Monday, November 23, 2009

NOBODY KNOWS ANYTHING


The title of this piece comes from a quote attributed to the screenwriter William Goldman.  He was referring to the fact that, although the motion picture industry has been in existence for more than 90 years, no one in the movie business can accurately anticipate the public's taste or predict how well a picture will do in the theaters.  In the end, a picture's success or failure is to a great degree just luck.

Is that not true of all retail?  How many of us have held a big sale to which nobody came?  Our found ourselves in a momentary sales surge for which there was no ready explanation?

I think the reason dealership websites are such a conundrum, and therefore the reason we dealers devote great amounts of money to miracle diet aids, herbal healing balms, organic peyote powders, and 100% natural Phytoplankton tonics (I'm sorry, I meant SEO management vendors, 3rd party lead providers, talking website avatars and industry best practices seminars) is because, at core, we don't understand what we want our websites to do for us.  Or what they can do for us.  Or how to get them to do it.  And if that is not bad enough, deep down we fear that, even if we did know these answers, a lot of a website's success is just luck.

KEY COMPONENTS OF SUCCESSFUL CAR DEALER WEBSITE
Nevertheless, I have been on the path of discovery these past couple of weeks and, while I believe there is no single prescription for building successful dealership websites, I believe one can isolate a formula that greatly improves one's chances for getting there. To each his own; however, my version is this:

1). Engaging Look & Feel (the subtext)
2). + Smart Functionality/Features (the delivery)
3). + Business Differentiators (why you stand out)
=   Successful Dealer Website!

Number 1 is the scariest component because you start with a blank page.  If the medium is the message, then the text and images you put on the screen are delivering an irreversible message about you and your store. Whether it is the message you think is being sent, or want to be sent, is a whole 'nuther matter.

Number 2 is where you display your Internet merchandizing savvy.  What does your site do that others don't?  Can you harness the technology of the web to deliver information in a way that creates a refreshingly original online shopping experience?

Number 3 is where you display your retail creativity.  Who are you?  How are you different from other stores?  Can you show it?  Say it?

TWO TYPES OF CAR SHOPPING SITES
For the sake of argument I think there are two distinct car shopping website types.

The first site type will allow you to buy online.  Right now.  I call that a "True eCommerce" website.  eBay Motors is the most obvious example of that type of site: you see a car, you want it, you buy it. Online.  The site will take your money.

Most car shopping sites, however, cannot and will not take your money, and are instead designed with a three-step goal in mind:
1). Cause Internet prospects to generate email inquiries (or better yet, place phone calls)
2). So the sales staff can get these prospects on the phone and make appointments
3). So that once in the store the sales staff can convert them into sales.

I call that a "Git 'Em In" website.  It doesn't want to sell you a car (not right now, anyway).  It wants you to come to the store.  As such, it is no different in intent than a newspaper ad, television commercial, radio spot or direct mail piece. Except that, being a website, it presents your inventory in something close to real time, plus it contains a few additional interactive features.

Few of us can or want to operate true eCommerce sites.  Most of us own “Git ‘Em In” sites that make us unhappy because they only advertise our goods and fail to make that important next step; creating commitment.

TWO WEBSITE EXAMPLES
In her comment to my last essay Donna Ransdell (perhaps unwittingly) said it all when she made this declaration; "My favorite website? www.amazon.com  - they provide a great informative shopping experience that converts."

Converts.  There's the key word.  Amazon.com converts you into a person who just spent money, right then and there.  (And if you don’t or can’t, you’ve likely parked some item on your Wish List so you can easily come back to it and buy it later).  We all envy the Amazon.com or iTunes.com (or whatever) model and wish we could create websites that contain a strong call to action.  But the retail car industry is not yet ready for true ecommerce car dealer websites.  So how can a car dealer website convert?

I believe it can.

Since Donna was so kind to compliment my last essay I went to her website to see what it's all about. Donna's store is Patty Peck Honda.  To my mind this website is better than most car dealer sites I've seen:
1)  Bright, engaging color scheme.
2)  Readily available live chat.
3)  Easy to find inventory.
4)  Photos of the actual vehicles (new and used).
5)  Online credit app.
6)  An “About Us” page with photos of the staff and a clearly stated store mission.
7)  An online service scheduler.
8)  And more.

The site has a somewhat “homemade” look to it but, in her small market (Jackson, Mississippi) that may play OK.  I came away from my visit to Donna’s site feeling like I had found a friendly car dealer who will be folksy and pleasant to do business with.  And I’m sure in person they are all that.

Unfortunately, I did not feel a commitment to do business with them.  What was missing? Why did I not feel the call to action after visiting their site?

Let’s try another ADM member’s site:  Joe Pistell's Sun Auto Warehouse. This store is also located in a smaller market (Central New York State) and looks a bit homemade.  But, again, let's assume that that plays fine in their market area.

SAW's site has every feature seen on the Patty Peck Honda site except a robust "About Us" page. But it has some other things that put it way ahead of the pack IMHO.
9)   Video walk-arounds of select vehicles.
10) An Amazon-style “Wish List” (they call it My Garage) where prospects can “park” a car they are eyeing and come back to it later.
11) A “My Account” feature so prospects can register their name, address, phone # and email address, on the site.  (Now SAW has their permission to be contacted.  And SAW didn’t pay a 3rd party vendor to get it).
12) And my favorite: the ability for shoppers to sort vehicles by down payment + estimated payment.  What a great idea!  Is there anything that makes people feel that a coveted car is within their grasp better than that?

Then, all of the above is pushed over the top by SAW's corporate customer service policies;
13) Lifetime Car Washes,
14) Lifetime Inspections, and a
15) Free Birthday Oil Change.
Does it get any better?

After visiting www.usedcarking.com I wanted to do business with Sun Auto Warehouse.  Today.  They clearly stood out against all the other dealers and dealer websites that I encountered on my Internet research this particular Sunday afternoon.

KEY COMPONENTS OF SUCCESSFUL CAR DEALER WEBSITE - REPRISE
Look back at the 3 component website success formula described earlier:
1). Engaging Look & Feel
2). + Smart Functionality/Features
3). + Business Differentiators
= Successful Dealer Website!

Did the Sun Auto Warehouse site deliver on all three?  I think it did.  The bright and cheerful look and feel of the site, combined with the exceptionally friendly navigation and vehicle search features, combined with their unique after-the-sale customer service programs made a customer out of me.  As a result of my online visit to their site I converted into a person who has made a commitment to do business with Sun Auto Warehouse.

Does that mean you must agree?  Of course not. You might be reading this article right now and thinking "That guy's an ass. He doesn't know what he's talking about."

You are probably right.  Remember: Nobody Knows Anything.

4 comments:

  1. My google reader found your article this morning. You are right about our site and what great timing as I will be talking with our new website company on the design and function this afternoon. We are adding some of the features you mentioned and now I'll have a few other ideas to add to my list. Thanks Donna

    ReplyDelete
  2. Looking at your comments, probably the most insightful one was, "we don't understand what we want our websites to do for us." Or to put it another way, if you don't know your goal, you'll never achieve it. There are car websites like ecarlink.com who know exactly what they want to do and achieve it. They want to sell high end used cars directly from the web pages ... and items like the $300,000 Lamborghini sell just as well off their web pages as the $10,000 Jeep. There are lots of possible features one can put into a website, but if a dealership is putting up a website because they think they "need to keep up with the times" or because "everyone has a website and we need one too", it will have little real impact on their business.

    ReplyDelete
  3. TY for the kind review Trace! A pal at HomeNet just passed me the link!

    Thnx again!
    Joe Pistell
    Marketing Dir
    www.UsedCarKing.com

    ReplyDelete
  4. Hi,
    I recently came across your blog and have been reading along. I thought I would leave my first comment. Great post, concise and easy to understand. I like this post..
    I found out that this blog is very interesting and informative.
    Best of luck to you!
    Cheers,
    Thomas Sabo Classic Carrier
    Thomas Sabo Love Charm
    THOMAS SABO Daisy Pendant
    THOMAS SABO Silver Necklace

    ReplyDelete