90% of the customer journey takes place online
The customer journey for a car purchase has undergone major digitalization in recent decades. Have you managed to transform your business?
5-7 visits are a thing of the past
While 20 years ago, car buyers would visit multiple dealerships to find the right vehicle, over 90% of the buying journey now takes place online, with most decisions made long before they even set foot in a store. Your customers typically only visit 1-2 dealerships before making a purchase. So it’s more important than ever that they become aware of your store when they’re ready to make a purchase.
The customer journey today
Typically, a buyer's journey begins long before they step into a store. They are inspired by social media, videos, news sites, and advice from friends and family. After this stage, your customers begin an intensive online search process, narrowing down their choices based on car type, budget and specifications, often with an interest in 5-6 different models. Capturing their attention at this stage is crucial.
1. Attention: The hunt for a new car is initially heavily inspired by social media, TV, YouTube, family and friends. The car buyer then begins to research the market online using search engines, forums and social media.
2. Needs assessment: In our websitebuyers begin to form preferences for certain brands and models. Here they find out which cars best meet their needs. Informative reviews and videos are essential for meeting needs.
3. Comparison: The car buyer begins to compare prices on variants of the preferred models. Various car portals are used for this. A typical buyer compares 6 different models.
4. Evaluation: Here, the search is narrowed down to 1 model/variant. After that, the car portals are searched intensively to find the best offer. Car buyers check out an average of 5 car dealer websites, but only visit 1-2 physically before making the purchase.
5. Purchase: The car buyer has found the right model at the right price, and will on average visit 1-2 car dealers to complete the purchase.
In the website autouncle.co.uk buyers can search for more than 430.000 cars.
- Car buyers compare around 4 car brands and 6-7 models. The vast majority filter by location, price, year, model and brand. A few are looking for specific equipment variants.
- 75% of user activity occurs in a 5-week period and sees pictures of 28 different cars
- A user visits AutoUncle on average 15 times before making a purchase,
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