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When it comes to consumers trusting brands there are few that have the same reputation as What Car? for impartial and relevant news, reviews and features. That’s why we’re delighted to team up with What Car? to launch Approved Used in partnership with Trusted Dealers.
Now on the Trusted Dealers website, What Car? and potentially your own website we can carry the What Car? Approved Used branding alongside your stock. This will reassure consumers and is supported by the endorsement of the Trusted Dealers Ten Points of Difference. These preparation and provenance standards may come as part of the package with a Trusted Dealer but they do make environment of our website unique and very consumer friendly.
The partnership also gives the Trusted Dealer brand exposure in the What Car? magazine and other Haymarket titles.
This means that consumers will have increased confidence to call or visit your dealership when they find a car on Trusted Dealers and our partner sites.
What Car? also makes a welcome addition to our distribution partnerships with the What Car? used car channel only carrying Trusted Dealers stock. From research we’ve conducted we know that What Car? will produce leads from buyers matching the demographics of our members customers.
This combination of the right users (with good disposable incomes) with the right stock should further increase the volume of leads we generate.
An Interesting Year
Far from a disappointing year it’s been a strong one for most of our members on used cars, with acquiring the right stock perhaps among the top issues at present. Whilst we can’t predict a massive upturn in consumer confidence in 2013 we can see that more and more people are using smartphones and tablets well into the evening and that they’re increasingly likely to buy online.
There are also a number of interesting new web, tech and software applications in both sales and in aftersales that have the potential to create some real wins for consumers and dealers alike.
This means that as an industry we’ll once again have the opportunity to innovate and adapt our behaviour to the 2013 consumers preferences and make hay whether the sun’s shining or not!
Devil in the detail
On a completely different note when was the last time you did usability on your website? This can be as simple as asking a less web savvy colleague to use your website or can involve spending thousands of pounds.
There are some very good value software packages that allow you to record and review what the users actually do to help you understand where you may have inadvertently created “roadblocks” in the user journey.
We recently undertook a limited amount of usability work on our site and increased the amount of time users stay on the site and the amount of pages they look at by more than 20%. This in turn has increased the effectiveness of that part of the site in generating used car enquiries for our members!
By listening to user feedback we increased performance by actually giving them fewer options but with more relevant information.
A bit like selling a car really!