If you suspect that your website’s setup is hindering your showroom’s performance, all is not lost …yet. Keep reading as we dig into the most popular reasons why your website design is failing you and the steps you can take today in order to turn it around.
1.Your Top Navigation is in a Tangle
While cruising your website, the top navigation bar acts as a visitor’s GPS, it should provide straightforward directions to the information they’re seeking with each dropdown click. If users can’t logically find what they’re looking for within a few seconds, poof! They’ve gone elsewhere.
Set Clear Directions for Your Visitors: If you have more than six or seven menu options lining your top navigation bar, you need to do some editing. Focus on only including your dealership’s main services at the top of this hierarchy and make the dropdown pages underneath each one no more than three levels deep.
2. You Have Underlying Content Problems
Because of the incredible role that content plays in the eyes of Google (and in the hearts of your customers), if you feel like your website is stalling out, it definitely pays to evaluate its content.
Content Quantity and Quality: Do you have at least 300 words on each page of your website that provides users with helpful information about the page they’re on? If you don’t have 300 words to say, don’t push it, but do make sure you’re answering common questions that visitors have about the purchase process and how your services cater to their needs.
Content Scan-ability: In most cases, people don’t come to your website to read, they come to scan. Even if they’re looking to learn more about your dealership or a specific vehicle, it shouldn’t be a challenge to get through. Break text up into short paragraphs (no more than 80 words each), bold important information, and provide headings throughout that summarize each section.
3. The Mobile Version of Your Site Needs Attention
According to J.D. Power’s 2015 U.S. New Autoshopper Study, more than half of new car shoppers use mobile devices to advance their vehicle searches.
If your dealership’s website design isn’t responsive (able to adapt to different screen sizes), you’re missing out enormously! Beyond flipping the responsive website switch, your mobile website experience should differ from your desktop website version's. That’s the major difference between being a dealership that goes mobile friendly and one that’s a mobile friendly go-getter.
4.You’re Not Using Analytics
Don’t operate your website based on hunches. Using an analytics platform, such as Google Analytics (GA) is the most accurate way to measure and track your website’s performance. Google offers free training courses and the platform itself is free for businesses to use.
Once you have GA set up, you’ll be able to better evaluate what parts of your website are doing well and capitalize on them as well as identify roadblocks or issues, get them fixed, and see the numerical impact via increased traffic, the time users spend on certain pages, and more.
Give Your Website a Much-Needed Tune-Up
Today, your customers spend more time on their devices than ever before and your website is the biggest opportunity that your dealership has to reach them.
We hope these tips helped give you some website redesign fuel. For a specific diagnosis of your website’s snags, chat with a website provider that specializes in supercharging the car buying experience. Talk to FullThrottle today.
Best of Luck!
Jenny Prikockis is an Inbound Marketing Copywriter at FullThrottle.