Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
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shoppers to quickly find the exact item they want. ■ Product search & selection. Many shoppers visit your website to learn more about the products you sell, so if it's difficult to find the products they're looking for, they might turn to your competition. Keep it simple: Select a website with an intuitive product search feature that allows shoppers to filter results by product type, brand, price and other factors. ■ eCommerce shopping cart. If your dealership sells parts and accessories, an eCommerce shopping cart is a must-have. Incorporating ways for shoppers to make smaller purchases (or large purchases with in-store pickup) directly from your website can generate more revenue for your dealership. ■ Strong security. With online security breaches making headline news, the last thing you want is for your customers' information to end up in the wrong hands. Calm hesitant shoppers by securing your website with a Secure Sockets Layer (SSL). An SSL encrypts any communications between you and your customers, making it extremely difficult for their information to end up in hackers' hands. ■ Lead-generating calls to action. One of the most useful things a website can do for your dealership is help you generate leads and reach new customers. A website that features clear calls to action (like "Make an offer," "Contact us," "Book an appointment," or "Request a quote") will help you collect information from shoppers that you can use to convert them into customers. ■ Service scheduling. Your customers are busy people, and they aren't always able to call during your business hours to book an appointment when they need a lawn mower serviced or a chain saw repaired. When you're shopping for a website, look for one that allows your customers to book service appointments online to help generate more business for your service department. ■ Consistent contact information. How many times have you visited a website just to find basic information like a phone number, address or hours of operation? If a prospect wants to get ahold of you, they shouldn't have to hunt for your contact information. Ensure your contact information can be displayed clearly and consistently throughout your new website. ■ Mobile friendly. Last but not least, your website should work well on any device that your shoppers use. Your website should resize to display optimally on smartphones and tablets, and all buttons and links should be easy to click on a touchscreen device. #2 Tailored for OPE dealers There are a huge variety of website platforms out there, but not all of them are built to fit the needs of an OPE dealership. Find a platform that will support your business by looking for the following features: ■ OEM promotions. Many of your shoppers are hunting for the best deal on equipment, parts and accessories, so featuring sales and promotions on your website can be just the push they need to make a purchase. A website platform that incorporates OEM data and automatically pulls promotions can save you time and help you reach these shoppers. OPE Website Buyer's Shopping Checklist ■ BY COLLEEN MALLOY Whether you've never had a dealership website or you're in the market for a new online counterpart for your store, there are some important features to look for when you're shopping for a website. As an OPE dealer, a strong online presence can breathe new life into your business and help you drive sales. With more and more shoppers turning to the Internet to research products and make purchases, a website that guides your customers further along the path to purchase can help you stay competitive with big box retailers. As you're shopping for a website, look for a platform that's shopper friendly, custom tailored for OPE dealers, and easy to manage. I've compiled a checklist of features for each of those three categories to help you assess your options. #1 Shopper friendly Your website is more than an online business card for your dealership — it's a resource for shoppers to learn more about the products you sell, and it can help you drive sales and generate leads if used appropriately. When you're researching a new website platform, be sure to look for the following shopper-friendly features: ■ Clear navigation. Your visitors need to be able to browse your website as easily as they would browse while in your store. Any website platform worth its salt should include a clearly labeled navigation at the top of every page and a search bar to allow FEATURE STORY | Website Solutions 26 NOVEMBER 2016 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com IMAGE ©ISTOCKPHOTO.COM/VANIATOS