Strathcom Websites & MotoInsight Retailing: The Perfect Combination

Banner depicting the Strathcom and MotoInsights logo on the left; and the phrase "Redefining Digital Retailing, Together" on the right

Making your dealership relevant in the world of digital commerce is more important than ever before—and making a website is only half the battle. At Strathcom, we’re always developing new online solutions for your dealership to take advantage of in addition to our responsive websites. That’s why we’re partnering with MotoInsight to bring you and your customers the most integrated website and digital retailing experience in the automotive industry. 

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Recommended for You

If you have ever shopped on sites like Amazon, eBay, or Expedia, you are likely familiar with the concept of recommendation marketing. However, you may not know just how effective this type of marketing is. In fact, Amazon’s recommendation engine generates 35% of their revenue and according to an article on Fortune.com:

“Judging by Amazon’s success, the recommendation system works. The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time last year. A lot of that growth arguably has to do with the way Amazon has integrated recommendations into nearly every part of the purchasing process…”

Cropped photo of man using credit card to make payments Recommendation marketing is essentially upselling 2.0. Companies like Amazon, Expedia and Netflix track what you view and use an algorithm to determine which additional items you are likely to purchase/watch. A humorous example of this is the drug dealer example; when someone looks at a scale on Amazon, Amazon recommends a vaccuum-sealed storage container, rolling papers, and a spice grinder because these are items that are frequently purchased together.

How can auto dealers incorporate recommendation marketing?

One way is Dynamic Remarketing. This type of remarketing shows potential buyers ads based on the inventory they viewed on your site. For example, if someone viewed a Ford Explorer, you could show them ads for some other Ford Explorers in your inventory or other models that people tend to also look at; like the Edge, for example.

Another way is Website Personalization and Geo-Fencing. With these tools you can set rules that change the images, messaging and CTA’s on your site based on where the user is located and/or which pieces of inventory they viewed. If the user is a student at the local university, you can recommend vehicles under $10,000, for example.

young people view car ad

A third way is with lookalike audiences on Facebook. Lookalike audiences are when your CRM list is uploaded to Facebook and Facebook advertises to those that share similar characteristics to your current customers. Similar to how Netflix recommends shows to you based on what your Facebook friends watch.

If you want to get started on recommendation marketing or would like to learn more about any of these tools, drop us a line or subscribe to our newsletter!

Website Personalization

personalized starbucks cups

As a millennial, I can admit that I come from a generation of people that like to feel recognized. Afterall, we are the Netflix-watching, Starbucks-drinking, everyone-is-special generation. If you don’t believe me, here are some stats:

  • According to a study by Janrain, 74% of people get frustrated when websites have content, offers, or ads that have nothing to do with their interests.
  • 62% of people under 34 years old are willing to share their location for more relevant content.
  • 40% of consumers will buy more from a retailer that personalizes the shopping experience across all channels.

You might be thinking that these are just a bunch of random percentages and that just because millennials generally shop this way, doesn’t mean you necessarily have to sell this way.

homer

But consider your own experience. Don’t you like being able to have your own, separate Netflix account so you don’t have to dig through the programs your spouse, friends, or your kids watch? Don’t you appreciate it when Amazon shows you the products they know you will be interested in? I don’t know about you, but I appreciate it when companies make things easier for me.

At Strathcom, we know that personalized content is something your potential customers want. This is why we developed our website personalization tool. This tool keeps track of the pages your visitors look at so next time they visit your site they are shown content relevant to their needs.

With our website personalization tool, you are able to customize the image, the video, the messaging, and the calls-to-action based on the inventory viewed by each individual user. If they are a student looking at vehicles that are at a lower price point, you can change the image or video to a small car and the messaging to “check out our vehicles under $10,000”, for example. Or if they are a lawyer looking at more high-end, luxury models, you can change the image to a video slider that showcases luxury details. Since these visitors likely aren’t as interested in special offers as they are in showing up their neighbours, you can change the messaging to “only 2 left in stock” to utilize their fear of missing out.

This is just one of the ways we can personalize your site. For more information on our other tools such as Notepad, Geo-Fencing, and Silent Salesman, drop us a line at info@strathcom.com  or subscribe to our newsletter!

Hurry and Read This Blog Post – It Won’t Be Available Much Longer!

Act Now! This Won't Last Long!

We all know that companies use these tactics to try to get us to act on a sale, and we do! We all know that 99¢ is really $1.00, but it works! Our brain tells us we need to act before it’s too late. Marketers are using our own instincts against us, and there is nothing we can do about it!

reptilian brainIt all has to do with the Reptilian brain, millions of years of evolution, and a time when not getting that meal when the opportunity arose could mean death. It’s not that dire anymore, but we still have the faculties that cause us to make decisions based on urgency and abundance. I could talk about this for hours, but instead I’ll refer you to influence: The Psychology of Persuasion by Robert Cialdini and Neuromarketing by Patrick Renvoise, two great books that teach you how to use those faculties to your advantage.

One way Strathcom has incorporated this into our new website platform is a tool we call Silent Salesman.

When a user goes to the VDP (Vehicle Detail Page) of a vehicle they are interested in, they will still be met with the standard photos, description, pricing etc., but now they will also see how many people have viewed that vehicle and how many inquiries have been made on that vehicle. The more interest that is shown in that car, the more the user is going to want it. The more inquires the user sees for that car, the more it will trigger the reptilian brain to act in fear of missing out. It seems like a small feature, but it has tons of power.

silent salesman image

This is just one tool that Strathcom can add to your toolbox to sell more cars. If you’d like to know how you can enable the Silent Salesman tool on your website, drop us a line at info@strathcom.com. Sell more cars before the customer ever walks into your dealership!

Geo-Fencing vs Geo-targeting

geo-conquestingThe terms Geo-Fencing and Geo-targeting, are increasingly being used, but are not clearly being explained and differentiated. We decided to shed some light on these two similar, but distinct terms.

Definition of Website Geo-Fencing
Geo-Fencing is essentially a virtual perimeter that you can draw around any location on a map to deliver dynamic content to visitors – it is a form of website personalization.

Great! So, Geo-Fencing = personalization. So, what does this mean for dealers? This means that dealerships can generate personalized content in real time based on where their visitors’ IP addresses are registered. Since we know where your visitors are physically located, we can leverage this information to provide visitors with personalized videos, photos, text, and calls-to-action that are relevant to them. This will ultimately provide your buyers much more value from their visit.

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Notepad

Head on over to your site and take a look around. Have you ever wondered how your site traffic finds what they’re looking for? Today it is all about efficiency: how quickly something can be done, with as little pain as possible. (Hello, Keyless Go!) But wait – what about customer service? Isn’t buying a car supposed to be a memorable experience with the best team of people helping you out every step of the way?

Coffee cup and notepad with pen on wooden tableAs you are probably aware, the journey to purchasing a vehicle starts way before the customer walks through the door. How is your dealership supposed to make that first impression and keep their interest? Why not start with your website?

Introducing Notepad! Strathcom has recently created a whole new level of options to help your dealership hold the attention of the valuable traffic coming to your website. The Notepad feature combines the best of both worlds, creating efficient customer service.

Add Notepad into your site, and users will be greeted with a small tracker that automatically tracks which vehicles they are looking at. Why do we say this is the best of both worlds? Because we do the work for the user! With no login necessary, your potential customers aren’t distracted from their main focus – your inventory! From there, your site will keep track of which cars the user has shown interest in; plus it gives them notifications of price changes! And finally, next time the user heads back to your site, Notepad will be there to remind them of the units they looked at last time so they don’t have to start at square 1. If the car has been sold since the last time they visited your site, Notepad will automatically remove it.  It’s quick, easy, and ever-so-painless!

Notepad is just one of many great tools that Strathcom is now offering. So sit back and let us take care of the heavy lifting!

For more information on Notepad and our other website personalization tools, give us a call today or subscribe to our newsletter.

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How Dealerships Can Use Urgency to Increase Website Conversion

Act now! Hurry! Low Stock! Only a few items left!

Creating a sense of urgency during the sales process is a common practice in marketing, but is very underutilized in the automotive industry.

Take a look at your current website and ask yourself, am I creating a perspective sense of urgency that encourages potential customers to buy now? Are your customers aware that if they don’t act promptly, they may lose their chance to buy the product, or to benefit from the promotional offer? This practice works well, if executed properly.

Here’s how you can generate a sense of urgency to increase your sales and online conversions.

Provide Availability Information

Dealerships have a great opportunity to use the scarcity effect on their websites.  When an item is perceived as being limited, the desire to have that product will increase due to the inherent fear that people have of missing out. Leverage this by providing instantaneous alerts on inventory and let customers know when the stock level is low.

Scarcity can help improve your conversion rates

Integrate a Timeline on Your VDPs

This week only! Exceptional price! You have 3 days and 4 hours to take advantage of this offer! Add a countdown to your VDPs to remind users that your offers are temporary and perishable and that they should buy before the end of the countdown to take advantage of your deal.

The search results on Expedia’s website prominently displays a “Daily Deal” function with a timer. This fuels the urgency and encourages visitors to act fast!

Use limited time offers to increase urgency in your ads

Show Off Your Vehicle Popularity

Show visitors the popularity of your vehicles. The popularity of a product decreases consumer uncertainty and increases demand as a result. When an item is perceived as being popular, the desire to have that product will increase.

  • “15 people are looking at this SUV”
  • “10 people booked a test drive in the last 48 hours”

Using scarcity in your ads can increase conversion rates

 

Creating a sense of urgency doesn’t need to be complicated. If you have a website with Strathcom Media, you will have access to the tools that can achieve this for you. The result? An increase in your customers’ confidence levels in your product, and the creation of a sense of urgency that will successfully spur people to convert their interest into a purchase. What are you waiting for? Join companies like Amazon and Expedia and start creating conversion producing urgency now!

Does Your Dealership Have a Behavioural Exit Intent Strategy?

Bounce Recovery – Convert More Users before They Leave Your Site

It’s a well-known fact that most users coming to your website don’t convert. Whether it’s because they are just starting to consider upgrading their current vehicle or simply researching what the latest tech features are, they are not always likely to fill out a ‘book a test drive’ form.

So if you’re spending all this money to make a kickass website with unique content, real photos of your inventory, how-to or introductory videos the latest and greatest auto features, what are you doing to convert all of those users before they leave your site?

Enter Bounce Recovery! Our Bounce Recovery technology will learn what your users are doing on your site and detects “exit intent”. We don’t target these customers with gimmicky offers and creative. We target them with relevant manufacturer incentives and price updates on new and used vehicles. We create offers that are designed to look and feel like your website, and at the end of the day, generate a lead that you may have otherwise not received.

Bounce Recovery2

How does this tool work? Every month we will take care of updating the manufacturer incentive and on top of that, we will also take care of updating your customers via email when the incentive changes each month.

This is a simple solution that requires no additional effort on your part. It can integrate with your CRM, is CASL compliant, can be used to create different messages for different pages, and it can be used for New, Used and Fixed Ops. It will grow your database and give you another opportunity to reach out to prospective clients who may not realize that there’s a new incentive that comes out every month.

Here is an example of what your potential customers could see in their inbox at the beginning of each month with the new incentive:

Bounce Recovery3

If you’re ready to start converting some of those users who are leaving your site, then give us a call so we can start helping you to build up your client list and generate more leads!

New Findings Show What Customers Really Want When Searching Dealer Inventory Online

Colour choice is vital for car buyers

Does your dealership emphasize colour choice when listing a new vehicle online? Despite our roads largely being populated by ho-hum silver, black, or white cars, the folks at Cobalt Digital Marketing have discovered some surprising customer preferences about the importance of those otherwise modest shades.

 

Although the venerable Henry Ford had no trouble selling 15,007,034 Model Ts (as long as they were painted black), today’s car buyers value colour choice much more than you think. Well paint me rosso corsa red and call me Ferrari!

 

According to a Cobalt survey, every single shopper wanted to search by vehicle colour before filtering by price, discounts, transmission type, or any other options. In contrast 63 percent of dealers thought the number one factor for customers would be price, and only 26 percent picked colour as a top priority when browsing a vehicle inventory.

 

So what does the data tell us? Colour needs to be an easily filtered option in your vehicle inventory search results.

 

This is where Strathcom can help you make your competitors green with jealous rage. Our Responsive Website Platform can be configured to filter by colour—and of course all other standard inventory features.

Strathcom Responsive Web Design

Whether customers are using a smartphone, tablet, or dusty old PC circa 1990, our Responsive Websites will make it speedy and simple for your clients to search for the ideal new car in their hue of choice.

 

Can your customers currently filter through vehicle inventory by colour? If you’re interested in transforming your customers’ search experience into an easy paved road, contact us. We’ll help you increase site traffic and sales, making abandoned clicks a thing of the past!