Putting yourself in the Shoes of your Customer Andrew Gordon Andrew Gordon | DealerScience | Founder / CEO | Andrew@dealerscience.com

Background Andrew Gordon Mechanical / Computer Science Engineer Third Generation Honda Dealer – Weymouth Honda Founder/CEO of DealerScience

Outline Parallel concept of digital retailing Showroom process on your website Lead generation and actionable ideas to improve your website Generate ideas throughout this presentation Focusing on ideas that will create conversion

We are too Close We are all familiar with the automotive industry and terminology but it isn’t until we take a step back we realize we are confusing our customers

Something we are not familiar with

What’s important when buying a washing machine? Top or front load Size of unit Capacity size Efficiency Features Price

What’s important when buying a washing machine?

Doesn’t show in alphabetic order No particular order – highlights best reviews

Details Page

Amazon SERP

Full inventory page

Vehicle Details

Our websites are not mirroring our showroom What would we do with a customer if they came in your showroom?

If your Website was your Showroom Click on new car inventory = Taking a customer to the inventory lot They decide on a model = You show them every available trim They ask for a special = you show them a national special Inaccurate estimated monthly payments APR – MSRP Live chat New car specials page = Every car is a special

If your Showroom was your Website Chat stays in the window Specials on inventory in stock Lease, Finance and Buy Specials Useful payment calculators Not excluding options if they aren’t in stock Informational pages on each vehicle models Ability to compare model features and prices

Customer vs. Dealership Language MSRP I-4 cyl Stock # Sticker Price Fee’s and Taxes Trade in Down payment Customer: How much will I be paying per month?

Subtle Lead Generation Do you qualify? – Send me the Carfax – Lowest published price – Check if I qualify for additional incentives

Search Results Page Major vehicle features highlighted Sale price Minimal technical terms Sale price Brief customer friendly description Ratings / reviews Lease / Finance payment Locate – reasons to get in touch Filtering – targeted lists

Vehicle Details Page More descriptive information – but not everything Multiple calls to action Get best price Show me the Carfax Lowest advertised Price Incentive to lock in deal for information Available for delivery by: Urgency without pushiness

Important Details Home page reflects personally and value to the dealership Chat stays in the same window Specials page should have current lease and buy specials on inventory Vehicles should be sorted by a specific default (price/rating/popularity) Landing pages for info on each model rather than all new inventory Default pictures for new inventory Useful payment calculators

Thank you! “Give Customers the Ability to Feel like they are in Control, while Maintaining Control in the Dealership”

CONTACT INFO Full Name: Andrew Gordon Company: DealerScience Job Title: Founder/CEO Email: Andrew@dealerscience.com Share an important takeaway you received from this session using hashtag #DD19 for a chance to win an iPad