1. Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.
    Dismiss Notice

Your website is unique and personalized to every customer. What does it do exactly?

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by SeanWoodruff, Mar 20, 2014.

This forum sponsored by...
  1. SeanWoodruff

    SeanWoodruff
    Expand Collapse
    Getting Refreshed

    First Name:
    Sean
    Dealer or Company Name:
    A large Ford Dealer in New England
    Joined:
    May 14, 2011
    Messages:
    63
    Likes Received:
    17
    Let's say you're starting an automotive website from scratch and you have some very savvy web designers, and you can literally mold your website so that it is completely unique and personalized to every customer.

    What do you do and how do you do it? What "triggers" do you use to decide how and when your site changes? Where the customer lives? How many times they've viewed that car? What search terms they used on Google to get to your website?

    What type of metrics like these can we actually track?

    How does your website change based on these triggers? If they're near a competitor, do you highlight certain advantages your dealer has over that competitor (without mentioning their name obviously)? If someone's looked at one specific vehicle's VDP page for the 10th time, does it trigger a 1-hour countdown timer letting them fill out a form to save an additional $500 off of the eprice?

    What would you do specifically to make your website the ultimate conversion machine?

    This is new ground and I think this thread could potentially spawn some amazing ideas that could change our industry for the better. There are some very intelligent people on this website and some of us have some wild ideas.

    So let's hear 'em!
     
  2. This forum sponsored by...
  3. Daniel J. Mondello

    Daniel J. Mondello
    Expand Collapse
    Refresher

    First Name:
    Dan
    Dealer or Company Name:
    Quirk Auto Dealerships
    Twitter Handle:
    DanMondello
    Joined:
    Oct 17, 2011
    Messages:
    181
    Likes Received:
    49
    Location:
    Boston, MA
    You're describing a behavioral website. Learn Javascript and how to use cookies. That's about all I can say... you're a competitor
     
    Collapse Signature Expand Signature
  4. SeanWoodruff

    SeanWoodruff
    Expand Collapse
    Getting Refreshed

    First Name:
    Sean
    Dealer or Company Name:
    A large Ford Dealer in New England
    Joined:
    May 14, 2011
    Messages:
    63
    Likes Received:
    17

    touché
     
  5. yagoparamo

    yagoparamo
    Expand Collapse
    Sr. Refresher

    First Name:
    Yago
    Dealer or Company Name:
    DealerEProcess
    Twitter Handle:
    yagoparamo
    Joined:
    Dec 30, 2009
    Messages:
    1,899
    Likes Received:
    462
    Location:
    Seattle
    That is assuming we know every customer well enough to provide something more useful than the standard site (providing something less useful wouldn't make any sense).

    I'll say that is assuming a lot because every time I go shopping for a car with my wife, brother, friend, I'm amazed about the cars I think they will like and the cars they actually buy (and I know these people).

    We are getting excited about what Amazon does, but amazon sells books. You can get a lot of info about a person if what it does is sopping for books. For example I use Goodreads (Amazon owns it) and I have bought, read, and logger over 100 books about WWII. In this case I can say amazon can predict that things I would like to see when i visit their site.

    Applying that to the car buying process... no so easy. Furthermore try to apply that to the used car buying process... Sometimes not every technology makes sense for every business.

    I often think about the website possibilities and lately quite a bit about behavioral targeting and think that so far still a fancy key word to trigger dealers in buying-vendor-product mode. The ones doing the behavioral morphing are the vendors, not via a changing website, but via a changing message that sounds confusing yet attractive enough.
     
    Collapse Signature Expand Signature
    #4 yagoparamo, Mar 20, 2014
    Last edited: Mar 20, 2014
  6. Manny Luna

    Manny Luna
    Expand Collapse
    Refresher

    First Name:
    Manny
    Dealer or Company Name:
    VL Digital Marketing
    Twitter Handle:
    @VLAutoMarketing
    Joined:
    Apr 10, 2011
    Messages:
    140
    Likes Received:
    20
    My advice is to start off with a niche, and build from there.
     
  7. Daniel J. Mondello

    Daniel J. Mondello
    Expand Collapse
    Refresher

    First Name:
    Dan
    Dealer or Company Name:
    Quirk Auto Dealerships
    Twitter Handle:
    DanMondello
    Joined:
    Oct 17, 2011
    Messages:
    181
    Likes Received:
    49
    Location:
    Boston, MA
    I do think your site looks great though Sean! Keep up the solid work man
     
    Collapse Signature Expand Signature
  8. Chris Cachor

    Chris Cachor
    Expand Collapse
    Sr. Refresher

    First Name:
    Chris
    Dealer or Company Name:
    Dealer Commerce
    Twitter Handle:
    ccachor2
    Joined:
    Apr 29, 2011
    Messages:
    410
    Likes Received:
    171
    Location:
    Chicago, IL
    I think the best place to start personalization is on actual inventory with related vehicles. From what it seems, most vendors use a combination of make, model, year, body style, and price range to come up with related vehicles. That's the simplified approach. However, other eCommerce platforms are getting better by using visitor data combined with an algorithm to pair related vehicles (not because they bought them but because they viewed them) in a sort of "other customers that viewed this vehicle viewed these other vehicles". I think it's a better approach to discovering vehicles and I think dealer websites have enough traffic to pull something like this off.

    As for the behavioral targeting - I think the best approach is to use something called session tracking. You can setup goals or events, score them against an algorithm to perform some sort of action (say, slide a valueable promotion down the page to those who score high). Get a list of goals on the site (VDP view, active searches, credit app, etc.) and assign each goal points. Then build promotions that run against those points and whala! You're issuing personalized offers to those the website identified as hot leads :)
     
    • Like Like x 1
  9. anthonycapital

    anthonycapital
    Expand Collapse
    Getting Refreshed

    First Name:
    Anthony
    Dealer or Company Name:
    carma & capital auto
    Joined:
    Apr 24, 2013
    Messages:
    65
    Likes Received:
    17
    Location:
    drivecarma.ca
    Like anything don't think of it as a golden arrow. If you can make your site more relevant in theory it will perform better. But it's playing with fire. Do you really know what your customer wants better than they do?
     
  10. joe.pistell

    joe.pistell
    Expand Collapse
    Uncle Joe

    First Name:
    Joe
    Twitter Handle:
    JoePistell
    Joined:
    Apr 7, 2009
    Messages:
    3,978
    Likes Received:
    1,382
    Location:
    New York
    It's easy to experiment, but watch out for that magnesium
     
    Collapse Signature Expand Signature
  11. ddavis

    ddavis
    Expand Collapse
    Sr. Refresher

    First Name:
    Doug
    Dealer or Company Name:
    Retired
    Joined:
    Jun 28, 2011
    Messages:
    1,493
    Likes Received:
    489
    Location:
    Fort Worth, Texas
    No magnesium, he should have used sulfur, charcoal and saltpeter (potassium nitrate).
     

Share This Page

This forum sponsored by...