Website Navigation Best Practices for Car Dealerships
In the automotive industry, the website user experience, including website navigation can make or break a new car sale.
Let’s say Honda, Nissan, or Kia was running ads for a new vehicle and your dealership has that vehicle on the car lot. A potential buyer sees the ad while browsing the web and gains interest in the vehicle. They grab their phone, do a search for “Honda dealership near me”, and find your website. What is their visit like? How was the user experience? Does your website guide them down the path to eventually purchasing? Did you follow website navigation best practices?
7 User Experience Tips for Better Website Engagement
Want to listen to this content while on-the-go or simply prefer video content? We’ve got you covered! Check out the video below where Mike and Charles tackle the combination of user experience and website navigation in the automotive industry.
1. Provide Helpful Internal Links
2. Improve the Content Flow
Improving your content flow overtime allows for your website to stay updated regularly which is helpful for SEO, but also works to continually provide your users with a seamless experience; and it all begins with a content audit. With a content audit, it’s best to start with your website pages that receive the most traffic. You can utilize tools like Google Analytics and DashThis to determine important website metrics such as the number of impressions and clicks. More importantly, you can learn which pages lead to a purchase/new car. This is where the customer journey comes into play.
The content should guide the website visitor down the path you want them to take.
3. Limit Plug-ins and Pop Ups
4. Simplify Your Navigation
When discussing user experience, it usually starts with website navigation. This is the main website menu that accesses most if not all of the pages on your website. Good website navigation works to provide a seamless experience for the user while also allowing accessibility for all users. Ideally, users should be able to easily locate pages across your site. You’ll want to group similar pages together within your menu. Here it’s important to think about how the average user would search or navigate across your site and then tailor your menu to best suit those actions.
Additionally, you’ll want a navigation menu that is compatible across all devices, this includes mobile, desktop, tablet, etc. Your users will more than likely be on a mobile device when accessing your website. Expandable menus, sub-menus, and the like can become a hassle when using your fingers and thumbs. Try to experiment with different menu types across all your devices and groups to see which type works best.
5. Audit Your Menu Regularly
6. Focus on Speed
- Are there any items on the website such as images or graphics that take long to load?
We can’t move on from speed without mentioning Google. Page speed is so important to ranking that they have tools and services that audit how fast your website is, and what could make it faster. Page speed and user experience are key factors to improving search engine rankings.
7. Use Video Content
Video content is a fast and simple way to share information with your website visitors. It generally results in more engagement than just plain text and when considering giving the user the best experience, we know video is the primary tool.
In the automotive industry, walk-around videos, test drive videos, and even testimonial videos can definitely boost the user experience. Especially with the ever-growing amount of online shoppers. These types of videos can further encourage the user to take action and ultimately make a purchase.
In short, the website user experience is directly affected by the navigation. Be sure to follow website navigation best practices such as optimizing on a continual basis, focusing on website speed, utilizing video content, and providing helpful links when improving your user experience. Website navigation is best when users can seamlessly locate all items across your site. Once users land on your site, you’ll want to have engaging content that will keep them on the site and hopefully lead them to make a purchase.