In this episode of Marketing Matters, Colin Carasquillo, Digital Marketing Director at Nielsen Automotive Group, sheds light on a critical yet often overlooked aspect of dealership management—your website. While many dealers set up their websites and assume all is well, Colin emphasizes the importance of regular audits to prevent costly errors, enhance user experience, and boost conversions. Learn why making your website “grandma-proof” and staying proactive is essential for thriving in today’s increasingly digital automotive market.
Key Takeaways
1. Regularly auditing your dealership’s website ensures everything from links to inventory listings functions appropriately. Carasquillo warns that neglecting this can lead to broken elements, which frustrate users and drive them away.
2. Carasquillo also advocates simplifying the website to make it easy to navigate for everyone, even less tech-savvy users. He asserts, “If your grandma can easily complete tasks like finding a vehicle and building out payments, chances are your customers will have a seamless experience, too.”
3. Dealers should analyze which call-to-action buttons generate conversions and constantly test different options to optimize performance. What works for one dealership may not work for another, and Colin stresses the need to dial in your strategy based on your market.
4. While many providers offer cutting-edge tools and features, Carasquillo cautions dealers about overloading their websites with too many widgets and pop-ups, as these can interfere with the customer journey and reduce engagement.
5. Regularly testing phone numbers and ensuring proper lead routing is essential. A small mistake, such as a misdialed number or an incorrectly set up form, can lead to missed opportunities and lost customers.
"Don't let your website be out of sight, out of mind. You need to be on there auditing your website regularly. It’s great when technology works, but when it doesn't, it's not so great anymore." – Colin Carasquillo
