Today is a new day - a day of dealers focusing more on their own websites versus paying someone else to deliver internet leads to them.  So what does this mean for dealers?  The obvious thing is the need to get traffic to the dealership’s website and convert it into quality leads.  Automotive dealers are in a daze trying to figure out how to make their sites rank well in search engines.  Search Engine Optimization (SEO) is great for so many reasons but there are a million blogs on SEO so I am going to give you a different spin on optimization – optimizing site layout for conversion.   

• Site layout is important because site visitor tendencies will dominate specific pages or things of interest.  How you display those things can and will determine how successful you are.  Google has tools to help with this in the webmaster tools.  Change your site layout and move things around often to accomplish the most effective conversion.
• Remember “The Fold”.  The fold is an old newspaper term that has been adopted by the web design business.  If you can accomplish showing what’s important above the fold so people don’t have to scroll down you will have better success.  Some people will scroll down but some will not.
• Colors are important….remember “red” means stop, “green” means go, and “black” can mean cold.  Does stop mean stop hear or stay away?  Does green mean go here or keep going?
• Are you promoting too much on the home page?  Too much shows clutter and people need to know what’s important within 2 seconds.  A video will postpone that 2 seconds to 6 seconds so be careful with your use of video.
• Call to action….what in the world do you want them to do?  It has to be a common goal.  (Here is my plug…Chat is perfect because it allows the site visitor to ask their question and gives the dealer an opportunity to schedule an appointment or schedule a follow up action).

All of the above need to be considered when you are optimizing your site.  Conversion is extremely important.  Dealers want shoppers to land on their sites and buy a car.  The shopper has questions and wants to see it, smell it, touch it, drive it, show their friends, compare to others, and once they feel comfortable they buy.  You need a common ground.  Chat is just that. 

Which chat solution?  You need to take a few suggestions from the professionals.  Companies like Cars.com and Carsdirect.com have been researching the most effective chat solutions to convert site traffic to leads.  Take it from the big boys….after examining different chat companies they chose ContactAtOnce!  (I guess most reading this blog already figured that out!) 

And as with all things internet, you’ll need a way to track everything…..I suggest Google Analytics or Omniture.  The price is right for Google (free) but it will be more work and it is all about you and how well you keep up with it.  Omniture is your analytics assistant.  They will share with you information about your site that would take years to learn with Google Analytics.  They are not cheap but how important is your website to your business?  Invest wisely in your website and convert more website traffic into quality leads. 

I hope this helps someone.  Please feel free to ask questions in the comments and I will answer them.

Today we announced that CarsDirect has licensed ContactAtOnce! and is making it available to all dealers with their premium advertising package at no additional charge.   

If  you are already using ContactAtOnce! on your dealership’s website or another 3rd party site, and you use CarsDirect, ask your rep to get you hooked up.

If you aren’t using CarsDirect, give them a try.   From the release:

“CarsDirect has always excelled at connecting consumers shopping for new and used vehicles online with reputable dealers,” said Ken Potter, Vice President and General Manager of Automotive Sales and Industry Relations at CarsDirect. “Adding car dealer chat features to our rich portfolio of products and features makes it even more convenient for our users to ask questions and set appointments and as a result, we are delivering more qualified leads to our dealer partners.”

CarsDirect Screenshot Showing ContactAtOnce!

Many people are adjusting to this new technology called Twitter, an application that allows you to make statements in a 140 character block.  They actually limit what you can say per post.  Why?  Well, men have been doing this for years.  We listen just enough to find out if we are interested and then if not we cut you off.  Same with a lot of things.  Our country as a whole is impatient and wants information and answers quickly.  So why is Twitter so hot?  Well, people can pick and choose what they read and it’s quick.  Headlines to top stories with links that people can pick and choose if they are interested.  Dealers everywhere are using Twitter to drive traffic, promote sales, promote service coupons, etc….

No, I am not selling Twitter (it’s actually free).  What I want to bring to your attention is the success that Twitter is having is the same reason why chat is so great.  Based on a JD Power study, 80% of the people leave your website without contacting you by phone or email.  That’s not good because your goal is to have those people so interested that they call or email, right?  So with a country so busy with lots of questions, taking in information at incredible speeds, wouldn’t you think chat is a solution for your shoppers to get the information they are seeking? 

I speak to dealers all the time that say “I just don’t want all these people asking me questions.”  Well here is a message to owners of dealerships….Companies are starting to brand themselves by being the source of information for the community.  Forget your billboards, newspaper ads, and any other short lived very expensive advertising.  Become the source of information for your shoppers and target markets.  You may actually learn more that way also.  So instead of shutting off communication between the dealer and their shoppers why wouldn’t you open it up?  We say people buy from people they like, right?  Well one common theme I see while reading chat transcripts is that people are less defensive for whatever reason using chat.  So, if they are less defensive and you are informative and likable who do you think gets that shoppers’ business?

So how is Twitter going to change the dealer world forever?  People are now expecting things to be even easier than ever and if you are not making it easy you will seem like you intend on keeping it hard for a reason.  It’s not the day anymore where you are the only guy selling that car.  Someone can go online and buy from another dealer in a different state.  More dealers are internet savvy and cutting edge while you are still offering form leads, marking in big red letters CALL ME “RYAN” FOR INTERNET PRICE.  The world is changing but are you?  This is a time where you need to be watching the technology and asking how it can be used to sell more cars.

I sold 3rd party leads before and I sold some leads for as much as $26.95 each.  Yes they were better than most but they weren’t from your website and they didn’t come to you live ready to ask questions.  They were email leads that you still had to call and leave messages for and hope they called back.  Chat can cost less than $200 bucks a month which often equates to pennies a lead.  Heck there is free chat out there.  Dealers are selling cars off of it and using this as an opportunity.  You would be amazed by the results you get from just adding it to your site.  People have questions, they want answers, can’t pick up the phone, and don’t really want all the sales stuff and they can’t talk to you but the guy up the street with chat, he is already in a conversation with them while you got an email lead with a bad phone number.  Odds are you’re out!

Am I selling you my product?  Nope, well…. I will if you are interested.  I am selling ideas…..ideas of technology, ideas that will grow your business and help you sell more.  Ideas that make you step back from your situation and enter into your shoppers shoes.  Check your competitors websites and see what they are doing.  The moral of the story is… I don’t care what chat you use (that’s a lie) just use some chat.

Today I stumbled upon a nicely written post by Kevin Frye, eCommerce Director of the Jeff Wyler Automotive Family, entitled “Live Chat For Auto Dealer Websites - Good Or Bad?“.  Below is an excerpt:

Today’s modern consumer looks for instant gratification.  When it comes to buying a new car, or scheduling a service appointment, many folks will visit a local dealership’s website to get the information they need – and they often want answers now.  Why wait several hours for an email response when they can use the live chat tool to get the information they desire immediately?  It makes inherent good sense that the ability to speak with you online is a great tool to use on an automotive dealership website, but why did this service fail in its early efforts?

I encourage readers to check it out.  Add some comments too if you like…

Admin Comments:  In this video Brad Whisenhunt introduces himself and shares a little about his background.  Brad started his automotive career in Internet Sales and progressed rapidly to become the GM of a Ford store.  Having recently joined ContactAtOnce! in a sales role, Brad is helping his dealers use live chat to increase sales.

I’m sure we all will agree that the leads that produce your highest closing ratio are your phone up’s. When a customer calls your dealership you already know that they are looking for some sort of help. They might just need pricing information, incentive information or they’re checking the availability of vehicle they saw advertised on your site. It’s usually the easiest time to fact find, build rapport, capture customer information and set an appointment. The same importance needs to be placed on your chat up’s.

When a customer starts a chat with your dealership they are looking for the same answers as a customer who calls in. They just might be in a situation where it is not convenient to pick up the phone.  I’ve spoken to dealers who frequently miss numerous chat requests a month. When I ask why they’re missing the chats the answer is always the same, “we’ve been too busy to answer.” If I ask them if they’re missing phone calls the answer is usually no.

Typically, if the receptionist doesn’t pick up then the phone will start to ring to another area of the dealership. Everyone wants to make sure that those valuable phone ups are answered every single time.  If a chat up is just as important as a phone up why are they handled in two different ways?  Why ignore a chat request and why bend over backwards to answer the phone? If you are truly too busy to answer, there is a solution we call “rollover”. Ask us about it.

Don’t miss another opportunity to speak with a customer. More conversations with customers equal more opportunities to do business. If you start treating your chat ups with the same importance as your phone ups you’ll see an increase in appointments which will lead to more cars sold.

The following article that I authored was featured yesterday in the Dealer Digest Daily enewsletter.  It’s pretty basic stuff that most readers of this blog, by definition, already understand.  I decided to post it here, though, because so many sales people who are successful with chat have to occasionally re-justify it to their GM or GSM.  Hopefully the following succint points will prove helpful for those that find themselves in that position…

The bottom line is that 2009 is the year of chat.  If your dealership isn’t yet utilizing this powerful and inexpensive tool, the time to begin is now. If you’re not convinced, here are three reasons that should convince you!

Consumers Love It
It’s common knowledge that college kids and teenagers prefer text messaging, but did you know that the demographic most likely to contact an auto dealership via chat is a middle-class professional shopping for their next vehicle while sitting at their work desk?  Chat is better than a phone call because it is discreet (i.e. it can be accomplished from work without bringing attention to oneself), better than email because it is conversational and instant, and visual with indicators that clearly show when a dealership has someone available to answer questions (or not).

Dealer Tools Have Improved Markedly
Early implementations of chat required the use of an outside call center to answer leads – often because of technology limitations (i.e. the tools were too hard for dealers to learn and use).  Today’s tools are easy and convenient to use.  The evidence is that thousands are using chat to sell more cars today.  

Third Party Sites Have Embraced Chat
Recently Cars.com announced DealerChat, a feature now available at no additional charge to all Cars.com advertisers.  Cox Auto Trader’s Automart.com and CarShopSmart.com bundle chat too, as do over 50 other third party sites including many local newspaper sites.  This is significant because most shoppers start their search on third party sites and will chat with the dealers they find there.

One of the reasons so many car shoppers use chat to contact a dealership is the fact that chat is discreet - that is, chat allows them to communicate with the dealership without drawing attention to themselves. 

Looking at dealer weblogs one can quickly see that many shoppers do their browsing while at work.  It follows that, when at work, people are hesistant to call the dealership or be called because a phone call will likely draw attention and expose the fact that one is car shopping instead of working. 

Chat, on the otherhand, is just as discreet as browsing.  A shopper can get their questions answered and schedule a test drive appointment without drawing any attention to themselves.  Check out the following chat conversation transcript which is an actual conversation. 

Key tip - It never hurts to ask for a phone number but don’t be surprised if shoppers contacting you via chat are at work and unable to get on the phone.  Go ahead and close on the appointment or appropriate next step via chat.

Actual Dealer Chat Transcript

CHICAGO — Cars.com announced Wednesday that it is offering a free Webinar to discuss how dealers can reach more ready-to-buy shoppers and increase sales with online chat.

The free, hour-long event, “Chat Up Your Inventory: Leverage Chat to Reach In-Market Shoppers and Win the Sale,” begins at noon EST on Feb. 13.

“As car buyers near the time of purchase, they essentially have two questions about a vehicle they’re considering: ‘Does its condition match the description?’ and ‘Is it still available?’” noted Kathy Kimmel, Cars.com manager of automotive consulting and dealer training.

“Many of these same customers, though, prefer to get this information through online chat rather than an e-mail or a phone call. Dealers who can build rapport and earn the prospect’s trust during the session increase their odds of winning the deal,” she added.

Kimmel, who has more than 15 years of automotive industry experience, will lead the session. She will be joined by panelists Steven Golding, of Bay Family of Fine Cars in Panama City, Fla.; Andre Johnson, of Rothrock Chevrolet Lotus in Springfield, Pa.; and Ed Parkinson, of ContactAtOnce.

Attendees will receive tips on how to:

-Use chat as part of their Internet sales process.

-Answer shoppers’ questions.

-Build relationships to obtain car buyers’ name and contact information.

-Encourage shoppers to set and keep an appointment.

-Follow up with prospects until they buy a car.

Cars.com launched DealerChat last month at the annual NADA Convention & Expo. The functionality is available at no additional cost for franchise and independent dealers using a Cars.com advertising package. Dealerships interested in adding DealerChat should contact their Cars.com sales representative.

“Since we began our pilot program in December, more than 2,500 Cars.com customers have implemented DealerChat with their online listings,” Kimmel said. “Not only have we heard great stories about how many vehicles they’ve sold, but dealers also tell us that e-mail and phone inquiries remain steady.”

Dealers interested in attending the Webinar can visit http://dealers.cars.com/live, where they can register or view archived recordings of past events.

I was sitting at my desk trying to find contact information for a bill company I use.  Searching, searching, searching, I find that they offer an email but no phone number.  What does this say to site visitors?  We like you but don’t really want to talk to you? 

When I visit a site the first thing I look for is contact methods, how many times it’s posted, information, and terms.  Companies tend to hide the terms and contact methods but are willing to offer all kinds of other information.  Doesn’t make sense.  If I can’t communicate with you and know you will be there I don’t want to do business with you. 

I remember a few years back my friend paid for an attorney.  The guy was the most difficult guy to get in touch with.  He would leave messages and emails all day and would not get answers for weeks.  The attorney didn’t “get it” - if you are offering a service, show people how easy and convenient it will be to do business with you. 

If you are not in sales but are a support site this could be even bigger for you because your phones ring off the hook.  Start pushing people to chat and you can handle 3 or 4 chats at a time and not have people waiting on hold for long periods of time. 

Dealerships…I can’t tell you how many dealers I call every day.  I can tell you, however, that every day I call a dealer who is having problems with their phones or it just rings or I am put on hold and sit there forever.  I can promise you that the only people waiting that long are the people that are trying to sell you something. 

Chat can solve so many problems but in the big picture it is a reassurance.  Mr. Site Visitor we welcome your questions and would be glad to assist you today.  Better yet, after you buy the car, you can still chat with me when you need new floor mats or that missing key cut.  That makes a lot of sense.  That is convenience!

Please take your time and research chat, think about all the different ways you could utilize chat on your site.  Not only will your team like it but the site visitors attitude will change completely.  I see it every day.