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Image Optimization Tips

Image Optimization Tips


Transcript

Welcome back to another Wednesday Workshop from DealerOn.

Images are an often overlooked part of SEO. When there are roughly 80 million Google Image searches every day, which is nearly a quarter of all traffic on Google, that’s a problem. Today, we’re going to go over a few ways to optimize the images on your site so you don’t miss out on this under-emphasized component of SEO.

The file names of your images are one of the many tools Google uses to understand what you’re talking about. Make sure to name your image files with relevant, descriptive keywords as much as possible.

Are you using alt text? Do you know what alt text is?

Alt text is text that appears in place of your image if it fails to load and is another tool Google uses to index your images. The alt tag should describe the image being shown, as this is how screen readers will describe the image to audio only visitors.

Load times are consistently an important part of both SEO and user experience. Large image files will slow your load times down. Reducing image size is a great way to speed up your site. If you work with a provider like DealerOn, this won’t be a problem as we have tools available to reduce image size without compromising image quality. If not, you’ll need to use a program like Photoshop.

If you’ve worked with images online, you know there are three file types you tend to see. Using the correct type is important. Most of the time, .jpg is the one you will use, as it keeps files small while retaining quality. .png is most often used with logos. A good rule of thumb is, when in doubt, use .jpg.

Are your images mobile friendly? More internet browsing is being done on mobile devices, and Google takes this into account when determining rankings. Ensure all of your images are optimized for mobile devices.

Lastly, structured data is an important tool when it comes to image optimization. We have talked about structured data in previous videos, so have a look at the archives for a full explanation of how it can work for you.

That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.

Tips for Optimizing Your Price Stack (Part 2)

Optimize Price Stack Part 2


Transcript Below

Welcome back to another Wednesday Workshop from DealerOn.

Last week, we went over a few ways to improve your price stack. This week, we have four more tips to ensure your price stack is designed for success.

One: Scannability is your ultimate goal.

Last week, we talked about ways to make your price stack more legible. The purpose is to make your price stack readable at a glance. In other words – scannable. Your customer should be able to take one look at a VDP and know the cost of the vehicle.

This means keep pricing information as simple as possible. Too much can make a listing harder to scan.

Only have one “Call To Action” per listing. More than one will confuse your customers.

Make sure your list items are spaced appropriately apart from one another. Your customers should easily distinguish one pricing line from another.

Two: test your price stacks on different devices.

Your customers use a variety of devices to browse your site. The balance has tipped toward mobile devices. Approximately 60 to 65% of the average dealer’s website traffic is on mobile. That said, there are still plenty of customers who use desktops and laptops.

Three: The most visible item on the stack should be the price.

Every price stack has a hierarchy of information – the “final price” being the most important. Ultimately, that’s the information that the customer wants to see. And it should be immediately visible.

Any other information you want in the stack should be given less visual weight. There are many OEM and state-mandated rules around pricing disclosures. So be mindful what you are showing and not showing.

Four: Use tooltips for extra information.

Keeping items in the price stack to a minimum can be a challenge. Especially if you have a lot of incentives or disclaimers to display.

Tooltips can be a great place to put these. They’re out of the way – ensuring easy scannability of your price stack. But customers interested in more details can still find the information they are looking for with ease.

Combining these tips with last week’s will allow your customers to comparison shop at a glance.

That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.

Optimizing Your Price Stack (Part 1)

Optimize Price Stack

Welcome back to another Wednesday Workshop from DealerOn.

When making the decision to buy a car, the price is often the most important part of a customer’s decision-making process. That means that the price stack should be a priority when designing your search results and vehicle details pages. Today we’re going over four ways you can optimize your price stack to give your customers the best experience.

One: clearly display and update the price as needed.

This one is relatively obvious, but it needs to be said. The price is a primary decision-making factor for nearly every one of your customers. Making it clearly visible goes a long way toward helping them make that decision. And it helps demonstrate your own trustworthiness.

Two: place the price in a high visibility area.

It’s important to point out here that “high visibility” on a desktop might not be “high visibility” on a mobile device. Ensure that no matter what device a customer uses to reach your site, they have an easy time finding the price.

High visibility means placing the price in areas of the page where the customer’s eyes are drawn to. Ideally, price should be displayed above the fold where customers have easy access to it, no matter their device type. Pro tip! Always make sure there is a clear and concise “Call to Action” right below the price stack. This way a customer can immediately engage when they are ready to make a decision.

Three: text highlighting the price should be easy to read.

The final price should be displayed in an easy-to-read font, slightly larger than the surrounding text. If that isn’t enough, a contrasting color or bold text are good ways to have it stand out.

Compare that to a version where the price is the same size and color as the rest of the text. You can see how easy it is to get lost.

Four: Highlight any discount.

Discounts serve the purpose of letting your customers feel like they’re getting a deal. By highlighting the discount, the customer feels better about the choice to buy. It also places a sense of urgency over the decision.

All of these tips add up to one thing – getting eyes on your price stack. Make it easy to read, easy to find, and easy to understand. Your customers will appreciate it. Next week, we’ll be back with even more tips on how to optimize your price stacks.

That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.

Get the Most Out of Your Homepage (Part 2)

Get the Most Out of Your Homepage


Transcript

Welcome back to another Wednesday Workshop from DealerOn.

If you want your business to thrive, you need your website to be its best. Today, we’re going to go over a few tips on how to use certain design elements effectively and ensure that your site is gathering leads and looking great at the same time.

Let’s start with banners. How many should you use and what kind?

With banners, there’s a tendency to overdo it. We recommend no more than three to five. Too many banners run the risk of overwhelming your visitors and reducing the chance of them interacting with any one offer. If you do use a lot of banners, make sure that the most important are first.

When using banners, you don’t always have the choice of where to put them. Some OEMs require any banners to be placed above the fold.

DealerOn’s standard banner sizes are 880 by 320 pixels and 1920 by 600 pixels. These are the most common sizes for OEM banners. If you aren’t sure which to use for your site reach out to your vendor to confirm the size before posting the banner.

Headers come with a variety of design challenges. How many nav links should appear?

In terms of usability and memory, seven is the magic number of nav links in a header. More than seven links can easily overwhelm your visitors.

When adding additional links to your header, be mindful at what the scaling-down process will do. The best headers are clean and unobtrusive with only the most vital information present.

What information should go in your header?

All the basics. Your OEM logo, if it’s not already part of your dealership’s logo, your dealership’s name and/or logo, phone numbers, and nav links. Other links to consider would be a link to Google Translate for your non-English speaking clientele, social media links, links to service schedule, a map, and contact info.

What’s a homepage block?

A homepage block is a container for content. It can contain any number of things, including but not limited to, a widget such as a search bar or model bar, a form, text, images, or carousels. Homepages can have up to 10, one of which is customarily reserved for the inventory search widget or search valet.

How many blocks should you have on a page?

The more blocks you add to a page, the less likely a visitor will interact with any single one of them, and too many runs the risk of completely overwhelming customers. For a streamlined design with good interactivity, we recommend between five and seven distinct sections of content.

Pages with seven or fewer blocks have consistently higher rates of interactivity and conversion.

That’s all for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.

Get the Most Out of Your Homepage (Part 1)

Get the Most Out of Your Homepage (pt1)

Welcome back to another Wednesday Workshop from DealerOn.

When it comes to the design of your homepage you want to put the very best foot forward. The “intro widget” is what your visitors will see at the top of their browser window when your site loads and will therefore be the first impression you make. DealerOn’s innovative and effective designs include four basic options, and today, we’re going to go over the pros and cons of each so you can make the decision that’s right for your dealership.

Option one, the split hero.

The split hero is an image that goes across the top of your site, that is split between two options. For example an inventory search function and your service department.

This option allows you to equally emphasize the two most profitable parts of your business, as well as making your navigation convenient for your two largest customer bases. Your hero image can have many different links to lead-generation pages. And it does this without sacrificing a clean and attractive design.

Option two, full video.

A video is exactly what it sounds like. Drone footage of your inventory can be an attractive and eye-catching option. You can convey a lot about your dealership in a short video.

For best results, use a short video, without text, that primarily showcases well-lit exterior locations.

Option three, the grid.

The grid is something of a compromise among a bunch of effective options. You will be able to have multiple search options and navigation bars immediately obvious to your visitors.

Option four, the banner search.

This option is the most straightforward. You put your offers front and center as the very first thing your visitors will see.

The intro widget is a vital part of your site. When you’re picking one, think about the impression you want to make, and from there, we can personalize it into something that reflects the unique qualities of your store.

That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.