Is Your Website Alienating Customers?, from Automotive Digital Marketing.
I recently visited a dealer website after doing some research on a vehicle. I clicked the link to the site after doing a Google search and was almost knocked over when I arrived. I felt a rush of things coming at me and was somewhat overwhelmed. Something occurred to me. This experience is the same experience a customer dreads when going to visit a dealership in person. Here is a quick synopsis of what I encountered.
Do You Have A Trade?
Upon arriving at the web site I was smacked in the face by a pop up that asked me to fill in my information on a trade vehicle. Being able to enter an agreement with a customer on their trade is always good, but do you want to rush out there on initial visit and throw it right in their face? The customer may feel that this is the over aggressive sales person trying way too hard to sell something instead of consult with them. This may lead to higher bounce rates from the site.
It’s Bright In Here
After closing the window I then encountered some really mind blowing graphics. A car was driving around in the background and I was presented with stunningly artful offers galore. As a matter of fact, so much was going on that I felt I had no idea what I was looking for. Animations and bright graphics are cool, but do they convey the message you want them to without distracting from the point of the customer being there? Remember you are running a commerce site and not an art show. The customer visited your site to acquire a vehicle. Make it easy for them
