How We Define Your AutoEdge Website Personalisation Strategy
Article published: 25 March 2021
If you haven’t heard of Bluesky’s AutoEdge website personalisation solution before, then you’ve been missing out. This clever, A.I. Powered tool allows you to understand your website visitors, and personalise your site to meet their needs and expectations. As your site gets more relevant, your conversions increase.
So, what is the process for adding it to your dealer site?
It’s a deceptively simple concept, with a wide array of implementation options. Like all Bluesky products and solutions, we have baked flexibility in from the ground up, allowing our car dealer clients to adapt the product to suit their specific objectives and needs. However, we understand that this can make it a little overwhelming to decide what direction to go down.
It is for this exact reason that we perform an AutoEdge onboarding process with you. Here’s a little preview into what that process looks like:
Step 1: Understand your dealer website objectives.
As with all marketing strategy, this first step is the most important – we need to know what matters to you, and what you need to achieve. Whilst working in a niche industry gives us some advantages in this area, we know that all dealers are different – and as such our first step is to work with you to understand your current business priorities.
From here, we’ll be able to move onto:
Step 2: Defining your strategy.
This is where we come up with a few approaches that specifically aim to achieve your objectives. These can differ widely depending on your priorities. Here are a couple of strategy examples:
1. Improved Relevance
A relevance strategy focuses on getting customers to the most relevant section of the site, as fast as possible. This often heavily personalises key website landing pages, and tends to build segments around new, used and aftersales as a bare minimum (though the possibilities are endless). This strategy works for both returning visitors, and visitors who have been actively navigating around your site.
2. Improved Engagement
An engagement strategy focuses on encouraging customers to convert, changing the messaging and CTAs as the visitor progresses through their website experience. The strategies can focus in on converting unconfident visitors, or can choose to push more heavily at the visitor we think are right on the cusp of enquiring.
3. A Hybrid Model
Many strategies combine both of the above approaches – and often throw in some different bits and pieces for good luck!
Why not have your cake and eat it, too?
Step 3: Deciding on your personalisation.
Once we know what matters to your dealership and how we want to segment and define your customers, then we can look at the specific website personalisation.
This is where we will demonstrate to you, through concepts and wireframes, how individual sections of your website will adapt and change for different visitors. These changes will be across various pages of your website, and can range from subtle tweaks to whole scale rearranging and content prioritisation!
Step 4: Training.
Because AutoEdge is compatible with our cutting-edge automotive website CMS, you will have the ability to change and maintain a number of the areas of personalisation yourself. Your team will train you in where to find these content pieces and how to change them, ensuring that your personalised customers always see the most up to date deals and content.
Step 5: Measurement and results.
Once AutoEdge personalisation software is live on your website, and that artificial intelligence is dynamically sorting your visitors and servicing distinct content, the most important thing is to ensure that it is working optimally. We build data analysis into our strategy up front, providing an in-depth standard report and also ensuring that all the data goes through to your Google analytics account.
This ensures that we can continually tweak and grow your strategy – changes can include modifying your personalisation, changing thresholds for how we sort cand categorise visitors, and so on and so forth. As we say, the world is your oyster!
Want to understand how AutoEdge can transform your website performance? Give us a shout on the form below.
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