The most important page of a website in my opinion is the product or vehicle details page. This is the page where purchase decisions are made.
The longer you can keep a user engaged on this page the more likely they will convert.
We have already briefly discussed photos.
There are visual buyers and imagery / photography is a strong tool to sell a product and create engagement.
The more photographs the better and use the photos to tell a story. Arrange them in a logical order that showcases the product – an external 360 and then an internal 360. If there are key selling points make sure to photograph and highlight them too.
Strong photography can help sell products sight unseen as it helps build trust as buyers can see you are not trying to hide anything.
Comments are key selling tools and too often under used when dealer use the comment to sell the dealership rather than the product.
People but stories. Sell the product first before talking about the dealership.
A consumer’s head space when considering a vehicle is already in ownership. What is this going to look like if I own it? The dealer should aim to talk to that head space by using language that connects.
Eg use emotional language when selling bikes / caravans / boats and other recreational product. People are buying lifestyles rather than products and talk to how this product helps get them enjoy their lifestyle.
For commercial machinery use business / masculine language when selling working machines. For example ‘XYZ tech means minimum down time’
The other common mistake is just adding a list of specs. So What?
If listing a feature of the product give the so what. For example
“This caravan has solar panels and a 100AH battery”
So what? So, you can camp off the grid for long periods or
“Imagine yourself lying under the eastwest bed gazing at the thousands of start through the extra-large skylight”
This covers the features of the van and connects emotionally to the lifestyle too.
Hopefully now you are getting some leads. Click here to read best practice on lead management: