It is a new year and your dealership ought to be in the best position from a digital perspective as possible. Part of that equation is having a simple and user-friendly vehicle appraisal tool on your website. Trade-in tools are nothing new and there are many of them on the market. This article will highlight the three biggest items to consider when deciding which tool is right for your dealership.
Let’s start by covering the number one reason that dealers should have a trade-in tool on their site. Put simply, it is because customers want to know what their car is worth. This is a top concern of all car shoppers and if they don’t find the answer to this question on a dealership’s website, they will go to a 3rd party site (think KBB, Edmunds, etc.) for a valuation of their vehicle. Problem is, on those sites they will be exposed to inventory from many different dealerships who pay to advertise on them. If you, the dealer, can answer their question on your site, you not only give the customer what they’re looking for and in turn will keep them on your site longer, you also generate a high-quality lead as the customer submits his or her contact information in order to get an estimated trade in value online.
The first point to consider when selecting a trade-in tool is the ease and user-friendliness of your trade in. Is it a clunky, multi-step process that forces the customer to select from a slew of equipment and options from a never-ending series of screens with multiple drop-down menus? Or is it a clean, simple process that takes under a minute and provides the customer with an estimated value while taking out all of the cumbersome activity? You want the latter, of course; one in which a customer enters his or her trade in, his or her contact information, and gets results from credible sources such as NADA, BlackBook Online, and Kelley Blue Book.
Finally, the goal of appraisal tools is to generate website conversions, so you want to be sure that there is sufficient placement on your site of the trade-in tool itself to prompt customers to click into the trade-in application. A homepage banner or button, a banner or button on the SRP and VDP (new, used and certified), as well as within the menu drop down with language such as “Value My Trade” or “What’s My Car Worth?” are crucial call-to-actions that should not be overlooked.
Dealers have long known how important trade-in tools are for their website conversion and for their used car (and in turn, new car) operation. It is simply a matter of selecting the right tool and user experience. Stickiness on your website and placement and presence are the top factors to consider when selecting which trade-in tool to use. Generate leads while answering a top question of your shoppers – a true win-win!