| AutoDealerSpot has been working with our dealer clients, following online
dealer trends and tracking auto dealers who are successful online for years.
The information below identifies what those more successful auto dealers
are doing online. We call these activities benchmarks that all dealers should
strive to attain. |
| Data |
| Successful online dealers show the best vehicle data.
They: |
 |
Take more photos but not so much as to overwhelm the
buyer |
|
Take better photos (light conditions, good quality camera,
and angles) |
|
Stage vehicles (designated location with background
imagery |
|
| Presentation |
| Successful online dealers use websites that have: |
|
User-friendly navigation (easy to use and simple navigation) |
|
Easy access to cars (buyers find cars with as few clicks
as possible). |
|
Current, accurate inventory (all inventory is up-to-date
and available for sale) |
|
Vehicle pricing (buyers want to see pricing) |
|
| Exposure |
| Successful online dealers use several marketing solutions
such as: |
|
Natural search marketing (Google, Yahoo, and others) |
|
Paid search marketing (Google and Yahoo) |
|
Online classifieds (Autotrader.com, cars.com, and others) |
|
Carfax listings. |
|
| Manage |
| Successful online dealers have processes in place to: |
|
Respond to leads quickly |
|
Provide personalized responses |
|
Use the phone to work email leads |
|
Use lead management solutions to increase efficiency |
|
| Measure |
| Successful online dealers constantly measure results
and adjust what they do by doing several things such as: |
|
Measure key performance statistics |
|
Monitor performance of all advertising solutions |
|
Adjust Internet advertising budget according to what
works |
|
Constantly test and refine data, presentation, exposure,
and manage steps to maximize results. |
|
