With Customer Experience (CX) being such a hot topic, last week we provided a quick summary of the four-part DrivingSales Dealership Customer Experience study.
Today, we thought we’d take a deeper dive into part 2 of the study, which focused on dealership websites. DrivingSales uncovered serious insights that may have major ramifications for dealership bottom lines.
See some of the key findings and their implications below:
Implication: shoppers’ avoidance of dealership websites is driving them to 3rd parties, which then in turn charge the dealerships for the leads generated on their sites.
Implication: many dealership websites may be inadequate at alleviating shopper anxieties and providing them with the information they need to feel confident.
Implication: dealerships need to instill trust and confidence in their shoppers. Those that do will attract more quality shoppers to their store.
Implication: dealerships should focus less on site conversion rates, and more on providing the best possible CX on their website, so as to maximize overall sales opportunities.
Here’s where you can download the study: