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Keep Car Shoppers Engaged and On Your Website Longer with Research Pages

It’s essential your car dealership website is doing everything it can to provide car shoppers a better and more efficient ways to shop for cars online. Online car shopping has soared in 2022 and it is expected to slow down anytime soon. How can your car dealership website stand out from other local competition? Research pages are a new LESA feature that can help educate potential car buyers and keep them engaged and on your website longer. Let’s take a look at what research pages provide, the benefits and how to implement.

What are Research Pages?

Research pages are designed to educate car shoppers on important vehicle information for new cars. Car shoppers can find the vehicles they are interested in browsing with the help of search filters including make, model, year and trim. What makes LESA research pages unique? LESA is the first to implement research pages that are not just textual, but include video component helping car shoppers learn about the car and make purchase decisions.

Once you have entered information into the filters, the page will populate numerous feature videos. Automotive manufactures provide featured videos to help shoppers understand the car in more detail. Although walk around videos can help give car shoppers great insight into the desired vehicle, featured videos provide in depth details about numerous elements of the car without having to search the Internet. The number of feature videos available varies by make and model. There are numerous video types including:

  • How-to videos
  • Vehicle feature highlight
  • Vehicle overview

The Benefits of Research Pages

As online car shopping continues to grow, providing information to consumers is key to them visiting and purchasing from your car dealership. LESA is helping dealerships by giving them the ability to add video based research pages onto your website. There are numerous benefits to implementing research pages.

#1. Consumers can learn about vehicle features in one place

There’s ample information on the internet about cars. Car dealerships should make it easy for car shoppers to find information all in one place to eliminate the need to search the web to answer all their questions. Research pages accomplish this, by having all the feature information in one place.

 A research page not only benefits car shoppers, but also benefits consumers that purchased vehicles that want to learn more about the new features. With increasing technology, its hard to learn about everything the car offers, but a research page eliminates the need to pull out a car manual and learn about features of your car.

#2. Keep Car Shoppers on Your Website Longer

By equipping consumers with the information they need all in one place, you will find that shoppers are visiting your website more frequently and staying in your website longer. This directly increases the likelihood that they will either contact or visit your dealership in person.

#3. Research Pages are Unique and Can Set Your Dealership Apart

It’s not always easy to make your car dealership website stand out from your competition. LESA research pages are a new feature that not many dealerships have taken advantage of. This can give your dealership a unique edge.

#4. It’s Easy to Implement

LESA research pages are easy to implement. In fact, the LESA team can get it set up and running on your website without having to involve website designers which can be costly.

#5. Videos are Professional and Compelling

The videos on the research pages are professionally done and visually compelling. You don’t have to hire someone to spend hours producing a quality video, and can have access to our library for numerous makes and models. When it comes to online car shopping, reading text isn’t enough to get someone to take action and buy the car. They need as much detail as possible to initiate interest in purchasing.

LESA Can Help Your Car Dealership Implement Research Pages

LESA’s technology can help your car dealership quickly implement video centric research pages to help your car dealership stand out from competition. Videos are highly educational and are helping convert car shoppers into car buyers as online car shopping continues to soar. Get started today! Contact Us

LESA’s Photo Library Capabilities Helping Car Dealership During the Chip Shortage

The chip shortage has had a tremendous effect on the automotive industry. Although the auto industry only represents about 5% of the chip industry,  the shortage cost the global auto industry about $210 billion in lost revenue in 2021, according to Alix Partners. There are steps that car dealerships can take to help sell new vehicles while in transit, thanks to LESA’s photo library capabilities. Let’s take a look into the chip shortage and how car dealerships can respond. 

How Did the Chip Shortage Happen?

The crisis started back in March 2020 when the world was forced to shut down as COVID-19 was spreading rapidly. This forced automakers to shut down plants and temporarily halt orders from suppliers. While the shut down was taking place, this resulted in increased demand for cell phones, televisions, computers, games and home appliances as millions around the world were forced to stay at home. Chipmakers rerouted their supply to the industries that needed it most, like the electronics industry, as consumers were eagerly willing to pay more for the devices. 

The automotive industry came back sooner than expected with the help of online shopping in the summer of 2020, resulting in chip suppliers being unable to provide products to the automotive industry. 

What Does This Mean for Car Dealerships?

The chip shortage has created a few notable problems for car dealerships 

  1. Manufacturing delays: manufacturing delays is increasing the transit time of new vehicles. Many car dealerships don’t physically have access to the vehicles but have the ability to start selling them due to the heightened demand for cars. How can a car dealership sell cars without physically having it? With the help of photos and videos online.
  2. Increasing Popularity of Custom orders: Numerous consumers are willing to place custom orders due to the inventory shortage. Car dealerships need to be able to show customers the options since they don’t physically have sample cars to show. There are typically hundreds of makes and models, so it can be difficult to showcase options without inventory. 
  3. No Inventory: The chip shortage is causing major inventory delays. No one wants to shop at an empty car dealership, so car dealerships need to equip their website with options for consumers whether they are custom orders or cars in transit. Having photos can help ensure your website visitors don’t view an empty website. 

LESA’s photo library technology is helping bridge the gap between the problems car dealerships experience due to the chip shortage.

A Solution for Car Dealerships During the Chip Shortage in 2022

The chip shortage is causing numerous problems for car dealerships and equipping themselves with LESA’s photo library with thousands of sample photos of hundreds of makes and models can be an easy way to help their car shoppers feel like they still have options while shopping. 

Numerous car dealership websites will place a simple stock photo to account for cars in transit and custom orders on their website, but is this really helping shoppers browse their options? Or does it look like your car dealership has an empty website? LESA is able to provide a library of photos with neutral backgrounds so car shoppers can shop for vehicles while cars are in transit or when looking for custom order options.

Below are some of the sample pictures that LESA can provide for each make and model. Compared to the typical stock photo that car dealerships are currently using, the photo library gives much more detail and visibility into the car features by allowing car shoppers to browse through 20-30 car photos while the car is still in transit. Car dealerships can increase the likelihood of a shopper calling about a car with the detailed photo library.  

Get In Touch with a LESA Representative Today!

Speak with a LESA representative today sales@lesautomotive.com

LESA’s New Technology, Ultra 360 spin, Offers Important Advantages Over Traditional 360 Spin

Online car shopping has grown exponentially during the last two years pushing car dealerships to create a stronger online presence. This trend does not seem to be slowing down anytime soon as car shoppers prefer to visit the car dealership less and to use online tools when looking for a new car.

So how can a car dealership display it’s inventory on their website? Buying a car is a huge purchase for most consumers, and it is important dealerships equip shoppers with all the information they need to make such a large purchasing decision. LESA’s new feature, Ultra 360 spin, is an innovative technology compared to traditional 360 spin that is helping consumers view the car as if they were there in person thanks to the use of video.

Let’s take a look at traditional 360 spin vs. Ultra 360 spin and the advantages Ultra 360 spin has in helping consumers make important purchasing decisions. 

What is Traditional 360 spin and How Does It Work?

Although traditional360 spin is not technically video, numerous car dealerships have added it to their websites. Traditional 360 spin offers interactive images that allow your customers to view the exterior of a vehicle from every angle.

Traditional 360 spin works similar to a flip book, and is a collection of consecutive photos that creates the illusion of a spin allowing you to view multiple angles of the car. If a consumer views a traditional 360° spin image on their computer, they can drag their mouse to rotate the vehicle. If the image is viewed on a tablet or mobile device, all it takes is a swipe of the finger to rotate the image.

What Is Ultra 360 spin and How Does It Work?

Ultra 360 spin uses video technology to provide seamless and smooth visibility into the condition of the vehicle on the outside and the inside of the car. Ultra 360 spin technology scrubs video footage back and forth giving the car shopper the ability to view numerous angels of the vehicle with the swipe of a finger or click of a mouse. 

The AI spotlight technology allows shoppers to easily zoom on important car details such as cup holders, buttons, tires, steering wheel, navigation and more. Ultra 360 spin technology offers a completely different and more transparent view of the vehicle making it easier than ever to successfully shop for a car from the comfort of your home, without missing any important details. 

For Ultra 360 spin to be implemented, walk around videos must be recorded of each vehicle. Once the walk around vehicle videos are recorded, your dealership can benefit from both vehicle videos and Ultra 360 spin. 

The Advantages of Ultra 360 spin over Traditional 360 Spin?

Traditional 360 spin is broken down into exterior and interior photos. The exterior photos can be rough or smooth depending on the exterior spin is constructed, which could lack the detail needed to view the car. With regards to the interior traditional 360 spin, it is just a 360 photo that is fixed on the arm rest, which allows for minimal detail to be seen since you are spinning from a fixed location. The consumers then must rely on hotspot photos, which they have likely already viewed in the photo gallery. 

Ultra spin, on the other hand, uses video technology to provide a new smooth and seamless view of the car almost as if you were viewing the car in person with the swipe of a finger. Spotlight features allow the consumer to easily view features that matter most in detail. compared to just a photo gallery or a fixed location. The visibility into the interior allows the consumers to see different angles as if you were shopping in person. Hot spots in traditional 360 spin are nothing more than photos that the consumer has already looked at, therefore providing no additional value to help them making important purchasing decision. 

Why Multimedia Features Are Important for Dealerships in 2022?

In 2022, it is time for car dealerships to elevate and innovate with multimedia. Multimedia combines text, graphics, audio, 360 spin and video that let the user navigate, interact, create, and communicate. LESA multimedia player takes on a custom and innovative approach to having multimedia on a car dealership website. The LESA player allows the dealership to have numerous different features for each vehicle, with little effort. The simple tool can help empower consumers to make purchasing decisions without numerous trips to the dealership.

Data from a LESA study which analyzed dozens of car dealerships showed users that interacted with multimedia spent 3x the amount of time on a website then users that did not. Additionally, data from the study showed that car dealerships that implemented video features on their website saw an 400% increase in conversions on their website. Implementing video really can be the difference in turning car shoppers into car buyers. 

The Bottom Line

In 2022, photos won’t be enough to sell cars online. In a competitive environment such as the automotive industry, it is essential car dealerships tailor an online strategy to the preferences of the consumers they serve. Consumers continue to prove that multimedia is the most effective medium to learning and digesting information making Ultra 360 spin an attractive option for car dealerships looking to sell cars online.

Speak with a LESA Representative Today!

Interested in learning more about LESA Video Technology for Car Dealerships? Get Started and talk to a representative today! sales@lesautomotive.com

How Multimedia is Helping Car Dealerships Sell Vehicles

What Is The LESA Multimedia Player?

LESA multimedia player takes on a custom and innovative approach to having multimedia on a car dealership website. The LESA player allows the dealership to have numerous different features for each vehicle, with little effort. The simple tool can help empower consumers to make purchasing decisions without numerous trips to the dealership. 

We talk more in depth about the player in our previous blog post, “Having a Great Website Includes Multimedia.”

How Will the Multimedia Player Help Sell Cars?

LESA analyzed Google Analytics data from car dealerships to evaluate the effectiveness of the multimedia player to really discover if it was helping car dealerships sell cars. The quick answer is YES, video is absolutely helping car dealerships sell their inventory. There are four ways that video and multimedia is improving the effectiveness of your website: 

  • Increasing session duration
  • Increasing pages/session
  • Increasing events/session
  • Increasing conversions 

Let’s take a deeper look as to how and why video is helping car dealerships sell vehicles. 

Increase Session Duration

We compared a user’s time spent on website when interacting with a multimedia player vs. not interacting with it. The results are astounding. A user that interacted with multimedia spent 3x the amount of time than a user that did not interact with video, increasing session duration by 300%. 

In our sample data of a car dealership we analyzed, the average session duration for a user that interacted with multimedia was 10:35 compared to only 3:02 for users that did not interact with multimedia. We saw similar numbers across a dozen other dealerships.

Why does the multimedia player increase the time spent on the website so drastically? Multimedia provides an engaging and educational experience for car shoppers. It gives them the transparency and the information they need to successfully shop for a car online. 

A good session duration across industry standard ranges anywhere from 2-3 minutes. As you may already know, there are a mountain of evidence that proves the more time a consumer spends on a website the more likely they’re likely to convert to a buyer.  

Increase Pages/ Session Duration

LESA also compared data of the average pages per session of a user that interacted with multimedia compared to a user that did not interact with video and found that video increased the number of pages viewed by 170% compared to no video. What does this mean? The dealership we observed showed that users that interacted with multimedia viewed almost 8 pages (7.92) compared to only 3.13 pages before leaving the website. This could be a huge difference for your dealership, meaning a user could potentially view 8 cars instead of 3 before leaving. 

Why does the multimedia player increase pages/session? The information that video presents to car shoppers keeps them engaged and confident that they are truly getting a great preview of the car. It heightens their curiosity and results in them viewing more makes and models the dealership has to offer.

Increase Events/Session 

An event is considered any activity that a user takes on your page. This could include button clicks, video plays, form submissions, looking at the description section of the vehicles, viewing the window sticker, scrolling down the page, and more. 

The multimedia player also had a substantial impact on increasing events/session compared to a user experience without interacting with video. In our analysis, we found that users that interacted with video saw a 150% increase in events taken on the webpage compared to users that did not interact with video. The average number of events per session in the dealership observed was 30 compared to 12. This 2.5X increase could help your car dealership convert shoppers into buyers.

Why do videos increase events? Videos interactive and educational nature help keep users engaged on your website, resulting in a user wanting to see and explore more of the website. Empowering users to take action on your website is the goal, and videos can help users take meaningful options resulting in converting car shoppers into car buyers.

Increase Goal Conversion Rate

Finally, and most importantly, video is proven to increase goal conversion rate. Many dealerships have already set up goal conversions in Google Analytics. Goal conversions could include submitting a check availability form, engaging in chat, clicking on the phone number to call, and more. In order to track how many consumers are converting. We are looking at the same consumers who interacted with the multimedia player if they also converted through the goal conversion tracking. This  allowed us to see there was a 400% increase conversion compared to consumers that did not interact with the multimedia player in the dealership we observed. The numbers were similar across over a dozen dealerships that were analyzed. 

An industry standard conversion rate is between 2-4%, however,  certain car dealerships using the LESA multimedia player with video on average are seeing a 14% conversion rate. This means that car shoppers really are turning into car buyers, and contacting car dealerships to take action. 

Take Action: Improve Your Website So Car Shoppers Become Car Buyers

LESA encourages each car dealership to review their Google Analytics and compare the session duration, pages per session, events per session, and goal conversion rates to the rates with the multimedia player analytics we shared above. Multimedia can without a doubt improve your website, and convert car shoppers into car buyers.

The Bottom Line: 

Using Google Analytics LESA proved that video is truly making an impact! Having a multimedia player such as the LESA multimedia can really help your car dealerships sell cars. It’s an easy and affordable way to convert car shoppers into car buyers. 

LES Automotive Multimedia: How Do I Get started?

Reach out to a representative today at https://www.lesautomotive.com/contact/

We’ll help you setup a custom report in Google Analytics that you can use to compare your key GA analytics before and after adding video to your site.