Motivating Your Customers Through Your Website

I am by no means an expert when it comes to websites and, like most of you, am at the mercy of my web designer.  However, there are some easy tests you can do with your website to evaluate whether you are motivating potential customers to visit your dealership.  Read More.

In 2000, David Gikandi wrote an article about Creating Attention, Interest, Desire and Action Online that outlined a method of turning potential buyers into customers.  “Most sales are never made the first time a prospect sees the product or service” wrote Gikandi.  “They are made on a subsequent encounter.  Translation: it is a sure thing that unless you get the guy visiting your website the first time ever to return another day, he won’t be buying anything from you.  So you must first make sure he returns.”

To achieve this Gikandi explains that your objective is to gain attention, create interest, shift interest to desire and then trigger action.  So with a critical eye go to your computer and ask yourself if you are achieving the four attributes of a great website.

Attention:  When a person enters your website regardless of the page they are on, you must make sure that the highlights, design and navigation grabs their attention. 

Interest:  The primary reason people go to a website is to get information and while we are tempted to fill our site with advertising, pricing etc., it’s information that will generate interest.  So fill your site with product information, videos, news briefs, product comparisons, articles, polls and the list goes on.

Desire:  Now that you have the person’s attention and interest you need to create a desire.  The best way to do this is letting them experience the product or service.  You want to build interactivity which means things like financing calculators, videos of the product in action or how to perform simple service tasks on their unit.  Auto makers have been very successful at allowing the customer to build their own unit.  Colour, options, accessories etc all create a desire to see the unit up close and personal at your dealership.  Of course, let’s not forget the offer of a demo ride or open house.

Action:  There are probably a number of actions you may want to obtain, but the most important is to have a person visit your dealership.  So invite them to see the new models, go for a demo ride, offer incentives like free giveaways, attend a barbeque lunch etc.

This may seem like a lot of work but it will pay big dividends.  Always make sure your website is current and changes periodically with new information or offerings. 

If you want to know more about Lifeline Business Solutions surf through all the pages in my website at www.lifelinebusinesssoluitons.com and find out how one phone call can lead to enhancing your profitability.

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