Conversion Rate Optimization for Auto Dealership Websites

Buying a car used to be a strictly in-person experience. Consumers went to the dealership lot to scope out vehicles and get the information they needed from a sales professional. However, modern car buyers are increasingly relying on the internet to get information about their prospective automobile purchases—and are even buying online.

Consumer research shows that 71% of car buyers plan to take an omnichannel approach for their next purchase, relying on both online activities and in-person dealership visits. In 2023, 7% of car buyers completed all steps of the transaction online¹.

But there’s a catch: research also shows that consumers don’t always enjoy browsing a dealer’s website². Given the increasing interest in online buying and the dissatisfaction with the quality of the experience, it's more important than ever for automotive dealerships to ensure their websites are user-friendly and contain the information consumers need. Discover some steps you can take to make sure your dealership website can keep up with the competition below.

10 Steps for Optimizing Your Automotive Dealer Website

There are a few key components to consider when updating your car dealership website, including the design, content, and overall user experience. Here are some of the most important considerations to keep in mind.

1. Incorporate a Clear Navigation Menu

The navigation menu at the top of your website should be easy to find and clearly labeled. If someone goes to your website's homepage, will they know where to click to get the content they're looking for? You can also add a search function to your menu, so people can scour the website's content to find exactly what they're looking for.

2. Ensure a User-Friendly Design

A navigation menu is just one trait of a user-friendly website. Additional things you can do to improve your platform's UX design range from deleting unnecessary or distracting buttons, to getting rid of defunct content. Also consider visual elements. Is the text big enough to read easily? Is there sufficient white space, so that the page doesn't look cluttered? Is it easy to find a contact form? Look at your website as if you're a first-time user.

3. Keep Your Content Up to Date

Outdated content can be frustrating for website users. Make sure everything on your website is current and valuable to visitors. For example, time-sensitive deals and promotions need to be removed once they expire, or you risk a disappointed customer. You also want to make sure any inventory listed online is updated with a comprehensive vehicle details page. ACV Max's inventory management suite can help.

Adding educational content about your inventory and other topics of interest—like auto maintenance or financing—can also keep potential buyers engaged with your site. Just make sure you’re adding high-quality content on a consistent basis, whether it’s informative videos, blog posts, interactive features, or FAQ pages³.

4. Invest in Quality Images

Images and visual aids make it easier for buyers to compare inventory. If they don't see pictures, prospective shoppers may click away from your website without giving it a second glance. Provide clear, high-resolution images that accurately represent the vehicle. You may also want to include labeled diagrams highlighting specific functions and features.

Video can also be an asset. For example, a video tour can be an effective way to showcase a car's interior and is more engaging than a still image.

5. Add Comparison Tools

Buying a car can be an overwhelming experience. Consumers need to compare lots of stats, from a vehicle's miles per gallon to trunk storage capacity. Make it easier for them by incorporating a car comparison tool. A wish list function is another nice perk, allowing buyers to keep track of the vehicles they like.

6. Incorporate Clear Call to Actions (CTAs)

A CTA directs a buyer to take a specific action and can help them move easily through the car buying or researching process. For example, an info page about a certain vehicle may include a button to check the price. Stick to one or two clear callouts.

Avoid CTAs that turn buyers off; shoppers have been shown to be sensitive to pushy or aggressive language and may avoid buttons with words like "buy" on them². Instead, use a CTA like "schedule a test drive" to get someone into your sales funnel.

7. Add Testimonials From Happy Customers

If you have a roster of satisfied customers who have used your services in the past, incorporate them into your car dealership website. While you don't want to overwhelm the page with endless praise, including just a few quotes—for example, in a carousel-style slide show on the landing page—can be helpful. You can also ask people to leave reviews on social media, Google Reviews, Yelp, or similar platforms.

8. Incorporate Artificial Intelligence (AI)

AI chatbots can be a useful first point of contact for customers if they visit your website outside of your dealership's opening hours. Follow up with any online inquiries that come in when you're closed first thing in the morning. You don't want to replace your sales team with bots, but this tech can help support their success.

9. Optimize for Search Engines

Creating a useful, well-organized website is just half the battle. Next, you have to drive traffic to your platform. Search engine optimization (SEO) can help. Basic SEO tips include adding page titles, updating your page's meta descriptions, and incorporating keywords that are relevant to your industry and target audience⁴.

10. Make It Mobile-Friendly

Many people now use their phone or tablet to surf the web. Make sure that your website looks good and functions not only on a desktop but also on smaller screens.

Google considers mobile accessibility in its SEO rankings—and they’re the source of 60% of automotive searches⁴. The search engine giant predominantly uses the mobile version of a website's content to index and rank sites.

Optimize Your Dealership Website With ACV Max

Last but definitely not least, you want to make sure your dealership website reflects your unique brand. That is what is going to make you stand out from the competition. From the graphics to the type of language you use, make sure the website is true to who you are as a dealership.

Ready to upgrade your website? ACV Max's digital inventory management and marketing technologies can help. Learn more by setting up a helpful demo.

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