Does your digital storefront come with an A-Team?The right mix of software systems and media platforms, including the industry’s only complete digital storefront, is essential to your dealership’s success. But to develop a digital strategy that actually brings in buyers, you have to go beyond technology—way beyond.

You need an A-team filled with industry experts to guide you along the way, because it takes real experience and real skill to get real results. Our team of experts is making it happen for dealerships every day, and they’ve compiled a list of pro tips based on their years of experience working within the industry.

Katie WilkinsBoundary Pusher

Innovating dealership technology for a decade.

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ACTIVELY manage your brand reputation online by

monitoring reviews, increasing review volume, quickly

identifying problems, and responding to negative feedback.

85% 1 of consumers trust online reviews as much as

personal recommendations and companies that respond to

those reviews see an increase in volume and score.

SOURCES1 https://www.brightlocal.com/research/local-consumer-review-survey-2017/

2 FCA test observed a 146% increase in CTR for that same placement, conducted August to September 2017 and included 34,868 visitors.

3 A/B test comparing New Arrival Vehicles vs. Recommended Vehicles on the homepage, conducted December 2016 - January 2017 and included 21 sites and 11,281 visitors.

KEEP vehicle detail pages clean and make the car the star of

each page. Clearly feature package and option information

along with pricing and reviews. Most importantly, let the

customer start the deal online to drive conversion.

PERSONALIZE the buying experience according to each

user’s prior shopping behavior. Use Cox Automotive data

and insights to show relevant information, which drives

2-2.5x 2 higher engagement and a 12% 3 lift in inventory

lead conversion.

Noah LeeProduct Power UserHelping dealers maximize their

technology investments.

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TAKE advantage of the integrations across Cox

Automotive. If you have vAuto and you advertise

with Dealer.com, ask to utilize the vAuto inventory

integration with your paid search to maximize click

through rates and aggressively advertise your vehicles

that are competitively priced. If you have VinSolutions,

ask your performance manager to activate VinLens

which gives you real time information on the behavior

of your customers so you can customize their

experience before they come into the dealership.

HIGHLIGHT your service department. Capture

market share with advertising campaigns for fixed

ops. Also consider managed services specific to

promoting your shop. It can provide an incredible

ROI for an often overlooked department.

Callie CogleyAnalytics AceTranslating Cox Automotive data into digital retailing wins.

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CREATE a separate Google My Places account for Service

and Parts. This ensures that correct hours of operation

are always listed and increases SEO value.

INCLUDE enticing CTAs on your digital ads. Consider

using “Get Today’s Price” or other price-based verbiage,

which has performed very well in our recent A/B tests.

IF YOU HAVE digital retailing on your website,

apply your dealership’s brand to make it your own.

This leads to a better customer experience and

creates positive sentiment for your dealership.

Christina MarshallAdvertising All-Star

Pioneering advertising strategies for 20 years.

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ADVERTISE to your fixed ops customers because

they’re also well-qualified sales leads. A customer

is twice as likely to purchase a car from you if you

service their current vehicle. Once they do purchase,

stop showing them sales-focused ads and start

serving them service-focused messages.

USE DATA to show the right ad to the right customer

at the right time. Utilize location pins with the Waze

app to show your service center to nearby motorists.

You can also incorporate Xtime pricing information

into your search ads to give vehicle owners the

information they need to make a service decision.

LEVERAGE automated video taglines to set your

dealership apart. It’s a great way to communicate

your unique value prop and services at your

dealership. You can also showcase your customer

review rating. Great ways to stand out!

Ben KuentzelIntegration ExpertConnecting platforms to bridge digital retailing gaps.

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13 BEFORE MAKING any change to your website,

be sure that you have considered its impact on

actual shoppers. Dealer.com invests heavily in user

experience and interface testing so you can be

sure the car buyer is having an optimal experience.

INVEST in an effective inventory strategy. Your

website will only be effective if your inventory is

accurate and competitive within your market.

Christa AndersonContent Curator

Aligning creative assets with dealership customers.

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14 INVEST in great creative. Your website will perform

better when landing pages are compelling, videos

are engaging, and digital ads are eye catching.

KEEP your web copy (written text) short and

get your point across quickly. Recent estimates

suggest that consumers have only an 8-second

attention span.

Does your digital storefront have an A-team?

SCHEDULE A DEMO TODAY. Dealer.com/Demo

(888) 717-9390