1. Putting yourself in the Shoes of your Customer
Andrew Gordon
Andrew Gordon | DealerScience | Founder / CEO |

2. Background
Andrew Gordon Mechanical / Computer Science Engineer Third Generation Honda Dealer – Weymouth Honda Founder/CEO of DealerScience

3. Outline Parallel concept of digital retailing
Showroom process on your website
Lead generation and actionable ideas to improve your website
Generate ideas throughout this presentation
Focusing on ideas that will create conversion

4. We are too Close
We are all familiar with the automotive industry and terminology but it isn’t until we take a step back we realize we are confusing our customers

5. Something we are not familiar with

6. What’s important when buying a washing machine?
Top or front load
Size of unit
Capacity size
Efficiency
Features
Price

7. What’s important when buying a washing machine?

8. Doesn’t show in alphabetic order
No particular order – highlights best reviews

9. Details Page

10. Amazon SERP

11. Full inventory page

12. Vehicle Details

13. Our websites are not mirroring our showroom
What would we do with a customer if they came in your showroom?

14. If your Website was your Showroom
Click on new car inventory = Taking a customer to the inventory lot
They decide on a model = You show them every available trim
They ask for a special = you show them a national special
Inaccurate estimated monthly payments
APR – MSRP
Live chat
New car specials page = Every car is a special

15. If your Showroom was your Website
Chat stays in the window
Specials on inventory in stock
Lease, Finance and Buy Specials
Useful payment calculators
Not excluding options if they aren’t in stock
Informational pages on each vehicle models
Ability to compare model features and prices

16. Customer vs. Dealership Language
MSRP
I-4 cyl
Stock #
Sticker Price
Fee’s and Taxes
Trade in
Down payment
Customer: How much will I be paying per month?

17. Subtle Lead Generation
Do you qualify? – Send me the Carfax – Lowest published price – Check if I qualify for additional incentives

18. Search Results Page Major vehicle features highlighted Sale price
Minimal technical terms
Sale price
Brief customer friendly description
Ratings / reviews
Lease / Finance payment
Locate – reasons to get in touch
Filtering – targeted lists

19. Vehicle Details Page More descriptive information – but not everything
Multiple calls to action
Get best price
Show me the Carfax
Lowest advertised Price
Incentive to lock in deal for information
Available for delivery by:
Urgency without pushiness

20. Important Details
Home page reflects personally and value to the dealership
Chat stays in the same window
Specials page should have current lease and buy specials on inventory
Vehicles should be sorted by a specific default (price/rating/popularity)
Landing pages for info on each model rather than all new inventory
Default pictures for new inventory
Useful payment calculators

21. Thank you!
“Give Customers the Ability to Feel like they are in Control, while Maintaining Control in the Dealership”

22. CONTACT INFO
Full Name: Andrew Gordon
Company: DealerScience
Job Title: Founder/CEO
Share an important takeaway you received from this session
using hashtag #DD19 for a chance to win an iPad