Vehicle purchasers are twice as likely to visit one of the four key shopping tools on a manufacturer’s website as the typical internet browser! It’s easy to see why key shopping tools would have such a close tie-in with sales. They are the proverbial lower-funnel purchasing steps; if you’re looking for a quote or researching a nearby dealer, then you’re definitely serious about buying. But if you’re browsing the photo gallery of Porsche, Lamborghini or Ferrari there’s a good chance you’re doing just that: browsing. These key tools’ innate value comes from their ability to capture consumers’ attention by helping them find the right information at the right time, in the right place, and with a predictable result.

So what is the “right” information?

1. Request a Quote
2. Locate a Dealer
3. Build your Own Vehicle
4. Special Offers

The “right” place is one that’s easy to find, not one requires you to use search windows or other convoluted ways to help you find what should be readily available information, like how to locate a dealer. But what have OEMs done knowing that shopping tools have such a strong correlation with sales? Well, I have seen many revamp their website homepages to make the tools “front & center” for their visitors. Off the top of my head I know BMW, Toyota and Mercury have emphasized the shopping tools throughout their sites. And since they launched these new initiatives, Compete has seen traffic to the shopping tools increase for these three manufacturers.

The “right” time is all about not taking too much of it. Everyone has been in the situation while searching on a particular site when we simply can’t find the next-step function and become frustrated. Whether that is an “add to cart” button, a “next” link, or “purchase” function, when these are not easily detectable we become aggravated with the process, the site and the brand. So the “right” time really is a simple answer – when the consumer wants it – which in the case of a vehicle website is anytime a consumer lands on your site. The shopping tools need to be clearly visible on all pages so a consumer spends little time looking for them.

The “right” result may simply conclude with providing the consumer with useful information, but begins with tool choices and user experience that all play a key role in making the shopping process more meaningful. We know that OEMs are aware of this and are taking corrective action, but how much of an impact do the changes they make have? How do they stack up against the competition?

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