Skip to main content

Achieving Objectives Series: How to Make My Website More User Friendly

Achieving Objectives Series: How to Make My Website More User Friendly

Article published: 11 August 2021

In the latest edition of our series designed to help you target specific websites objectives, we investigate how car and van dealers can ensure that their website is user friendly. There are a number of ways that you can make your website work for both your needs and those of your customers, and our digital marketing experts are going to address some of the key themes.

Things to remember when looking at your website:

Firstly, it’s vital that you try and simplify the journey and the car buying experience wherever possible. Remember that you, as someone working with the motor trade, are NOT a traditional buyer, and that your base level of knowledge is likely to far exceed most of your customers.

As such, wherever you can we recommend that you consult with other people when reviewing and assessing your site – whether you use online tools like usertesting.com, or consult with friends and family. Don’t be afraid to take criticism and make changes – your bottom line will thank you for it.

3 simple ways to improve how user friendly your website is:

1. Clear navigaton

The chances are that a user will arrive on your website homepage or franchise homepage if they haven’t visited before – unless, of course, you have some good PPC advertising set up to get them to the most relevant page.

Regardless, you need to ensure that your website navigation is simple, giving all the pages they need – and ideally that your homepage has clear panels to help them get where they need to.

2. Anticipate needs

What is a used car customer likely to need? What will a new car customer be looking to find out? Have you forgotten the needs of your (highly profitable) servicing market? Anticipating these needs and delivering them at the relevant points of a user’s journey through your website will help maximise your chance of conversion.

As an example, Motability customers often have a higher interest in understanding dealership accessibility, and also seeing “meet the team” content. Does your website meet these needs without unnecessary digging?

3. Provide clear CTAs

A user-friendly dealer website will always make it as easy and straightforward as possible to progress towards your target end action – whether that is live chat, calling the showroom or submitting an enquiry – or, ideally, completing a vehicle purchase completely online.

As such, you need to make sure that your site has clear obvious calls to action, that help the customer whilst also prioritising the contact-types that you know your team are best at converting.

It’s not all about manual changes to improve website usability. Have you considered using A.I. to personalise your website to your customer’s behaviour?

AutoEdge dealer website personalisation software

Bluesky’s innovative solution, AutoEdge, allows your automotive website to automatically adapt to the needs of your customers, without you having to lift a finger.

By using machine learning to understanding what your customers are doing on your site (what business areas they’re looking at, what their search criteria are etc), AutoEdge can automatically segment them into user types, and present completely different content and layouts to them.

This means that your website can give your customers exactly what they need at exactly the right moment, significantly improving website usability. In fact, we often see conversion rates upwards of 20% when we use the powerful AutoEdge artificial intelligence to adapt your site – it’s truly remarkable.


Looking to improve your dealer website's usability? Speak to our team via the form below to find out how we can help!

Talk to us

Other news you might like

20 September 2021

Have You Developed a Cookies Strategy for Your Website?

Cookies are getting a lot of attention at the moment, and it's important that your website is compliant. However, different legal teams have different interpretations of what counts as "compliant". Now is the time to sit down and device a strategy that meets your specific interpretations and needs.

01 September 2021

How can you maximise checkout profitability?

Today we're sharing some insights on the Value Added Products module, part of the AutoTransact automotive checkout solution. Letting dealers sell products above and beyond the vehicle, this is a real opportunity to make more profitable sales!

17 August 2021

How Can Video Chat Power the Digital Dealership?

The physical dealership is still important - but the last 18 months have shown us just how much of the journey can (and will) be done online. Today, Bluesky's specialist video-chat partner, Vee24, share some insights into how video chat can be the missing link between the physical showroom and the online dealership.