Facebook
The Digital Car Buying Process

The Digital Car Buying Process

Digital Car Buying

Do you still remember how you made the decision of buying your car? What did you do when it came to the moments of “Which car is best?”, “Is it right for me?”, or “Where should I buy it?” Recently Google released research to indicate how digital shapes the auto customer’s journey, and how auto brands tap into those micro-moments. Let’s take a look at the digital car-buying-process.

There was a time when people were loyal to brands and looking for their answers from a local dealership. However, today buying a car doesn’t mean shopping around from local dealer to local dealer any more. Instead, car shoppers seek answers online at the intention-driven moments, especially with mobile. It is undoubtedly important that the car manufacturers have to be there and be useful in these moments.

“Which Car is Best?” 

Data from Google research:

  • 60% of car shoppers enter the market unsure of which car to buy.
  • 69% of people who used YouTube while looking to buy a car were influenced by it—more than TV, newspapers or magazines.

There’s a typical pattern today: start by consulting someone they trust with the purpose of helping narrow the choices, read professional bloggers and reviews, and watch videos from YouTube to get more of an understanding.

“Is This Right For Me?”

People all have various needs when it comes to buying a new car. A family with three kids may think seating accommodation is most the most important aspect, while a young couple who loves travel a lot may prefer a bigger trunk to hold all of their gears.

Research data from Google indicates that interest in fuel efficiency has decreased since 2011, which used to be a key factor prior to the drop in gas prices. Meanwhile, there are some areas given increased interests by the auto buyers – hauling capacity, panoramic sunroof, and backup camera. The top videos auto shoppers search for include vehicle test drives, highlights, options, as well as walkthroughs of the interior or exterior of the vehicle.

While comments and opinions from third-parties are important, manufacturer websites play a vital role in the car buying process as well. Here, shoppers can get help understanding various packages, equipment options, and even customizing vehicle in the way they like through configurators.

“Can I Afford It?”

The next consideration is the price. More and more people tend to find answers through mobile for MSRP & list prices of the new car (70% accounts for mobile search) and trade-in price of their current car (over 50% is mobile search).

Interestingly, Google found that seasonality also plays an important role. For example, people seeking cars on sale increase in February, possibly due to people anticipating a big tax return. Also, auto shoppers’ interests usually increase in summer as the temperature going up.

“Where Should I buy It?”

Visiting a dealership is still essential for auto consumers. While searching on the smartphone is also involved in this moment – people need to find the local dealers nearby (1 in 3 did this on mobile) – going to the dealership to see the car up close is important. As people explored the nearby dealerships, hours of operation, local inventory and specials are also considered.

“Is This a Good Deal?”

How exciting, the deal is almost there! Consumers care about if they are treated fairly, or if they are given the best possible price. Negotiate with the sales representative on the lot. They also search tips on their mobile – factors affecting lease/purchase price, quote on Kelly Blue Book (US) or Canadian Black Book (Canada), tips on negotiation, and so on.

Implication for the Auto Industry

It’s crucial these days to interact with auto shoppers as much as possible. The first brand searched is the same brand purchased 22% of the time. So get prepared to win over a shopper and extend the possibility by providing better mobile user experiences. Here’s some advice from Google:

  • Be There: Go through each of the steps above by yourself, and make sure you are there whenever and wherever people are in need;
  • Be Useful: Consider what improvements you could make to better meet people’s needs at each step, and make sure your sites work on mobile as good as on a desktop.
  • Be Quick: Whoever is able to answer shoppers’ question, puts themselves in first place. That’s the rule of this game. “If you aren’t there with the right answer the moment shoppers are looking, chances are someone else will be.”
How Did Businesses Make Out On Black Friday and Cyber Monday?

How Did Businesses Make Out On Black Friday and Cyber Monday?

If you’ve never been out shopping or online for Black Friday through Cyber Monday, then you don’t know why it’s the busiest shopping weekend of the year. Retailers all over the United States swarm to their favorite retail shops to take advantage of the great deals they get for one weekend only. This year, Black Friday/Cyber Monday weekend was predicted to drive a total of $11 Billion in online sales, which is 15% more than 2014.

What Are The Stats For Black Friday/Cyber Monday Weekend This Year?

Based on the data found after Black Friday/Cyber Monday weekend 2015, there was a 24% growth in online sales in comparison to 2014! As shown below, most of online shopping occurred on Mobile devices. Nanigans data shows that there was a 223% increase for purchases on Black Friday on mobile this year in comparison to the past 4 Black Fridays.Black Friday Mobile Stats

Cyber Monday saw some advantages as well in comparison to the past years. Consumers purchasing on mobile during Cyber Monday saw an increase of 111%. The bigger number to look at is +50%! This shows that 50% of people shopping online bought online. Expect this figure to increase next year.

Cyber Monday Stats

Here are The Categories That Benefited the Most:

• Electronics
• Jewelry
• Apparel
• Sporting Goods (specifically Golf Items)

How Did This Happen?

Influencers and Social Commerce drive revenue. It’s important for retailers to stay on their toes when it comes to running social ads during Black Friday and Cyber Monday. You never know what items could take off and go viral in a matter of hours (which could max out your budget & inventory faster than you anticipated).

Some Key Points to Keep In Mind Next Year:

• People are shopping for other people, so low-priced ticket items sell best
• The news is out about increased sales for online shopping, be prepared to be competitive when using Google Shopping, online ads or pay-per-click ads.
• Build awareness of your brand and products prior to sales weekend. Have your customers look forward to great deals during the Black Friday/Cyber Monday weekend.
As you can see, retail stores need to take advantage of the Black Friday/Cyber Monday specials. It’s been proven year-over-year, the sales are increasing and the online closing rate was at 50% this year. Every Business-to-Consumer company should plan to take advantage of this next year. Next year’s Black Friday is November 25th and Cyber Monday will be on November 28th. Remember the date and have the Geeks at Web Geeks work with you to be profitable.

Online Branding & Advertisements : Hints For Your Product Awareness Campaign

Online Branding & Advertisements : Hints For Your Product Awareness Campaign

You may offer the greatest product or service known to mankind… and hey, maybe you do! You know it, now I know it, but does everyone else know it? Unless you are some kind of “all powerful wizard” you are not going to make any sales unless you get your name out there and let the market know what you are selling. So here are a few simple steps from Web Geeks to help you create that strong Product Awareness Campaign you need to generate the sales you want.

(more…)

A/B Split Testing Can Help Improve Your Response Rate

A/B Split Testing Can Help Improve Your Response Rate

A/B Split Testing is a simple way of testing two pieces of content or design against each other to see which one gives a better result.  It is a method to quantify, by analytics, which of two concepts provides a better conversion rate or return on investment.  It takes the guesswork out of deciding which one will give you the results for your business.  You accomplish this by delivering two different pieces of content to two different sample groups and track the responses of one versus the other.

(more…)