The automotive industry has taken a giant leap into the digital age, but many long-standing marketing tactics are now obsolete. Users expect instant information, simplified experiences, and personalization. This webinar, featuring C-4 Analytics’ V.P. Rob Stoesser and Creative Director Billy Sawyer, is a complete guide to reviving your online presence so users will do what you want them to do: convert.
The foundation of this shift is an understanding of UX (User Experience) and UI (User Interface). UX is how your brand makes a shopper feel, while UI is the mechanical functionality. In today's market, you must focus on both, because the user will always take the easiest action first.
To create a seamless customer journey, you must optimize three core areas:
Your website must be a conversion engine, not a source of frustration.
Mobile-First Approach: With 66% of users viewing information on a mobile device, your site must be designed for phones first. Slow load times (a common issue due to unoptimized code and images) will cause shoppers to abandon your site and go to a competitor.
Web Slides Are Dead: Homepage carousels are cumbersome, hurt mobile performance, and add unnecessary load time. They should be stripped away in favor of clear, direct calls-to-action that align with a user's intent (Search, New/Used Inventory, Service, Incentives).
Simplification is Key: Less is more. You must be ruthless about removing "fluff" and ensuring your site's functionality is clean and easy to navigate to combat decision fatigue.
Consistency builds trust, which is critical for guiding shoppers to your website.
Creative Consistency: Every touchpoint—from a social ad to a Google display banner—must reflect the same brand colors, logo, and overall attitude.
Contextual Consistency: Your brand's voice and messaging must remain on-point across all platforms. Inconsistent messaging or branding will instantly confuse shoppers and erode trust.
Informational Consistency: Ensure basic details like phone numbers and hours are identical across all local listings (Google, Yelp, etc.). This simple act builds dependability and makes conversion easier.
Email is a crucial complementary tool that builds loyalty, trust, and brand awareness, but many dealers treat it like an outdated newspaper ad.
It’s a Complement, Not a Website: Do not stuff your emails with every special, incentive, or image. Giving away all the information upfront prevents a user from clicking through to your website, where you can track their actions and guide them toward a sale.
Test and Segment: You should segment your recipient lists (e.g., service customers vs. sales prospects) to tailor your message and increase open rates. Additionally, test your emails and resend to non-openers to maximize reach.
Less is More: Limit your emails to fewer than three images and between 100–300 words. Most email providers automatically block images, and putting everything in an image tag will cause your message to display incorrectly, looking like spam.
By optimizing these three pillars with a consistent, user-first mindset, you can give shoppers the experience they demand and drive higher conversions for your dealership.
For a deeper dive into these topics and to hear directly from Rob Stoesser, Vice President of OEM, and Billy Sawyer, Creative Director, watch the full webinar below.