Cobalt and Yahoo recently released the 2007 Dealer e-Business Performance Study and it is worth the read for sho. The survey illuminated that one of the major weakness of automotive websites is that users were looking for more information on a site, saving them from endless searches. Who can blame them. Why not provide a variety of information on your dealer site instead of making users go back to the search engines. Who knows maybe they will end up buying a car from your competitor. So I did a little digging and found a few car dealer websites sites that are giving the people the info they need. Let's take a look at one.
Park City Ford, a Fairfield CT Ford Lincoln Mercury dealer is a good example of a dealer website that is giving customer's exactly what they want in one place. I like the fact that this dealership has decided to display reviews right on the site. It is easy for a user to read about their favorite vehicles and then check the dealership's inventory. The site includes an FAQ section which has information on a variety of topics to assist car buyers. This website also has a valuable build research tool that lets a user find a car within their budget range and then customize the vehilce that they are interested in.
This dealership's website has a great start on giving customers all the information they want in one location. How about your dealership? Are you loosing customers that go back to the search engines for additional information instead of staying on your site and submitting a lead. Or is your site giving your users exactly what they want and saving them form 2 hours frustration and a case of search engine fatigue?
