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Multitasking shoppers need digital marketing strategy

Automotive Marketing: How to Win Over Multitasking Shoppers – Part 1

Do you ever have those days where you have a million things to do and haven’t the slightest idea how to get it all done other than to do multiple things at once?

If you answered yes, you might not be surprised to learn that your online shoppers have this problem too. Time is of the essence, and we’re all busy, busy, busy. But to gain more business from the busy crowd, your dealership needs to find ways to grab their attention and make their time worthwhile.

So how do you accomplish this? It’s simple. You offer your shoppers ways to get their other tasks done while they are trying to buy a car or service, and as a result – you win their business! Let’s take a look at a few ways how your dealership might effectively execute an automotive marketing strategy to win more sales and service appointments from today’s multitaskers:

Cater to Second-Screening Consumer Behavior

According to J.D. Power, 53% of consumers use mobile for their automotive research, and that number will undoubtedly increase. Always-on consumers are inherent multitasking shoppers, and to sell to them, you need a mobile marketing strategy.

User-Friendly Mobile Websites

Today’s distracted shoppers prefer mobile-friendly sites that they can browse while watching TV or doing other tasks. A responsive mobile site saves them time, they don’t have to switch devices to interact, and it requires the least effort to find information fast. While (hopefully) the vast majority of automotive websites are already mobile-friendly, they need to be user-friendly as well. Your multitasking car buyers don’t have the attention span to struggle with a bad user experience.

Looking for tips on making your dealership’s mobile site more user-friendly? Check out our FREE eBook: Is Your Dealership Website Mobile-Ready?

Chat with Mobile Shoppers

A responsive mobile website isn’t completely effortless without live chat. Adding a chat or text button to your mobile site allows shoppers to get their questions answered quickly, their decision made, appointment scheduled, and get back to watching their show or doing the other hundred things they have to do in no time at all. Once you turn on mobile conversations, be sure to follow proper mobile chat etiquette. The wrong conversation will drive your busy customers away. Check out “6 Dos and Don’ts of Mobile Conversations” for helpful chat tips.

Appeal to Omni-Channel, Multitasking Shoppers

Car buying is almost a fully omni-channel experience. Your car buyers typically switch between online and offline channels 4 times during the shopping process. Your digital marketing strategy needs to expand beyond your website and traditional advertising. Social media advertising, SEM, and 3rd-party websites are just some of the many options available to your customers when they research vehicles. Successful dealers will capitalize on these new digital sales opportunities by being present — and, they’ll interact with shoppers on these channels.

The era of “traditional chat” is over. Your multitasking shoppers are most likely toggling between Facebook, Craigslist, and your website while they research. Be there when they find your inventory. ActivEngage, for example, lets your team (or ours) chat with busy shoppers wherever they are — social media, search results, digital ads, 3rd-party sites, etc.

The right chat solution will help you broaden your reach while catering to the needs of today’s shoppers. It’s a win for you and a win for your customers, which is precisely what you want!

Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.

Live chat data for dealership marketing

Is Your Dealership Taking Advantage of Live Chat Data?

In a previous blog post, I discussed the importance of using live chat conversations to build rapport with your online shoppers, and how it can help improve your dealership’s follow-up processes. But what about the live chat data acquired beyond the conversation — such as consumer clickpath and the browser they’re on?

This live chat data, also known as behavioral intelligence, can be very beneficial to your dealership. But before we get into how it helps your business, let’s talk a bit about what behavioral live chat data is and why it matters to you.

What is behavioral intelligence?

In a nutshell, behavioral intelligence is data that reveals the buying behavior of online shoppers on your website. Some live chat providers can track a significant amount of consumer information both inside and outside of a chat conversation. But only an excellent live chat provider will analyze this information and use it to assist you and your customers better.

For example, some live chat data your team can gather and analyze using ActivEngage’s web-based console includes:

  • Number of visits to the website
  • Number of pages seen
  • Geo-location
  • Last page they visited
  • Click path through the site
  • Browser they are using
  • Device shopper is using (Desktop computer? Mobile phone?)
  • Referral information – i.e., through which search engine did they find your website? Did they come from a third-party listing site?

Note: The amount and types of live chat data available can vary depending on the provider you choose. Remember to ask what information is available before you sign up for a live chat solution.

Why is live chat data important to my dealership?

Consumer behavior is continuously evolving. Having access to behavioral data on your site will help you keep a pulse on what your car buyers want. By collecting and analyzing visitor data, you’ll be able to predict and follow consumer trends on your website such as:

  • What the most visited VDP pages are
  • The percentage of online shoppers returning to your site
  • Whether more shoppers are chatting via mobile or desktop

From there, you can use the data you’ve analyzed to test and improve engagement techniques with online shoppers, and ultimately increase conversion on your dealership’s website.

How can I leverage it to improve my marketing?

1. Tailored Ad Campaigns

Digital advertising in today’s market is a science, and successful dealers use tangible research to invest in ads. Live chat data can help. ActivEngage customers, for example, have access to valuable information, such as what the top requested models are in chat conversations. You can use this kind of visitor data to advertise a popular vehicle or service. Then, further tailor your ad messaging by region based on location data.

Ads can be expensive, and having data to back up your advertising strategy is essential to your dealership’s marketing success. Leverage the behavioral data you get from live chat to optimize your advertising dollars.

2. Targeted Specials on Your Website

At least 64% of today’s shoppers prefer to receive offers relevant to their specific interests. Using behaviorally-driven messages that highlight your online specials is a great way to use visitor data to personalize your shoppers’ browsing experience.

Here’s a scenario: Let’s say Sally is an online shopper who is on your website for the second time, has seen 6 VDP pages of new VW vehicles so far, and has been looking at a white 2014 Jetta for about 3 minutes now. Three vital pieces of information we can infer about Sally are that she:

  • Is engaged on your website
  • Wants a new Volkswagen
  • Is interested in a white 2014 Jetta

If you’re currently offering a cash bonus, low lease with zero down, or any other special on this vehicle, LET SALLY KNOW.

Having a tailored special offer pop up on your website based on your shopper’s clickpath, time spent on a particular page, or the vehicle they’re looking at can help guide your shoppers further down the purchasing funnel. By customizing your online shopper’s browsing experience, you’ll enhance the effectiveness of your website and improve the consumer experience.

Speaking of behavioral targeting, CDK Global recently joined forces with ActivEngage to launch Concierge Chat for CDK Next Gen websites. Concierge Chat leverages behavioral technology, audience intent data, and much more!

3. Personalized Chat Conversations

Once a shopper clicks to chat, if the software is robust, your team can use behavioral data to personalize the conversation further. ActivEngage’s chat console, for example, has Co-Browse — an exclusive feature that allows chat representatives to share the screen with web shoppers in tandem. So if Sally navigates to a 2014 Passat VDP page during the chat conversation, the rep can ask:

“Sally, were you interested in learning about another vehicle in our inventory?” or “Have you considered the new Passat, Sally? It looks great in white as well!”

Upselling becomes easier and conversations more useful when your team can leverage live chat data. By using behavioral intelligence to establish rapport with online shoppers, you can then build a better follow-up process and start building relationships with your prospects.

Your Chat Provider Needs to Step Up

Most of the data you gather from live chat can be very beneficial to your business. But in order to reap the full benefits of behavioral intelligence data, your chat provider needs to work with you to get the most out of the consumer information available.

Does your live chat provider send you useful live chat data to help you improve your dealership processes? Are they using visitor data to improve the quality of their chat conversations and the consumer experience on your dealership’s website? Can they offer you tips and advice on how to get the most out of their service?

Remember, your live chat investment is only profitable if your provider works WITH you to improve your bottom line.

Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.

Setting appointments increases the value of internet leads

The Competitive Advantage of Internet Leads with Appointments

Internet leads from consumers who schedule and keep an appointment have a closing rate of almost 50%. Meanwhile, traditional ups typically close at 20%, says a recent study by PLADOOGLE, LLC.

The study also found that if dealers go above and beyond by having the vehicle cleaned and make the shopper feel special during their showroom appointment, the closing ratio for an Internet lead can exceed 80%!

 

Internet Leads with Appointments Have Significant Value

These statistics are not something to ignore. The evidence is clear that Internet leads have distinct advantages over traditional ups because they:

  • Give the dealer the opportunity to set an appointment, creating a commitment from your shopper
  • Allow dealers to gather valuable information about shoppers’ needs, which they can use to help close the deal
  • Enable the dealer to prepare for a superior showroom room experience, while also developing a lasting relationship via the initial conversation

 

Internet leads with appointments are gold

Expect More From Your Live Chat Provider

With these advantages in mind, there are some essential questions you need to ask your chat team. These questions will ensure you are getting the highest closing ratio possible:

  • Do they set test-drive or service appointments?

  • If you have managed chat, do they make sure your dealership is aware of shoppers arriving in an hour or less?

  • Do they ask questions that help gather the “good to know” information from your shoppers?

If you want the best results from Internet leads, get a chat team that sets appointments and asks the right questions. These two things are ultimately going to help you sell the most cars from live chat.

ActivEngage Sets More Appointments for Your Dealership

At ActivEngage, we’ve always understood the value of getting more foot traffic to your dealership. Our bottom line is your bottom line, which is why the ActivEngage chat team sets both Sales and Service Appointments on your behalf (and sends them directly into your DMS). Out of every chat lead we send our dealer customers, around 20% have a set appointment. 

Leads don’t get sales, people in your showroom do. If you settle for less than that, your chat investment is a waste!

 

Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.