5 Tips for Ensuring Your Interactive Experiences Run Smoothly
Your dealership’s website is a magnificent vessel for lead capture. However, setting up a form on your website and hoping consumers will inquire about more information really doesn’t work anymore. Consumers don’t want to just inquire about more information – filling out their contact info and waiting for someone to reach back out to him. No, they want on-the-spot information that’ll help them make purchasing decisions quickly and efficiently – preferably without having to talk to anyone (at first anyways).
Here’s the thing though…. It isn’t enough to just set up an interactive experience on your website (ex: Trade Appraisal or E-Price tool). When you first step up your interactive experiences, you need to determine what your overall strategy is. What results are you looking for, and what steps are you going to take to get those results? It takes a bit, but taking the time to think about the process will get you the results you’re looking for.
Here are some tips for making sure the interactive experiences on your website run as efficiently as possible:
Know What Prospects Are Doing
When it comes to implementing interactive lead capture, you need to have a solid understanding of how your consumers are reacting to your platforms. Your website absolutely needs to be able to report back to you all the pages the prospect viewed and for how long.
“When the lead is delivered into your system, lead scraping lets you know about all pages your consumers visited, as well as the length of time they were on those pages.”
Not only does this type of information help you to better understand your prospects, but it can help with face-to-face interactions as well. This can be accomplished with “lead scraping.” When the lead is delivered into your system, lead scraping lets you know about all pages your consumers visited, as well as the length of time they were on those pages.
Adapt and tailor your content in real time
As your prospect maneuvers throughout your website and visits different pages, the content and offers should adapt to what the prospect is interested in. One of the major ways this can be done is through the use of adaptive side bars and banners. Adaptive sidebars and banners serve relevant ads to consumers as they explore your dealership’s website.
“As your prospect maneuvers throughout your website and visits different pages, the content and offers should adapt to what the prospect is interested in.”
Your website tracks the pages your consumers are frequently visiting, and that data is then automatically used to serve ads that would logically be best suited for that consumer. For example: If a consumer has been frequenting the “Trucks” section of your website, sidebar and banners for “Trucks” (or perhaps a next logical step – like a Test Drive), will be served to that consumer. This type of predictive automation helps drive consumers further down the funnel, and hopefully into a new lead.
Incentivize Consumers with Valuable Information
Human beings possess a natural curiosity about themselves and the things around them. They’re especially curious about the things they think they might be missing out on. Take advantage of that natural curiosity by extending value and offers that are only displayed after prospects provide you with their information. ROI Calculators, Product Fit Assessments & E-Price discounts give consumers the opportunity to obtain valuable information that would help them either choose the right vehicle or help them save money.
Avoid Static Forms
“Contact us” and other usages of a standard lead form is NOT a web conversion strategy. Why? Because most consumers view the standard lead gen form as a “trap.” They know if they submit their contact information, they’re going to be contacted – and their thought of “being contacted” is often a barrage of phone calls and emails.
“Most consumers view the standard lead gen form as a ‘trap.'”
Instead of a static from, interactive experiences can entice a prospect to willingly giving up more information about themselves, rather than hoping they enter info to be called by a salesperson. Here’s an example of one of our own interactive experiences.
Provide Consumers with Catered Results
Each consumer that visits your dealership’s website has different wants and needs. That said, they expect to receive different types of customer service depending on what it is they’re looking for. Your interactive experiences should adapt to take different paths depending on the answers they give.
“Your interactive experiences should adapt to take different paths depending on the answers they give.”
For example: If a consumer goes through an assessment to see what type of car they should drive, their answers should dictate the final result – and it should be different than another consumer’s. Not only does this give you better information (about the consumer), but it gives the prospect a tailored end outcome – like an offer or a recommendation. In a nutshell, people like personalization because it allows for easier decision-making.
Whether you leverage all or only some of the tips provided, it’s clear that you’re taking a step in the right direction. The key takeaway from all of this is that your dealership should do more to keep your consumers satisfied. Whether it’s providing value information (a trade-in or e-price), supplying an offer catered specifically to them, or simply analyzing visitor data, the ultimate goal (for your dealership) is to learn more about your consumer base and provide a better experience to them in the long-run.