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How video gets car buyers into your showroom
Video is a powerful tool to get website visitors onto your showroom floor, according to research from CitNOW. Almost nine in ten car buyers who watch an online video of a vehicle they’re interested in will progress in their purchasing journey, with the most common next step being a visit to the dealership. The survey also found one in ten buyers are ready to purchase the car on the day they visit.
CitNOW, a video presentation company for the automotive industry, polled 1,000 UK customers to learn more about the evolution of the car buyer. The survey showed people are increasingly turning to the convenience of online for pre-purchase information and shopping, with retailers that deliver a seamless digital journey from website to showroom set to benefit most.
Optimising your website for growing online sales
Data from the Office of National Statistics (ONS) shows that almost one in five of all purchases (not just cars) are made online – and this continues to rise year-on-year. A similar trend is likely in the automotive sector. The CitNOW survey found almost a third of all respondents are comfortable purchasing a vehicle entirely online. That figure rises to 43% of 35-44 year olds – the highest rate among the survey’s demographic ranges.
When designing your website, there are a few important factors to take into account, according to findings from CitNOW. Firstly, 57% will have researched their vehicle before visiting your dealership. They are doing this via their smartphone (39%), laptop (46%) and tablet (25%). So ensuring your website is responsive is essential.
With regards to content, 66% of car buyers feel it’s important to see high-quality interior and exterior imagery and 35% said it’s important to see video. 60% want a test drive, so providing online booking would be a beneficial addition.
If you want to learn more about digital technology’s impact on customer service, download our free eBook – Customer Service: Essential to Success.
Technology higher on buyers’ wish lists
Technology is becoming an increasingly important factor when buyers are choosing a new car. According to the CitNOW survey, nearly 40% of buyers said semi-autonomous safety features such as AEB, connected technology and in-car infotainment are of higher importance than before.
However, just 5% of 18-24 year olds prioritised connected technology in their next vehicle, compared with 17% of 35-44 year olds. Millennials placed higher value on insurance costs, environmental factors and driveability, possibly due to both buying and running costs being a main concern. If you’d like to know more about millennial car buyers, read our blog on how they’re changing the way cars are sold.
In conclusion to their report, CitNOW stated: “Evolving with the buyer, embracing new
technologies, particularly personalised video and digital asset creation technology, are looking to be the future of the dealership.”
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