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Video content could lead to additional sales

Websites which are not utilising video could be losing potential customers, according to video suppliers AutosOnShow.TV.

Dealer successes include the Chorley Group which has been using videos for the past five years. The company’s data shows users of AutosOnShow.tv software experience an average quarterly sales increase of 19% compared to previous quarters, with more out of area sales.

The company’s commercial director Andy Shields will share their knowledge as well as tips on ‘DIY’ filming in a practical workshop at AM and Razsor’s Digital Marketing Conference.

Taking place at the Ricoh Arena in Coventry on February 13, 2013, the workshop explores the innovative technology available on the market which enhances the user experience on a dealer’s website.

Chorley Nissan dealer principal Pauline Turner, said: “Our customers feel more confident having viewed the videos in buying online. The video gives customers a real feel to the vehicle, including condition and specification."

Foray Motor Group has enjoyed such enhanced success by integrating the software into its website that they have been able to cut marketing spend by 47% in the first quarter of 2012 compared to the same quarter in 2011 whilst seeing a 17% increase on sales volume since having the video facility on their website.

Would-be car-buyers are likely to reject a particular vehicle or business from their ‘shortlist’ if a video which allows them to look around the car is not available, especially if a competitive website offers such functionality.

With video on websites fast becoming a ‘must-have’ SEO booster, more and more dealer websites are incorporating the technology which also brings their vehicles and their businesses to life online.

Comments marketing director Rachel Price, who will also be on hand in the workshop: “Consumers who are looking for used cars and researching on the internet want as much information as possible.

“If they come across a website where vehicles have one or two images, they are much more likely to have a look at what else is out there. If they then find a website with several images, video with zoom function so they can have a good look at the vehicle, they are much more likely to visit that dealership.”

A survey carried out by AutosOnShow.TV of 222 website users showed 85% were positively swayed after watching one of the company’s videos while 72% said they were much more likely to visit the dealership after viewing the video.

For more information on the Digital Marketing Conference including details of how to book, visit www.am-online.com/am-digital-dealer



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