Timely finding:
Webmaster: Increased My Conversion Rate & Google Rankings Improved
Dropped Prices, Increases Conversion & Google Rankings Improved
Timely find Joe.
My father would always say - "if there's no price listed, there's a good chance you can't afford it". Granted, this was when the surf'n turf was listed "market value" on the menu.
It makes common sense. People want to know you're in business to do business. They want to know you're making deals. They want to know they are going to get a good / fair deal.
Customers view; not showing price = a dealer that plays games. In return there is a "chance" they're NOT going to get a fair price. Or they'll have to wheel'n deal and suffer through back and forth negotiations. Not exactly what the customer looks forward to.
This is what I do and recommend that keeps the phone ringing, leads coming in, walk-ins waking in and no tarnish of perceived reputation (easier to get the managers onboard with too)...
Price all new inventory with MSRP. Units over 30-45 days old receive a discounted price and continue to be discounted in increments every so many days after. Come up with a pricing/discount strategy but do it and be consistent with it. This way all your inventory is priced, and good percentage of your inventory is also discounted. The customers perception is you're in business and willing to "discount". As you are.
Many phone calls (and form leads) go something like this "yes, I'm interested in the 2013 Silver Nissan Altima you have on your website but it's not discounted like all the others that are almost identical, what can you do with this particular Altima?"
It's easy to explain that the higher priced vehicle is a fresher unit and the pricing is reflecting this. But....
Say the right thing and that's a solid appointment! I'll allow Jerry to chime on with a word track...
In Kelly's case, I would consider the dealers location, average consumers age and make of vehicle. There's always exceptions based to geo / demo / psych variables.
Discount pricing, a strong Why Buy, Positive dealer reviews, value transparency (like PureCars report),
mirroring the manufacturers incentives and promotions, specials on your specials page - all adds up to increased conversion.
TIP: Get these discounted vehicles onto your Specials page. You need to have Specials!! And not 2-3 specials either. Build your specials out to mirror the manufacturer specials, rebates and lease payment specials another with any individual discounted vehicles.
I'd like to see a simple case study that shows if there's any increase in conversion (form and calls) on a dealer website that has a consistent amount of new car specials throughout the month. Bet I know the answer.
