Car Dealer Website Data During COVID-19<\/h2>\n\n\n\n
First off, organic traffic has taken a dip since last week overall, but it largely matters where you are and what your business specializes in.<\/p>\n\n\n\n
Areas that are heavily affected by the virus, the \u201chot spots\u201d that we hear about, have been hit the hardest. While\u00a0general\u00a0online traffic and usage\u00a0are up overall\u00a0in these areas, an overwhelming percentage has been consumed by coverage of the Coronavirus. These areas are somewhat in a panic, leaving less active car shoppers to peruse the net, meaning car dealership traffic has dropped. You can see this from a California dealer below.<\/p>\n\n\n\n
In terms\u00a0of dealership types that are most affected, import and luxury dealers have seen steeper declines than domestic and independent dealerships. But, these also fluctuate depending on the region.<\/p>\n\n\n\n
At the same time as the decrease in traffic, overall leads have slowed down as well. Mirroring the above, the more\u00a0directly affected by the virus\u00a0the dealership region is\u00a0the greater the effect on leads.<\/p>\n\n\n\n
Create Site Messaging to Address COVID-19<\/h2>\n\n\n\n
While dealer traffic is fluctuating, consumers are still out there. And with foot traffic not allowed, your website and online sales strategy are more important than ever.<\/p>\n\n\n\n
The first thing every dealership must do to make its online presence trustworthy is to create messaging around COVID-19.<\/p>\n\n\n\n
At\u00a0DealerFire,\u00a0we proactively approached our clients on this immediately. At the very basic level, your website needs to\u00a0tell consumers\u00a0what you are doing to address the situation on several levels.<\/p>\n\n\n\n
- What are you doing to clean the dealership and the cars?<\/li>
- Are you open? If not, is your service department open?<\/li>
- Do you offer an online test drive and sales component?<\/li><\/ul>\n\n\n\n
The messaging of all of this should match your brand.\u00a0Whether it\u2019s a homepage slide, announcement\u00a0bar, custom landing page, or on-site video, make it personal and unique to you. Every dealer has some messaging up. This is a chance\u00a0to make consumers feel comfortable with you and your process of selling them a car during an uncertain time.<\/p>\n\n\n\n
Once again, messaging is key here, as people want to know that anyone who is in and around their car hasn\u2019t put them at risk of infection. Opportunities\u00a0arise to tell a story and set your brand apart as caring and professional.<\/p>\n\n\n\n
Update Your Google My Business Page and Social Media Accounts<\/h2>\n\n\n\n
Your Google My Business (GMB) page really operates as a \u201cmini-website.\u201d Whether you are aware or not, your GMB page generates a ton of\u00a0on-site and off-site traffic. Therefore, this is another place where your response to COVID-19 should be front and center.<\/p>\n\n\n\n
Things you should be doing to make sure GMB is giving consumers updated and relevant information:<\/p>\n\n\n\n
- Google Posts on the status of your business (Showroom Open? Service Center Open?)<\/li>
- Google Posts on your online shopping options<\/li>
- Update hours<\/li>
- Update services<\/li><\/ul>\n\n\n\n
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