.
In conclusion, the podcast episode highlights the importance of reducing the number of CTAs on a webpage to improve conversion rates. It also introduces Gino Cipriani as a subject matter expert and discusses his involvement in the upcoming NADA conference. Overall, the episode provides insights into the world of automotive sales and digital marketing strategies.
Amazon advertising and DLA Process.
Amazon advertising and DLA Process are two key topics discussed in this podcast episode. The episode begins with the host congratulating Gino Cipriani for being a part of the National Speaker's Association and the Million Dollar Speakers Group. The host acknowledges Gino's expertise as a speaker and praises his involvement with DLA Process.
DLA Process is recognized as a company that many others aspire to be like, as they have the opportunity to speak at NADA, a prestigious event in the automotive industry. The host emphasizes the benefits of having a subject matter expert like Gino speak at such events, as it enhances the booth experience and attracts more traffic.
Moving on to the main topic of discussion, the host brings up Amazon advertising. They express their curiosity and interest in this advertising method, mentioning that they have been hearing a lot about it. The host specifically mentions the connection between Amazon advertising and Hyundai, hinting at a potential partnership or involvement between Amazon and DLA Process.
Unfortunately, the podcast episode does not delve further into the details of Amazon advertising or DLA Process' involvement. The focus of the episode shifts towards website optimization, with the host expressing their intention to discuss websites in more depth.
In conclusion, while the podcast episode briefly touches upon Amazon advertising and DLA Process, it primarily focuses on website optimization. The episode highlights the importance of reducing the number of CTAs on a webpage to improve conversion rates. It also introduces Gino Cipriani as a subject matter expert and discusses his involvement in the upcoming NADA conference. Overall, the episode provides insights into the world of automotive sales and digital marketing strategies.
Amazon advertising boosts dealership sales.
Amazon advertising is a powerful tool that can significantly boost dealership sales. In a podcast transcript, a marketing expert discusses the impact of Amazon advertising on the automotive industry and explains how it can be utilized to target potential customers effectively.
The podcast episode starts by mentioning the involvement of the expert's company with Tier 3 automotive since May 2020. Despite launching a new marketing channel during a challenging time, they have successfully navigated through it. The expert emphasizes that Amazon advertising is primarily about the data it provides. The way ads are displayed to consumers is through streaming channels like Hulu and Amazon Prime, which recently launched an ad-supported version. This means that dealers can reach potential customers across various platforms.
What sets Amazon apart is its extensive first-party data on consumers. The expert claims that Amazon has the most comprehensive data source compared to any other platform. They can track consumers based on valuable metrics such as their location, the vehicles they own, and even life events like expecting a child. This data allows dealers to categorize and target specific consumer segments effectively.
The expert also mentions the collaboration between Amazon and Hyundai, where consumers can browse and potentially purchase cars online. While acknowledging that buying a car is not as simple as clicking a button, the expert highlights the potential of this partnership in streamlining the car-buying process.
Additionally, the podcast discusses the importance of Google Trends in understanding search volume for specific terms. The expert mentions that even in large markets like Boston, the average monthly searches for terms like "Honda Civic for sale" are relatively low. This emphasizes the need for dealerships to be proactive in their marketing efforts rather than relying solely on reactive strategies. By running Amazon advertising alongside Google campaigns, dealerships can increase their visibility and drive more potential customers to their websites.
In conclusion, the podcast episode highlights the significant impact of Amazon advertising on dealership sales. With its extensive first-party data and ability to target specific consumer segments, Amazon provides dealerships with a powerful tool to reach potential customers effectively. By running Amazon advertising alongside Google campaigns, dealerships can be more proactive in their marketing efforts and increase their chances of success. Overall, Amazon advertising is a valuable resource that can significantly boost dealership sales in the automotive industry.
Amazon advertising vs. OTT strategy
The podcast transcript discusses the differences between Amazon advertising and OTT (Over-The-Top) strategy in the context of dealership sales. According to the podcast, Amazon advertising is a comprehensive solution managed by a team of Amazon strategists who specialize in managing campaigns specifically for the Amazon platform. The team focuses solely on Amazon advertising and does not mix it with other digital marketing efforts such as Google and Facebook campaigns.
Amazon advertising operates through the Amazon DSP (Demand-Side Platform), which provides data on potential customers within a dealership's marketplace. By creating filters and targeting specific models or demographics, the DSP can determine the number of potential candidates for a dealership's business and the associated cost. The podcast mentions that the budget can be adjusted to fit the dealer's financial constraints, and the program is co-op eligible.
Once a dealership decides to proceed with Amazon advertising, they are assigned a strategist who helps choose a plan and runs the campaign through various channels, including Hulu, Sling, Amazon Prime, and online video platforms. What sets Amazon advertising apart is its ability to connect vehicle sales to individuals who have seen an ad on their TV. This is achieved through tools like the Amazon Pixel and the Amazon Marketing Cloud, which can track ad views and link them to dealership visits and purchases. While the podcast acknowledges that this attribution may not be 100% accurate, it aims to measure the influence of the ads on sales.
When comparing Amazon advertising to OTT strategy, the podcast notes that Amazon is an OTT player as well, offering avenues like display and online video advertising. However, other OTT providers like the Trade Desk lack the valuable Amazon data that powers the advertising platform. The podcast emphasizes the power of Amazon's data and its ability to provide strategic field intelligence for dealerships.
In terms of franchise restrictions, the podcast clarifies that Amazon's partnership with Hyundai is at the tier one level, focusing on online car sales. However, Amazon advertising is available to any dealership at the tier three level, regardless of the franchise.
To illustrate the process, the podcast presents a hypothetical scenario of a Toyota dealership in New Jersey that wants to increase its monthly sales from 265 units to 350. The dealership would reach out to Dealery Process, the company discussed in the podcast, to discuss their unique situation and market conditions. Based on this information, a customized plan would be created, and the Amazon DSP would identify the target audience for the dealership. Additionally, Dealery Process offers creative services for video content if the dealership does not have an agency or resources to create their own videos.
In conclusion, the podcast episode highlights the significant impact of Amazon advertising on dealership sales. With its extensive first-party data and ability to target specific consumer segments, Amazon provides dealerships with a powerful tool to reach potential customers effectively. By running Amazon advertising alongside Google campaigns, dealerships can be more proactive in their marketing efforts and increase their chances of success. Overall, Amazon advertising is a valuable resource that can significantly boost dealership sales in the automotive industry.
Website and marketing must align.
However, the podcast also emphasizes the importance of aligning website and marketing strategies in order to maximize the effectiveness of these advertising efforts. The host points out that many dealerships invest a significant amount of money in advertising, but neglect to prioritize their website. This can lead to poor results and a lack of ROI.
The host makes a valid point that a dealership's website is crucial in converting traffic generated by advertising campaigns. If a website is poorly structured, with low time on site, high bounce rates, and plagiarized content, it will not be able to effectively engage and convert potential customers. This is especially true for OEM compliant websites that may be cookie-cutter and lack unique value.
The podcast host emphasizes that websites and marketing should not be treated as separate entities, but rather as integral components of a cohesive strategy. Both the website and marketing efforts should have the same goals of generating leads, increasing ROI, and driving car sales. In order to achieve this, the website must be aligned with the messaging and targeting of the marketing campaigns.
For example, the host mentions the scenario where a personalized ad on Amazon drives traffic to a dealership's website, only to have the visitor land on a homepage with irrelevant content. This disconnect between the marketing message and the website can lead to confusion and a lost opportunity for conversion. Therefore, it is crucial for dealerships to ensure that their website is set up to integrate seamlessly with their marketing efforts, maintaining consistent messaging across all channels.
In conclusion, the podcast episode emphasizes the importance of aligning website and marketing strategies in order to maximize the effectiveness of advertising campaigns. Dealerships must prioritize their website and ensure that it is optimized for conversion and seamlessly integrated with their marketing efforts. By doing so, dealerships can enhance their chances of success and achieve their desired results in terms of generating leads, increasing ROI, and driving car sales.
Boutique websites offer customization advantage.
One key point made in the podcast is the difference between boutique website providers and mass-produced, templated website providers. The podcast argues that boutique website providers, like Dealery Process, offer a significant advantage in terms of customization.
The podcast begins by comparing the analogy of spending $100 on steak sauce and only $5 on the steak. This analogy highlights the absurdity of spending a significant amount of money on driving traffic to a poorly designed website. It suggests that dealerships often make the mistake of investing in marketing efforts without prioritizing the quality and effectiveness of their website.
The podcast then delves into the reasons why OEMs (Original Equipment Manufacturers) mandate specific website providers for their dealerships. The rationale behind this is to create continuity, symmetry, and a scalable brand across thousands of dealerships. However, the podcast argues that this approach may not necessarily result in the best product for each individual dealership.
The podcast then explores the difference between mass-produced, templated websites and boutique websites. Mass-produced websites, such as those offered by dealer.com, may have been innovative in the past but have become more templated and restricted due to the challenges of managing a large number of dealerships. These providers have to balance innovation with meeting OEM requirements and managing thousands of dealerships.
On the other hand, boutique website providers, like Dealery Process, offer a more customized and flexible approach. As a privately owned and operated company, Dealery Process does not have shareholders or a board of directors to answer to. This allows them to work directly with dealerships to customize their websites within the constraints of OEM requirements. The podcast highlights that Dealery Process prioritizes the needs of the dealerships and aims to build platforms that suit their specific needs.
In conclusion, the podcast episode emphasizes the advantage of boutique website providers in offering customization. By working with dealerships on an individual basis, these providers can tailor websites to meet specific needs while still ensuring compliance with OEM requirements. This flexibility and customization allow dealerships to have a website that aligns with their marketing strategies and maximizes their chances of success. Ultimately, boutique websites offer an advantage in terms of customization, which is crucial in today's competitive digital landscape.
Analyze marketing costs for effectiveness.
The podcast transcript focuses on the importance of analyzing marketing costs for effectiveness. The host, who works at Dealer Synergy, explains that when dealers want to sell more cars, one of the first steps is to conduct a marketing assessment. This assessment involves looking at the dealership's website, lead source providers, and conducting a cost-benefit analysis.
One of the key points made in the podcast is the need to understand the individual costs and yields of different marketing strategies. The host gives an example of a dealership spending $4,000 on a website that includes SEO, SEM, and management. However, without knowing the individual costs and yields of each component, it is difficult to determine if the additional expenses are worth it. The host suggests benchmarking and tracking the return on investment (ROI) to gain a better understanding of what is truly working.
To do this, the host recommends adding up all the dollars spent on driving traffic to the website, including digital retailing, credit apps, chat tools, social ads, and other marketing efforts. This macro number represents the total investment in driving traffic. The next step is to run a report to determine how many sales leads were generated directly from the website. This allows dealerships to assess the effectiveness of their marketing efforts and determine if the costs are justified.
The podcast highlights the shock and surprise experienced by some dealerships when they realize how much they are spending per lead. Some dealerships are spending $300 to $400 per lead, which can be a significant expense. By analyzing marketing costs and tracking leads generated from the website, dealerships can make more informed decisions about their marketing strategies.
The guest on the podcast agrees with the host's approach, emphasizing the importance of looking at the data and making decisions based on results. He compares the process to managing a showroom floor, stating that if certain salespeople are not performing, they would be let go. The same principle applies to marketing tools and strategies. If a tool or strategy is not generating a significant increase in leads, it may not be providing value and could be worth reconsidering.
Overall, the podcast episode emphasizes the need for dealerships to analyze their marketing costs for effectiveness. By understanding the individual costs and yields of different marketing strategies, dealerships can make more informed decisions and allocate their resources more effectively. This analysis allows dealerships to determine what is truly driving leads and sales, and make adjustments to their marketing strategies accordingly.
Website features for dealerships.
One of the main points discussed in the podcast is the importance of conversion rates in measuring the success of marketing campaigns. The guest speaker suggests that a good conversion rate for search campaigns, such as "Toyota dealer near me" campaigns, would be around 5%. While this may seem low, it is actually considered a strong conversion rate when taking into account the overall effectiveness of the campaign. On the other hand, display campaigns tend to have lower conversion rates and should not be measured solely based on conversion. Instead, metrics such as engagement, exposure, CPM, and CPC should be considered.
The podcast also highlights the residual effect of certain marketing campaigns, particularly those on Amazon. The guest speaker explains that these campaigns can have a lasting impact on potential customers, even if they don't convert immediately. For example, someone may see an ad during a sports game and find it interesting, but not have the time to explore further at that moment. However, a few days later, they may visit the website as a result of the initial exposure. This residual impact can be measured through Google Analytics and other tools, and it is important for dealerships to take into account the overall influence of their marketing efforts, not just immediate conversions.
Additionally, the podcast touches on the future of dealership websites in 2024. The guest speaker, who represents a leading web development company in the automotive industry, discusses the evolution of dealership websites over the years and the changing expectations of prospects and customers. He suggests that dealership websites should be able to meet the wants, wishes, needs, and expectations of customers.
While specific features are not discussed in detail, the podcast implies that dealership websites should be user-friendly, visually appealing, and offer a seamless browsing experience. It is likely that features such as easy navigation, clear and detailed vehicle information, interactive tools for customization and comparison, and a streamlined lead generation process would be important for modern dealership websites. Additionally, the guest speaker emphasizes the importance of keeping up with the latest technology and trends in order to stay competitive in the industry.
In conclusion, the podcast episode emphasizes the need for dealerships to analyze their marketing costs and conversion rates in order to make informed decisions about their marketing strategies. It also hints at the importance of dealership websites that meet the expectations of customers in terms of user experience and functionality. By understanding the effectiveness of different marketing campaigns and investing in a well-designed website, dealerships can optimize their resources and attract more leads and sales.
Website as online salesperson.
The podcast episode titled "Website as online salesperson" highlights the significance of a dealership's website in driving sales and engaging customers. The discussion begins with a quote from Jeff Bezos, the founder of Amazon, who stated that if Amazon had four and a half million customers, they should have four and a half million stores. This statement emphasizes the importance of personalization and catering to individual customer needs.
The podcast host argues that a dealership's website should not be seen as just an online showroom, but rather as an online salesperson. The website is the most prolific salesperson as it interacts with customers even before they step foot in the physical showroom. Just like a salesperson in a store, the website should listen to and respond to customers' needs in order to build a solution around them. The host mentions that if a salesperson in a store fails to do so, they would be fired. Therefore, the website should be taught to do the same.
The example of Amazon is used to illustrate the power of website personalization. Each individual's Amazon page is different, showing products that cater to their specific wants and needs. This level of personalization has contributed to Amazon's success as a three-quarter of a trillion-dollar company. The podcast suggests that other businesses, including dealerships, can learn from this approach and harness the idea of website personalization to drive greater engagement and overall revenue.
The podcast then delves into the features of a dealership website that can facilitate personalization and enhance the customer experience. One such feature is a search by vehicle tool, which allows customers to filter their search based on specific criteria, such as the presence of a sunroof or a heated steering wheel. This tool makes it easier for customers to find the exact car they desire and ensures that the website is responsive to their needs.
In conclusion, the podcast episode emphasizes the need for dealerships to view their website as an online salesperson. By understanding the importance of personalization and responsiveness, dealerships can optimize their website to engage customers, drive sales, and ultimately increase revenue. The example of Amazon serves as a testament to the effectiveness of website personalization in achieving business success. Therefore, dealerships should invest in well-designed websites that meet the expectations of customers in terms of user experience and functionality. By doing so, dealerships can attract more leads and convert them into sales, ultimately maximizing their marketing efforts and resources.
Personalization improves website conversion rates.
Personalization improves website conversion rates by creating a tailored and seamless user experience for customers. The podcast episode highlights the importance of personalization in the automotive industry, specifically in the context of a dealership website. The speaker explains how personalization can be implemented throughout the customer journey, from the initial search for vehicles to the viewing of vehicle detail pages (VDPs) and beyond.
One key aspect of personalization is the ability to save and remember customer preferences. In the example given, the website saves the customer's preferred features and seating capacity, making it easier for them to find relevant vehicles in future visits. This not only saves the customer time and effort but also enhances their overall experience by showing them vehicles that align with their specific needs and preferences.
Additionally, personalization extends to the VDPs, where the website showcases different views of the vehicles that the customer has previously engaged with. This strategy aims to create a sense of urgency and promote low-funnel conversions, encouraging the customer to take action, such as getting their trade evaluated. By reminding the customer of their previous interest in a particular vehicle, the website increases the likelihood of a conversion.
Furthermore, the podcast episode highlights the importance of reducing friction and repetition in the customer journey. By saving customer preferences and actions, the website avoids asking customers to repeat actions they have already taken, which can be frustrating and time-consuming. This streamlined experience not only improves customer satisfaction but also increases conversion rates, as customers are more likely to engage and take action when the process is simplified.
The podcast also emphasizes the value of personalization in the context of dealer groups. By sharing customer preferences and actions across different dealership websites within a group, the personalization experience can be seamlessly transferred. This ensures that customers receive a consistent and tailored experience, regardless of which dealership website they visit within the group. This level of personalization not only enhances the customer experience but also strengthens the dealership group's online presence and brand reputation.
In conclusion, the podcast episode emphasizes the need for dealerships to view their website as an online salesperson. By understanding the importance of personalization and responsiveness, dealerships can optimize their website to engage customers, drive sales, and ultimately increase revenue. The example of Amazon serves as a testament to the effectiveness of website personalization in achieving business success. Therefore, dealerships should invest in well-designed websites that meet the expectations of customers in terms of user experience and functionality. By doing so, dealerships can attract more leads and convert them into sales, ultimately maximizing their marketing efforts and resources.
Website technology tracks customer behavior.
One of the key points discussed in the podcast is the technology that allows dealerships to track and analyze customer behavior on their websites. This technology provides valuable insights into customer preferences and helps dealerships tailor their marketing strategies accordingly.
The podcast mentions that the website platform used by the dealership tracks a customer's click path, meaning it records every site and page that the customer visits. This information is crucial in understanding the customer's interests and intentions. For example, if a customer is looking at a specific vehicle model, the dealership can use this data to personalize their marketing efforts and offer relevant promotions or incentives.
Furthermore, the technology discussed in the podcast goes beyond tracking customer behavior on a single dealership's website. It also allows for cross-site data sharing, meaning that if a customer has visited multiple dealership websites within the same group, all of their activity can be seen and analyzed. This is particularly useful in situations where a customer is considering multiple brands or models. Dealerships can gain insights into their competition and adjust their strategies accordingly.
The podcast also highlights the uniqueness of this technology in the automotive industry. While many web development companies focus on redesigning specific pages on a dealership's website, the technology discussed in the podcast goes beyond that. It provides a comprehensive view of the customer's journey and allows dealerships to understand their customers on a deeper level.
Another feature mentioned in the podcast is the identity resolution technology. This technology allows dealerships to gather data from various sources and identify potential customers who have been actively searching for specific vehicle models. By de-anonymizing these customers, dealerships can target them with personalized marketing campaigns across various platforms, such as Amazon, Google, Facebook, and email. This technology enables dealerships to reach potential customers who have not yet engaged with them, giving them a competitive advantage in the market.
In terms of website design, the podcast highlights the importance of the SRP (Search Results Page). According to the data from the thousands of dealer clients, the SRP is the most visited page on dealership websites. This emphasizes the need for dealerships to prioritize the design and functionality of this page. It should be user-friendly, visually appealing, and provide all the necessary information that customers are looking for.
Overall, the podcast episode emphasizes the significance of website technology in tracking customer behavior and optimizing marketing strategies. By utilizing this technology, dealerships can gain valuable insights into customer preferences, personalize their marketing efforts, and ultimately increase sales. It is crucial for dealerships to invest in well-designed websites that meet the expectations of customers in terms of user experience and functionality. By doing so, dealerships can attract more leads, convert them into sales, and maximize their marketing efforts and resources.
Segment website for different credit tiers.
One specific area that the podcast highlights is the importance of segmenting the website for different credit tiers. The discussion revolves around the idea that dealerships should have separate sections on their website to cater to customers with different credit situations. This segmentation allows for a more targeted and personalized approach in the customer relationship management (CRM) process.
The podcast suggests that having a single "apply now" or finance option on the website may not be sufficient, especially for dealerships that specialize in special finance or subprime customers. Instead, the recommendation is to have two distinct sections: one for customers with good credit or unsure credit, and another for customers with bad credit or no credit. By providing these separate options, dealerships can create a unique experience for each credit tier, both on the website and in the subsequent CRM protocols.
Segmenting the website in this way allows dealerships to tailor their marketing efforts and communication strategies to the specific needs and circumstances of customers in each credit tier. For example, if a customer indicates that they have bad credit or no credit, the dealership can adjust their email templates, text messages, and voice messages to reflect this information. This level of personalization can greatly enhance the customer experience and increase the chances of conversion.
Moreover, the podcast suggests that some dealerships have gone a step further by creating separate websites specifically for customers with bad credit. These websites still include inventory and other essential information but are entirely separate from the main dealership website. This separation allows for even more targeted marketing efforts, as channels like Amazon can use credit data to target customers in specific credit tiers and drive them to the appropriate website. This ensures that all traffic coming through the bad credit website is primarily from customers in that credit situation, streamlining the CRM process and ensuring accuracy in follow-up and communication.
In conclusion, segmenting the website for different credit tiers is a valuable strategy for dealerships looking to optimize their marketing efforts and improve customer engagement. By providing separate sections or even separate websites for customers with different credit situations, dealerships can create personalized experiences, tailor their communication strategies, and increase the effectiveness of their CRM protocols. Investing in website technology that allows for this segmentation can lead to higher conversion rates, increased sales, and overall success in the competitive automotive industry.
Importance of AI in websites.
One of the key aspects of website optimization in the automotive industry is the integration of AI (artificial intelligence) technology. AI has the potential to greatly enhance the functionality and user experience of dealership websites, ultimately leading to increased customer engagement and improved conversion rates.
One area where AI can be particularly beneficial is in the acquisition of vehicles from the public. Many dealerships struggle with effectively communicating their desire to buy cars from customers, especially when inventory is not as readily available. By incorporating AI-powered tools, such as a "sell us your car" feature, dealerships can make it easy for customers to submit their vehicle information and receive a value estimate. This not only streamlines the acquisition process but also creates a prominent and user-friendly section on the website dedicated to this service.
Furthermore, AI can be utilized to personalize the website experience for individual customers. By analyzing data and understanding customer needs and preferences, AI systems can tailor content and recommendations to provide a more personalized browsing experience. This level of personalization can greatly enhance customer satisfaction and increase the likelihood of conversion.
However, it is important to approach AI integration with caution. While AI technology, such as ChatGPT, has the potential to revolutionize customer interactions, it is still a relatively new and imperfect technology. Dealerships must ensure that AI-powered chat applications are properly trained and monitored to prevent misinformation or false claims. Trust is crucial in the automotive industry, and dealerships cannot afford to have AI technology providing inaccurate information to customers.
Despite these challenges, the potential benefits of AI in dealership websites are significant. Larger online commerce companies are already investing heavily in AI-driven personalization, and it is only a matter of time before this technology becomes more prevalent in the automotive industry. By interpreting data and utilizing AI systems to better understand customer needs, dealerships can enhance their marketing efforts and improve the overall website experience.
In conclusion, AI integration is becoming increasingly important in dealership websites. By incorporating AI-powered tools and personalization features, dealerships can enhance customer engagement, streamline processes such as vehicle acquisition, and improve overall website performance. However, caution must be exercised in implementing AI technology to ensure accuracy and trustworthiness. As the automotive industry continues to evolve, embracing AI in website optimization will be crucial for dealerships to stay competitive and provide exceptional customer experiences.
"Fix unoptimized website for marketing."
The podcast transcript highlights the importance of fixing unoptimized websites for marketing purposes. The speaker emphasizes the need for best practices in order to ensure that the money spent on marketing efforts is not wasted on an ineffective website.
The speaker acknowledges that the industry still struggles with this issue, as many websites are not properly optimized to attract and engage potential customers. They discuss the problem of unoptimized websites and offer insights on how to recognize and fix this issue.
The crux of the presentation revolves around the idea that a website that is not optimized can hinder marketing efforts and prevent businesses from reaching their full potential. The speaker aims to address this problem and provide solutions to improve website optimization.
The podcast also mentions the upcoming 20-year anniversary of Dealer Synergy, a company that specializes in dealership training and consulting. The speaker expresses gratitude for being a part of this milestone and looks forward to the future.
In conclusion, the podcast highlights the importance of fixing unoptimized websites for marketing purposes. It emphasizes the need for best practices and offers insights on how to recognize and address this issue. By optimizing websites, businesses can improve their marketing efforts and enhance customer experiences.
Resources
Dealer Synergy & Bradley On Demand: The automotive industry’s #1 training, tracking, testing, and certification platform and consulting & accountability firm.
The Millionaire Car Salesman Podcast: is the #1 resource for automotive sales professionals, managers, and owners. Also, join The Millionaire Car Salesman Facebook Group today!
Win the Game of Googleopoly: Unlocking the secret strategy of search engines.
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