First impressions count for car buyers

New research has found that a manufacturer’s website is the first port of call for more than a quarter of car buyers. Nearly a third will go there first with just over a quarter visiting the retailer’s website first.

This is according to new research carried out by CitNOW. It found that 30% of new buyers would visit a manufacturers’ websites while 26% would go first to a retailers’ website.

With more than half (57%) of motorists researching their car before visiting the showroom, retailers should ensure their websites are accessible, informative and engaging to attract potential customers onto the forecourt.

By enhancing their website with high quality digital assets and then engaging the potential customer using personalised video, retailers can build an enticing online presence and bridge the gap between the online and offline car buying experience.

Ollie Parsons, head of sales and client services UK, said, ‘For thousands of car buyers, a retailer’s website is the first touchpoint during the buying process, and that initial impression can help build a lead, or turn them towards a competitor.

‘Delivering high quality imagery and video can help transform a retailer’s online customer journey, creating engaging listings that can attract potential customers to your website, and help convert online traffic into footfall.’