Even if you can't interact face-to-face with web customers, you still can demonstrate old-fashioned salesmanship. Here are some simple, straight forward ways to turn your website into a revenue producer.
Fully test as a customer - This might sound obvious but if you've got the visitor traffic levels and nobody's calling or buying, then there could be a problem with your site. Put yourself in the shoes of the customer and run through every process that they would, ensuring that everything is fully functional and working as expected.
Is everything simple and easy to use? - With websites, you want to keep it simple. If you offer too many choices and options, then you risk distracting your customer from the most important aspect - actually becoming a customer. Too many sites have confusing text and distracting elements that take the customer's attention away. It is a good usability and web development practice to remove every unnecessary distraction and just keep it simple.
Credibility is everything. Many people are still a bit wary of purchasing from dealership that they haven't used before. You need to inspire confidence in your site and in the service you provide. Many aspects influence the perception of credibility, such as having a professional website design, ensuring you list an actual phone number on the site, clearly displaying address and contact information and displaying customer testimonials.
If your first thought is to direct website visitors to a homepage when they click through an ad on Google, you’re missing out on a huge opportunity. Success is in the design. There needs to be serious thought and care put into the development of a successful landing page:
- When considering a title, make sure it is relevant to your call to action
- Put all of the content "above the fold" on the page
- Keep content short and sweet; leave the opening and closing paragraphs to around three to five sentences.
- Use bullet points to direct the visitor’s eye to the most important value propositions
- Include an image that is relevant to your offer to draw in visitors
- Leave off the navigation bar of your site while visitors are on the landing page, as it can increase your conversion rate by upwards of 100%
Another great way to gain customers is to start a contest or promotion. An online contest or promotion can help attract attention in social media channels and lure potential customers to your site. Giving away a high value item can stir up the most attention but frequent, simple contests with smaller perks can also be effective. It can also be an excellent way to capture consumer information.
Speaking of gathering visitor information…
When people visit your website, it should be set up to bring them to a targeted landing page that can capture the information necessary to stay in contact with these potential buyers. The pertinent information you should cultivate from their interaction with your landing page would be their name, email address, and possibly even their phone number. This way if the visitor leaves before becoming a customer, you have a way to continue the conversation with them!