As shoppers cruise through the purchase funnel to research specific brands, sites must be sticky with information to retain customer consideration.
Auto brand sites’ primary function, for example, is to showcase vehicle lineups, but brands have adjusted their communication strategies to address customers who now arrive at sites with more information than ever. With third-party sites providing vehicle information, they must prioritize pushing customers further down the funnel. Increasingly, brands studied in Gartner L2’s Digital IQ Index: Auto feature content on awards and accolades or infotainment capabilities—which sets them apart from peers—and improves the connective tissue between vehicle information and purchase. Indeed, vehicle information pages are the gateway to getting undecided customers through dealership doors. Ensuring the availability of links to Request a Quote or Search Inventory tools on vehicle information pages can also help quickly convert customers from research mode toward purchasing. Information transparency has become paramount within vehicle information pages. Including vehicle pricing, for example, has increased 5% year over year—up to 84%. Additionally, including a full brochure of vehicle specs is up 17% year over year.
Traditionally, ultra-luxury and luxury brand sites have been light on information and instead showcase vehicle aesthetics. These brands, however, have adapted to changing customer sentiment, and now only 7% of tracked brands omit information about infotainment systems on their vehicle information pages. Lexus buries its information deep within its vehicle information pages on a static page, whereas Porsche designates a page that quickly communicates car connectivity and infotainment capabilities without overwhelming users.
Getting customers to shift gears from browsing to buying can be daunting. But paying just a little more attention to details along the path to purchase make all the difference.