The importance of keeping website visitors on your site

Where is the first place that potential new customers find your stock?
It used to be the newspapers, or a showroom visit, but most buyers research on the internet prior to making an enquiry.

Needless to say your website is up to date with great images, descriptions and prices, the special offers are leaping out of the screen.

What else can you do?

	Critically, are visitors getting all of the information that they need from your website, or do they have to look elsewhere on the web? Car specs are a great example. Potential buyers will want to know MPG, emissions, performance, possibly length and width, standard specs and much more. The car buyer of today is far better informed than ever before and knows that this information is available on the web. Make sure that they don't find it on a competitor's website that is offering comparable cars for sale. How would you react if a member of your sales team allowed a customer to walk from your showroom to your competitors because he couldn't answer one of their questions?
	How about finance? Many customers will be interested in your offerings. Do you supply CCD compliant calculators that give a real time quotation that then submits an enquiry through the website, or simply state that you offer finance facilities? Its quite clear which solution generates the most website enquiries.
	Calls to action are often overlooked. When someone finds a suitable car, what does your website do to encourage them to progress further? Are there plenty of e-mail quick links [rather than onerous form filling]? Is your hotline sales line telephone number prominent? After hours phone numbers?

Many people can make a website. But knowing what content to include, which route to take the visitor through the website to generate an enquiry; and equally importantly what information visitors are
accessing is essential.

After all, you wouldn't let a customer walk into your showroom, kick a few tyres, pick up a price list and walk out again.

Would You??