Small Website Changes Increase Access + Interest of Women

Last month there was such strong interest in our mid-year report “Dealers Websites are #1 with Women Buyers” we have decided to follow it up with more nuggets regarding your site, engagement and women shoppers.

As competition rises, it’s the right time for dealerships to focus on areas of improvement, engagement, and delivering a quality experience to women customers. Today we are focusing on low cost, positive and quiet changes that can make a big difference in showcasing transparency to women.

1. Provide Email and Direct Number Details: Make it easy for your women prospects to locate and contact the people that they are working with. Email addresses, direct phone or even a cell number is ideal.

2. Professional Photos of the Staff on the Website: By posting professional pictures of your staff with their names and titles, it is easy for customers to give a face to the voice they have spoken to. Or, at least, it will lower any anxiety or mystery about whom they will be working with during the car buying process

Did You Know?

The #1 online destination for women shoppers is your website? That’s right, dealer’s websites are the top on-line source women visit when in the car buying funnel. Yet, one-third of women report that their dealer’s website was NOT helpful. Making the access, usability, color, content and design appeal as user-friendly as possible is paramount to YOUR business success.

3. The New Standard: No AOL or Yahoo’s in emails: A Hotmail or AOL email address on the dealership business card does not cut it today. Simply put, it comes across as unprofessional and dated. Certainly an Apple, Nordstrom or Lulu Lemon Sales Advisor doesn’t hand out their business card with an “aol” or “yahoo” email. When giving cards to women clients, make sure the email is professional and customized according to your dealership name.

4. Quick Access to the GSM or Sales Manager: Lastly, customer delays on hold can be inevitable when trying to reach the GSM, Sales manager or ISM. Still, it may be frustrating for women customers to wait and then interact with a receptionist because a voice mailbox is full.
Allowing customers to get through in seconds without long hold times can make a big difference to your women customers calling. Even if it means taking the call and saying hello just to set up a time to call them – it sends a message of transparency, interest and availability.

For more "Small Changes in Your Digital Footprint Create Easier Access for Women," Click Here.

All dE members receive a Free copy of the 2014 Women’s Car Buying Report? Click here.

Good Selling!

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Comment by Brian Bennington on August 12, 2014 at 6:19pm: OK Anne, now you're getting it! And, reading your "of the cuff" comment about face hair's "2nd coming," I know your knowledge and research can generate plenty more of the same. It's the things that women like and men would hardly notice, that can be translated into the selling process.... That's what I'm, or should I say you're, talking about. By the way, that "Cosmo" article was probably 40 years old–back in their "Golden Age." But, articles about it in media you can trust, are few and far between. Does that date me?

Comment by Anne Fleming on August 11, 2014 at 11:05am: Brian -- thanks for your comments. In one respect, I am happy that we continue to pique and tease your interest. On the other, sorry that your golden nugget evades. (LOL). Each week its a different topic and so I trust that one week we will zero in on THE topic that hits your mark. Thanks for all your feedback always!!!!!!!! You are the best.

ps-- The article might have been dated, as beards + facial hair are in their second coming right now.

Comment by Brian Bennington on August 10, 2014 at 8:45pm: Hi Anne, and congratulations on the regularity of your "Women's Wednesday" blog. I appreciate how time- consuming maintaining it must be, as I'm sure you've got a busy schedule to begin with. But, as mentioned many time before, I'm waiting for you to reveal the secrets that are exclusive to motivating women. I don't blame you for teasing us a bit, as I'm sure the wait will be worth it.

Reflecting back many years, I recalled an article "Cosmopolitan" ran on just this subject. The two things I remember most (because I followed their suggestions on them) was to shave off the face hair as women are more likely to think it's "hiding something," and that the most disarming scent to women making over $50,000 a year was Aramis cologne. While I can't remember much reaction to being clean shaven, the Aramis prompted lots of rave reviews, even to women earning less than 50K, and it definitely helped me make an initial positive impression. And, regardless of what I was selling, that good first impression helped out all the way through the close.

Comment by Anne Fleming on August 10, 2014 at 1:09pm: Sally -- you are welcome. We feel it is important to provide the data we receive from women and forward it to the industry + dealers who can use it to make a difference with their very customers and prospects.

Comment by Sally Whitesell on August 10, 2014 at 9:49am: Thank you for always providing statistics everyone should have. Most men do appreciate the changes we recommend for female clients but for women, it is imperative! As you said, it's the little things that make a great difference.

Comment by DealerELITE on August 6, 2014 at 5:00pm: Anne thank you for sharing

Comment by Michael Baker on August 6, 2014 at 3:50pm: Great Great fundamental tips. Even though female skewed in some regards, many/most of your sightings are great fundamental practices for both genders. Thanks again Anne.

Comment by Anne Fleming on August 6, 2014 at 3:39pm: Mike -- thanks for your feedback. Agreed - its usually the small things that make the difference. These are low-cost and easy to implement, yet, most new car dealerships don't have these in place. The upside is huge -- women are looking fore seamlessness. Anything to save her time and make it an easier transaction.

Comment by Mike Elliott on August 6, 2014 at 3:30pm: Great information, Anne. Given how many women buy cars or influence another person's purchase, taking action based on your advice could give a local dealership an edge against their competitors.