The Implication of Voice Search as a Whole
According to Forbes.com, Amazon and Google voice-activated devices account for 27 million units in the US alone, and people are relying on them for conducting searches. In 2020, half of all searches will be voice searches, and 30% of all searches will be done without a screen. With voice search already being so popular and continuing to be on the rise, we must ask ourselves what this means as it relates to car dealership websites and how online shoppers navigate them.
How Can Dealership Websites Utilize Voice Search?
As voice search gains more traffic, automotive websites are going to have to accommodate that if they want to stay relevant to consumer behavior. In its current stages, voice search on a car dealership website would mean that instead of typing in “Chevrolet Malibu” into a site search bar or selecting the inventory tab and navigating the site to the results, a user could simply hit a microphone image and speak into their device to say, “Show me the Chevrolet Malibu”. Ideally, the inventory results would load within seconds. Additionally, a user could say, “Schedule Service” and be taken directly to that website’s native service scheduler. The benefits of a dealership to use this technology trend are many. Not only is it becoming more and more natural behavior for the customer, but it’s also fast, which could lead to an increase in leads.
The Voice Search Revolution is Still to Come
While some website providers offer limited voice search capabilities, it will be interesting to see how the functionality grows and evolves over time. For example, it is already established how important dealership reviews are for a consumer online. Buying a car, after all, is the largest or second largest purchase a customer will ever make in their lifetime, so customers rely heavily on reviews (whether from DealerRater, Yelp, Edmunds, Cars.com, Facebook, Google, the list goes on and on) to determine which dealership they will (or will not) do business with. There is potential therefore for voice search to allow the user to leave a dealership review online by stating how many stars they would give their salesperson or service writer and dictate their review in real time.
In conclusion, while voice search itself is not a new concept, it is still in its stages of infancy when it comes to car dealership websites. Dealer eProcess is actively pursuing the development of voice search functionality on our dealer websites, including optimizing our SEO Custom Content to target these kinds of searches. We also look forward to seeing what other industry leaders bring to the table in this regard as well.
Andrea Veltri is a Regional Sales Executive at Dealer eProcess, and has been in the automotive tech industry for 9 years. Since graduating from the University of Michigan (Go Blue!), she has enjoyed working with car dealerships to drive more traffic to their websites, provide their customers with a user-friendly website that gives them the best online shopping experience and sell more cars with Dealer eProcess’ award-winning technology. She can be reached by email at firstname.lastname@example.org.