Automotive News Canada - June 2019 - v2 - 9

9

* JUNE 2019

Shoppers are sensitive to online tricks
and will cut and run for a competitor
CONTINUED FROM PA GE 8

inventory must include authentic photographs of the vehicles
listed - not stock images -
with accurate descriptions of
the price, details and payment
possibilities.

TRANSPARENCY IS CRUCIAL
Claessen agrees that transparency in online listings is
critical.
"In an [Google] AdWord
world, it's too easy to squat on
fake inventory as clickbait, and
customers know that, are suspicious of it and will prioritize
sellers who provide clarity and
reassurance at every stage of
the buying journey," he said.
If you're paying to appear
at the top of search engine
searches, Wyant said, don't buy
words related to products you
don't sell.

Instead of trying
to pull the wool
over people's eyes,
we focus on the
markets we're in
and buying search
terms relevant to the
products we sell.

Did they request a test drive or
interact with the live chat function? When a visitor leaves a
page on one site to jump to a
different site, it could be indicative of the first page's failure to
capture the visitor's attention.
At the same time, Wyant
said he is making sure the
dealership is properly executing the strategy for converting
leads into sales.

Sean Claessen of the
marketing firm Bond
Brand Loyalty stresses
that luring visitors with
tricks and clickbait
only serves to turn off
serious buyers who
will instead choose
more transparent
businesses to deal
with. F I L E P H O TO

It's important to track these
metrics regularly, "rather than
get to the end of the month and
say, 'Holy s--t, we're behind,'
but that's complicated by the
fact no two months are the
same.
"Sometimes, these things
don't show themselves until
you're two or three weeks into
a month," he said. - ANC

GERMAN ENGINEERING WHERE
YOU NEED IT THE MOST

MICHAEL WYANT

COO, Wyant Group
"It can make the dealer look a little silly," he said.
"Customers searching for an
F-150 don't want to be served
up search results for Ram."
Wyant said it's a mistake
to think that in today's online
world, such practices will lead
to conquest sales.
"Instead of trying to pull
the wool over people's eyes, we
focus on the markets we're in
and buying search terms relevant to the products we sell."
Practices that mislead consumers, Claessen said, cost
dealers sales and profit.
"Our data show the retail
journey is fraught with mismanaged expectations, and
many retailers have overemphasized the beginning of that
journey at the sacrifice of later
aspects that move the customers along the journey, toward
greater satisfaction with the
brand."
Wyant, whose company is
privately held, would not disclose sales figures, but he did
describe how he quantifies
results of his entire marketing
strategy.
When a store misses its target, and it can't be explained
by outside influences such as
interest rates or overall market
declines, he drills into the data
on how visitors used his websites: How long was their visit?

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Automotive News Canada - June 2019 - v2

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