The company says it currently generates 40% of its business through the website and expects that to grow. The site attracts about 25,000 visitors a week.
“The time we’ve spent in developing and improving the site will pay dividends in the coming months,” says Dixon marketing communications manager Neil Addley. “More car buyers than ever do their ‘legwork’ online, before going to the dealership to close the deal.”
Feedback before the redesign indicated that the most important web pages to car buyers were the ‘Best deals’, the ‘New car search’ and the ‘Used car search’, with 92% of visitors clicking on these areas.
The facelift has put access to these key pages at the front of the site. The ‘Best Deals’ section has also been further segmented to show special offers by brand, offering up the best value car by each manufacturer.
Photos and complete specification data on used cars is another enhancement with group dealerships having the ability to update their latest offers as cars are sold and part exchanged.