Retailers Need Support with EV Representation on Their Websites
Websites are core components of a business’s marketing strategy. But with the shift in automotive technology from ICE to EV, not all dealers – honestly very few – have website content that supports the new vehicles they are trying to sell. To be sure customers get the information they need from dealers, Maritz conducts digital assessments that analyze how customers engage with dealer websites from a digital perspective. Assessments cover specific points throughout a car buyer’s digital journey, including how customers search for a dealer, experience dealer websites, and even contact the dealership. By improving customer service and satisfaction in these key areas, dealers can better meet the needs of EV customers.
Beyond the touchpoints in the sales process, improving EV content on a dealer’s website is crucial to meet EV program goals. Retailers require support and guidance navigating the evolving EV landscape, addressing technology, educating consumers, integrating charging infrastructure, and strategically positioning themselves. Support is also needed to help educate dealers on utility programs including time of use rates, managed charging programs, and incentives available from the utility for their customer, allowing dealers to better inform the buyer at time of sale.
Also, by reviewing dealer website content, Maritz’s assessments help retailers improve digital information, customer handling, and program compliance. Integrating assessments into program results is also vital for evaluation, pinpointing areas for improvements, and maintaining alignment with goals.
“Improving EV content on a dealer’s website is crucial to meet EV program goals”
The Essential Components of EV Retailer Assessments
A thorough assessment of website optimization and search engine performance can refine the EV buying process and customer experience.
Search Engine Analysis
Buyers can’t purchase what they can’t find. To understand retailers’ reach in the market, a thorough review of their organic and paid search rankings, as well as the content that is ranking, is a best practice. Assessing how dealers rank organically for EV buyer-related terms, as well as assessing their paid advertising strategies, will help them better understand and improve their success in capturing the attention of EV buyers.
Website Content Analysis
The goal of a website should be to streamline the buying process by minimizing obstacles in the customer journey, such as website navigation, mobile accessibility, and prominent display of EVs.
Additionally, the focus should be on providing valuable information about essential aspects of EV ownership to boost customer confidence
in choosing electric vehicles. Emphasis should be placed on featuring content that attracts EV buyers.
Implementing EV Retailer Assessments into Your EV Program
When considering implementing EV retailer assessments for your program, the first items to consider are the following:
Assessment design
Strategy and workshop around creating an assessment that meets the program’s goals and will have a measurable effect on improving the consumer journey.
Skillful assessors
Define who should perform the assessments. This should be done by subject matter experts with knowledge of the automotive retail space.
Process, cadence, and communication of assessments
Ongoing improvement updates
Analytics and evaluating performance
As there is much to consider in the implementation of EV retailer assessments, the most efficient option is to engage a partner who specializes in this area. Collaborating with a team of experts who have a deep understanding of dealerships and an extensive knowledge of the automotive industry, particularly when paired with genuine expertise in dealership operations, can be critical to the success of the program.
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