So, you launched a car dealer website, it’s great. However, have you thought whether it delivers a satisfying user experience (UX)? Unfortunately, the website is not something you can set up once and forget about. To retain customers your website should provide them with perfect user experience. In order to manage it, you have to improve your website performance continually.
To put it in perspective, consider the website as a child who you need to work with on a daily basis and invest your time and efforts to. As every child passes the IQ test from time to time, your website should pass the SEO website audit as well.
Aside from such comprehensive check, you can conduct the brief examination of your website by yourself in accordance with the list below.
We’ve gathered 6 best practices to keep visitors on your website longer. Follow them and you will improve your website conversion and gain more leads.
What? Don’t worry, we will explain it. Grab your phone, friend’s tablet and neighbor’s laptop and view your website. How does it feel? If you don’t face any difficulties and the way the website operates on different screen resolutions is the same – useful and pleasant, then congratulations, you have a responsive website design. If you have to zoom in the pictures and words, and the website in general is difficult to view and interact with, then it’s probably was developed using the pre-mobile methods of building websites.
We can’t stress enough how important responsive website design is for user experience, especially now. It’s 2018, mobile devices browsing share exceeds 60%. Visitors should be able to browse your inventory via their phones, otherwise they won’t stay long.
It’s great to know where to find what you need. Your navigation bar should help visitors reach the pages they are looking for, so make it obvious and clear. Also, make sure you don’t have broken links, that lead to nowhere.
3. Search bar & search filters
Websites in general were aimed to save people’s time and ease their shopping experience. One of the many ways to attain it is the ability to search through the websites using one-two particular words. For the car dealer websites it can be make or model of the vehicle.
The easier it is for users to interact with your site, the more likely they will stay longer and come back.
Equally important for car dealer websites is to provide shoppers with advanced search filters. Aside from year, make and model, there are dozens of parameters by which visitor would want to filter his search results. Give your customers such opportunity and they will bookmark your website.
4. Visual consistency
The rule of thumb for the website design is to make visitors think as if they are on the same page while going through your website. It doesn’t mean your design has to be boring and flat. But visual consistency is a great way to increase website usability, and the more usable it is, the more traffic it attracts.
Let us look at the example. Everybody knows the hamburger menu icon. Selecting (tapping or clicking) this button results in a menu being revealed. The Internet users are agreed on that. Let’s assume that in order to be outstanding you decide to create a total new icon with the same properties. Will your users appreciate it? Maybe they will, eventually, but at first they will be confused. What if you decide to change all icons? It would hardly tip the scales in your favour.
So, follow the established rules and laws of visual consistency in order to avoid confusing your visitors.
Did you know that only 28% of the text are ever read on a page? Did you know that the page which is overloaded with the text scares visitors away?
You finished with the preceding paragraph and now you think: okay, I’ll move my creativity from appearance to content. We have no objections, but don’t get carried away. Visitors are coming to the e-commerce websites or online marketplaces to achieve their goals, barely it is reading tons of text. Be concise and laconic. We know it’s hard, but be brave and trim the fat.
We purposefully put it at the end of the list to close my post with the winner. Video possesses the first place in terms of keeping people on the site longer. Imagine, if your video lasts 30 minutes, approximately 70% of visitors will watch from 5 to 10 minutes of it. If you think it’s not much of a progress, keep in mind that the average time on site is under 2 minutes for most websites in the USA.
Remember that such retention can be attained only if the above mentioned recommendations are met. The power of the video drops significantly if visitors can’t watch it on mobile or send it to their friends.
To deliver a superior customer experience car dealers should take into account many factors, but this is the way it goes. The competition in the automotive industry is harsh, but being a leader brings you a lot. So, stop pondering and contact us today to turn your website into a place where visitors want to stay.