15 WEBSITE OPTIMIZATION TIPS

G E T T I N G T H E M O S T O U T O F Y O U R W E B S I T E D U R I N G C O V I D - 1 9

EVER CHANGING CONSUMER EXPECTATIONS

As consumer behaviors shift, these times call for a thoughtful approach on how dealers interact with their customers and provide digital experiences. As your website becomes the primary showroom, your marketing message and digital experience is important now more than ever. As foot traffic decreases your digital presence and online shopping experience is the connection of product to customer.

Consider this your one-stop resource on making the most of your website as customer behaviors continue to change. This handy reference guide includes insights, ideas on how to engage your customers and merchandise your inventory, and helpful links to show you how you can easily update your Sicrowebsite.

INSIGHTSAs to be expected during this challenging time, customer behavior has been volatile

and is changing substantially week-to-week, even daily. Sincro Digital Agency

teams have been diligently analyzing the constant changes in automotive shopper behavior to keep dealers updated on the

latest insights and provide data-driven recommendations.

Note: Metrics provided represent all dealer sites across the Sincro Digital

network.

Insight 1

CUSTOMER BEHAVIOR

CONTINUES TO BE VOLATILE WEEK-OVER-

WEEK AND OVER THE PAST

MONTH

COVID -19 DISRUPTIONS ACROSS THE COUNTRY HAD A SUBSTANTIAL IMPACT ON WEBSITE PERFORMANCE.60% of the country has implemented some form of stay-at-home order within the past 2 weeks.

W EBSITE VIS ITS DROPPED 12% WOW.Organic Visits fell -8% WoW, Paid Visits decreased -20% WoW, and Direct Visits dipped -12% WoW.

Week-over-week (WoW) from March 29-April 4Month-to-date (MTD) from April 1-5 vs. March 1-5.

Insight 2

Inventory engagement

has started to decline

compared to previous

weeks and periods

I N V E N T OR Y S E A R C H ES F E L L I N A L L U S S T A T E S .With large dips in Washington (-25% WoW),

Michigan (-27% WoW) and Pennsylvania (-22%

WoW).

M O S T U S S T A T E S S A W D O U B L E -D I G IT D E C L INES I N V D P V I E W S.With the exception of Alaska (+1% WoW), most

notably, California (-18% WoW), Michigan (-47%

WoW) and New York (-26% WoW).

W I ND O W S T I C K ER V I E W S P O S T E D A D E C L INE F O R V I N S . A reported 20% decrease in views since last week.

Week-over-week (WoW) from March 29-April 4Month-to-date (MTD) from April 1-5 vs. March 1-5.

Insight 3

SERVICE LEADS

OUTPERFORM SALES LEADS, WEEK-OVER-

WEEK

OVERALL LEAD PERFORMANCE IS DOW N W EEK -OVER -WEEK .Mirroring the decline in site traffic and vehicle engagement.

DROP IN SALES PHONE LEADS OUTPACED THE DROP IN SERVICE PHONE LEADS.Sales phone leads -8.7% WoW & Service phone leads -2% WoW.

EMAIL LEADS DROPPED - 6% W OW ,Driven largely by the -6.5% decline in sales leads while service email leads actually increased 5.3%

over the previous week.

Week-over-week (WoW) from March 29-April 4

Month-to-date (MTD) from April 1-5 vs. March 1-5.

Insight 4

LAST WEEK'S REPORTED

SURGE IN NEW VEHICLEENGAGEMENT

REVERSED COURSE

NOTEABLE DECREASES IN NEW TRUCK & SUV VDP VIEW S.New truck VDP views are down -18% WoW as well as a -20% drop in new SUV VDP Views

USED & CPO ENGAGEMENT METRICS HAVE ALSO DECREASED.Used/CPO engagement was down WoW with VDP views down another -5%.

USED WINDOW STICKER VIEWS ARE DOW N 8% W EEK -OVER -W EEK .New Window Sticker Views posted a similar decline to New VDP Views at -20%.Week-over-week (WoW) from March 29-April 4Month-to-date (MTD) from April 1-5 vs. March 1-5.

WEBSITE OPTIMIZATION TIPSWhile customer behavior continues to be volatile, and the most recent reports showing decreases in engagement, it's important to keep your website optimized for those still shopping and engaging with your brand. Leverage the tips below to get the most out of your website and to keep your shoppers engaged with your brand, inventory, and services.

TIP #1Update your hero images to promote

messages that matter to your customers. Be sure to consistently implement this message

across your site and digital strategy.

See an example in the image above. Click on the image to watch a video to learn how to

update images in your hero (aka Slide Studio).

TIP #2

Update your navigation to match shifts in operations and offerings for customers. For example, add “buy online” or move Service

to a more prominent position in your navigation.

Click on the image to learn how to update your navigation.

TIP #3

Add a link to a COVID-19 landing

page that includes ongoing

messaging and updates that align

with your community mandates,

business operations, and how you

are keeping your customers safe as

they continue to need auto services.

TIP #4

Enable digital chat and online engagement options to

maximize the opportunities for your customers to connect with

you.

TIP #5

Optimize your homepage to

showcase your Service department –

include a tab in the navigation or a

featured content block. Compliment

this by creating a landing page for

one of your departments by using

our pre-built, customizable content

blocks.

TIP #6

Provide links to your inventory,

updated in real-time, specifically in

your navigation to drive users to your

Vehicle Search Results (VSR) to shop

inventory. Click the image to learn

how to activate enhanced inventory

in your navigation.

TIP #7

Add a banner at the top of your VSR

and Vehicle Detail

Pages (VDPs) that incorporates

COVID-19 messaging, reassuring

customers of your safe, sanitary, and

convenient services, ensuring a

consistent and seamless experience

across your site.

TIP #8

Add Virtual Test Drives to your

website to allow customers to

further their shopping experience

from the comfort of their homes.

Press "play" to the right to watch a

video on how to add virtual test drive

videos to your site.

TIP #9

Incorporate a digital retailing strategy and

prioritize it by promoting

it on your homepage,

VSR, and VDPs

TIP #10

Apply sticky title and price on your VDP to

promote key VIN details persist as a shopper

scrolls down the page.

Learn how by clicking "play" below.

TIP #11

Combine your mathbox and vehicle specification

into one view to maximize page space.

Watch this video to

learn how.

TIP #12

Add emphasis to mathbox on the VSR

page.

Learn how to do it here.

TIP #13

Change your VSR page from a single column to a multi-column view to

maximize inventory engagementopportunities.

Learn how here.

TIP #14

Enable the Vehicle Badge feature toshowcase the top and bottom 5% of your

vehicles to increase engagement withspecific pieces of inventory.

Press "play" to watch a video that explains more and shows you how to add the Vehicle

Badge.

TIP #15

Leverage the Offer Spotlight feature to promote the offers and specials thatare most important to you and your

customers.

Learn how to activate Offer Spotlight by clicking "play" below.

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