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|New research reveals different words seal the deal with different types of car buyers|
When reading car descriptions on review websites, certain words fell flat and failed to lead prospective buyers to a dealership site. For example, the word "bigger" fell flat with women. And all of those glowing descriptions that praise a car's innovative "design?" Generation-X consumers don't want to hear it, as "performance" resonated much more than "design" to this particular group. Meanwhile, most parents in 2017 felt that both "sound" and "tech" were low priorities, and often responded negatively to reviews including those words.
Table: Top and Lowest Performing Words
In the results, several words resonated strongly across multiple demographics, signaling a common thread amongst potential buyers. Mentioning "power" struck a chord with several groups, as it helps to describe the experience of driving the vehicle in a relatable way. "Luxury" also stood out to several demographics in vehicle descriptions that referred directly to luxury vehicles, as well as those that simply had luxury-like features or a luxurious feel.
"Customer needs are always changing, and there is no one-size-fits-all solution," said
As dealers continue to seek out effective ways to describe cars on their vehicle description pages,
"As a leading provider of websites and digital advertising for dealers and OEMs, we are always looking for the best ways to help our customers bring the right buyers into their dealership. By making subtle changes to the language used on vehicle description pages, dealers can help customers easily identify cars that they both connect with and fit their lifestyle needs," Kessler said. "Ultimately, these changes will prime both dealers and customers for success."
To learn more about The Language of Closers, visit http://www.cdkglobal.com/promo/language-of-closers-reviews.
With more than
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