NASHVILLE, Tenn. — In an effort to create a Website with better online inventory display and to increase Internet sales, one Georgia automobile dealership recently implemented a Dealerskins (www.dealerskins.com) Web solution. The dealerships’ Internet vehicle sales have since increased from 4 percent to 28 percent of total units sold.
Bill Johnson Motors, a family-run Pontiac, Buick, GMC and Cadillac dealership serving LaGrange and Western Georgia, signed up with Dealerskins in February 2007. Within 40 days the new site was up and running. Ninety days later, the dealership had more than quadrupled Internet car sales.
2007 marks the 63rd year of operation for Bill Johnson Motors. The dealership, now in its third generation as a family-run business, is a cornerstone of the local community. The dealership is recognized for its outstanding customer service, honesty and integrity.
Since their new Dealerskins Website went live in March 2007, monthly Internet vehicle sales have increased by about 25 percent.
According to Johnson, the biggest change with the new Website has been the automation of all vehicle inventory. At any given time the Website displays 80 to 90 cars. Tools built into the Website allow Johnson to manage the data to produce the best results for his dealership. “It allows me to see what models are the most shopped. I can link specials to this so a Website visitor has an incentive to stay longer. I have the ability to put a certificate on the home page and most shoppers will use it for a dollar amount off the purchase price. I can also run weekly specials, such as a vehicle we really want to move or some kind of unique unit. We have sold a number of cars through that avenue,” said Johnson.
Johnson is also pleased with the professional image projected by their Website. This encourages customers to go deeper into the dealership Website and increases lead submission and sales.
New plans for the Website include improved Search Engine Optimization (SEO) features. Johnson recently attended a Dealerskins User Group session in Atlanta to learn best practices and how to best optimize the dealership Website to increase traffic.