From start to finish, filling out the parts form on your dealership website is a pain. The process is time-consuming, inaccurate, and restricting for both your customer and your staff. But worst of all, it’s costing you sales.
How does the parts form cost you sales, exactly?
The time it takes for a customer to fill out the form
Submit it, get a response from the dealership, and receive the part can take days, even weeks. Even the most knowledgeable parts buyer can get held up in the process if the dealership needs to ask questions and exchange emails with the customer. Take too long responding to your customers and they’ll take their business somewhere else.
The solution: Be ready and available to speak with the customer as soon as possible if they have questions. The sooner you can get the right part to your customer, the more likely they are to become a repeat customer.
The form gets abandoned due to its length
As customers get frustrated (chances are, they already need to fix their mode of transportation: they’re already upset), their patience disappears. A parts form with too many boxes to fill out can cause customers to quit halfway through and go somewhere else. This costs you the sale, the customer, and any other potential customer that individual may tell about your clunky parts form.
The solution: Cut down on the unnecessary fields in your parts form! Additionally, get with your marketing team (or an outside agency) to track form abandons. If you find customers jumping ship at a certain field, consider removing it or changing it.
You lose out on the opportunity of more sales
Your parts form scares off customers. The average amount spent on an online auto part order is around $210: if you missed out on a dozen orders in a day because your customers couldn’t see your entire parts inventory, the opportunity to make $17,640 in a week is gone.
The solution: Give your customers a reason to come back, even if their first experience with your parts form left a sour taste in their mouth. Offer a discount or a coupon code. Losing a customer is a huge cost to your parts department, so give them a reason to try your parts form again (until you replace it, that is).
Your Parts Counter employees could be doing something better with their time
Instead of constantly answering phone calls or typing up emails, trying to get more information from the customer regarding the part they need, they could be focusing on other areas of the parts department. If there’s no one available to talk to a customer that walked in, you’ve lost a sale.
The solution: Include the ability for your customers to upload photos of the part they need / the area of the vehicle that needs repair and replacement. This way, your counter employees won’t need to spend as much time sending emails back and forth or sitting on the phone for hours.
Online marketplaces like Amazon and eBay dominate online parts sales
By forcing your customers to fill out a long and sometimes confusing form, you are pushing the sale off of your website and onto a competitor’s. Your online parts revenue depends on your website being easy to use, but when sites like Amazon exist, you have to play their game: make your inventory simple to access and explore.
The solution: Having a parts inventory catalog available to your customers will drive more sales to your dealership. RevolutionParts can help with that.
The old-school parts form that lives on your dealership’s website is costing you sales and customers. If you’re tired of losing out on easy revenue, download our latest eBook and request a demo of RevolutionParts to find out how the Storefront Plugin can drive more sales than ever before.
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