Used Cars: 5 Ways To Build Consumer Confidence Online

Consumers are looking for a confidence boost when shopping the used car market, making now the perfect time to take a closer look at your online presence and help boost your used car sales.

The Society of Motor Manufacturers and Traders (SMMT) reported that 'used car transactions fell -8.5% in 2022', with many consumers showing reduced confidence in online used car adverts, meaning it’s critical for retailers to paint a new, confident picture of second-hand vehicle ownership for 2023.

To help you increase consumer confidence when buying online, we wanted to share five helpful tips.

1. Put consumer experiences at the forefront.

Ensuring that your website is accessible, clear and puts consumers at the forefront is paramount when trying to boost their online experience. When met with problems like a faulty website or unnavigable pages, consumers are more likely to drop off and seek products from competitors.

The more professional the design of a website, the more likely
users were to feel comfortable shopping on it

Nielsen Norman Group

2. Showcase the good and the bad

As many consumers fear that potential problems are concealed too easily, ensuring that your imagery is clear (e.g., unpixelated, centred, not unnecessarily cropped) and honest is paramount to helping alleviate this worry.

Highlight blemishes, knocks, bangs and other points that may negatively influence a consumer’s decision to leave less opportunity for something undisclosed to be found once the consumer comes to collect the vehicle.

When viewing a website, it takes users less than two-tenths of a second to form a first impression

Missouri University of Science and Technology

3. Invest in the production of quality content to improve credibility and trust.

Modern consumers require a different calibre of information to provide them with an experience that builds trust and showcases your credibility. They expect vehicle imagery to be clear and professional and show any blemishes the vehicle may have.

Showing every imperfection and describing the vehicle to the nth degree are just a few things that boost credibility.

4. Use videos to help bring the dealership home

Videos are one of the easiest ways to showcase your stock in a digestible, informative, and visually appealing manner; they allow consumers to absorb information without the strain of reading large blocks of text.

They should mimic what a consumer would be able to view whilst browsing at a dealership, capturing the interior, exterior, multiple angles, and showcasing USPs that consumers usually look for. Descriptive commentary can mirror how you’d explain details and specs to consumers in person, providing an extra layer of information.

81% of marketers say video has helped them directly increase sales

Wyzowl

5. Provide greater reassurance with 14-day guarantees

In 2021, Auto Trader published that they found 62% of buyers would be open to purchasing a car without test driving it if offered a 14-day money-back guarantee.

Guarantees help promote confidence, build trust with your consumers, and provide them with added protection against anything that isn’t caught successfully in the advert that might change their minds.

Consumer needs and expectations are always evolving, check back on our blog and follow us on our social media channels to learn more about how you can continue to provide them with the best experience possible.

Chloe Evans

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