Tag: multimedia

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.   

Multimedia for Car Dealerships

Having A Great Website Includes Multimedia.

Car shopping habits have changed significantly as shoppers are spending less time at the dealership and more time online. In fact, the average car shopper visits just 1.2 dealerships before making a purchasing decision. What does this mean for car dealerships? They need a strong online presence with multimedia features to help sell their cars.

Along with enjoying increased engagement and shares that multimedia provides, there is one powerful reason for including multimedia on your website- it is helping dealerships sell cars. Multimedia increases the time spent on your website which is aiding consumers in purchasing decisions and leading to the purchase of cars.

As online car shopping continues to soar, car dealerships need to be aware of the important benefits multimedia provides. LESA is helping car dealerships integrate multimedia options onto their car dealership website very easily with their LESA multimedia player.

What Does Multimedia mean to LESA?

Photos have been popular one the internet since the 1990s. 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. The bottom line: LESA’s multimedia player is helping car dealerships sell cars.

Why Does Your Car Dealership Need Multimedia?

1) Multimedia increases time spent on website: Studies conducted by LESA have shown that having a multimedia player on their website can increase time spent on website by 50%. Increasing time spent on website is directly correlated to increased conversions. Your dealership will increase its ability to sell vehicles online with a multimedia player.

2) Multimedia can boost SEO: Search engines notice multimedia content more than anything else since it has greater impact on overall content. This is why it is important to add alt text to all elements you upload. Additionally,  it is important to ensure  your video is being streamed from a content video network so the video can stream without hesitation and quickly boosting your SEO.

3) Multimedia is better for branding: Since people these days have become tremendously visual; video is one of the most popular multimedia types you can see everywhere. Without these channels like audio, video and supporting images it is difficult to build brand recognition. Make it simple: online brand building requires utilizing every multimedia asset available these days.

Using LESA to Integrate Multimedia Features On Your Car Dealership Website

Over the past few years Americans have shifted from content readers to content viewers.

LESA is partnering with car dealerships around the United States to integrate multimedia content during the car shopping experience. The LESA multimedia player allows car dealerships to display photos, video, 360 spin, and featured videos to help educate and give transparency into the vehicle they are shopping for. 

Not only is online video consumption at an all time high, but video content is also proven to influence purchase decisions of consumers. The pandemic has accelerated this process as shoppers want to research, shop and buy cars online rather than going down to the dealership.

The transparency that video provides in the online car shopping experience is invaluable to consumers as it helps educate and influence purchasing decisions. Video mixed with other multimedia elements such as photos, audio and 360 spin is helping car dealerships convert shoppers into buyers. 

What Does LESA Multimedia Player Include?

Vehicle Video

Car dealerships can easily record and upload a video to their website.  The app allows you do easily add VoiceOver listing options specific to that vehicle, background music and more to enhance the videos to increase user engagement. The more time a viewer spends on a shopping page, the more likely they are to buy. People spend on average 2.6x more time on pages with video than without. Our full-motion walk-around videos have an 80% completion ratio average for a 2-minute video.

Photos & 360 Spin

Although consumers prefer video, sometimes they want to browse through photos or 360 spin. These features along with video can help aid consumers in the car shopping experience. 

Spotlight Feature

The vehicle videos have spotlight features so shoppers can easily view the features of the vehicles that matter most. Easily view the headlights, steering wheel, tires, navigation and more.

Featured Videos

Featured videos help aid consumers in the purchasing decisions necessary to online shop such as gaining a deeper look into the interior design, all-wheel drive, safety and driver assist technologies, and numerous other vehicle features. 

CARFAX Integration

LESA’s multimedia player integrates with Carfax for those that have a Carfax subscription so shoppers can easily browse vehicle history reports to gain a better understanding of the car. 

Contact Form & Chat Function

One of the main benefits of a multimedia player is getting online shoppers engaged. LESA’s multimedia player allows car shoppers to submit contact forms on vehicles they are interested in and even chat with the team at the car dealership in just minutes online. 

The Bottom Line: Multimedia is Powerful

Engaging users via the power of multimedia allows site owners to interact with their visitors more. Car dealerships should consider adding a multimedia player to their car dealership website as photos may prove to be insufficient in 2022 and beyond. 

In our next blog, we will discuss how video content increases engagement and time spent on website with samples from some LESA customers.