Nov/Dec 2008 - AGRR Magazine

Driving TechnologycontinuedIn addition to ease, like the pickles,chips and soda in this story, you shouldoffer customers additional, relativeproducts or information. Upsell them.Remind them of other products or servicesthat go well with the ones they’relooking for. You would do this in person.Your website should do it as well.Here are a couple of tips to simplifythe buying process on your site:1. Organize your site. If you offer differentservices, like auto glass and flatglass—organize your site to each categoryand make it easy for your customerto find what they’re looking for.2. Use left navigation, with downwardindented expansion. Avoid pop-up orroll-over expanding navigation.3. Put a strong call-to-action on everypage. Your phone number, contact us,get a quote—whatever it is, make it standout, and put it on every single page.“If you offer different services, likeauto glass and flat glass—organizeyour site to each category and make iteasy for your customers to findwhat they’re looking for.”4. Optimize every page of your site sothat customers land on internal pagesrelevant to their searches—not thehome page. If they search for “windshieldreplacement” send them to thatpage. If they search for crack repair—send them to a page about crack repair.And don’t forget the call-to-action.5. Offer additional services and products.Offer windshield wipers, orAquapel, as an up-sell to every windshield.Remind them of your custommirror selection when they’re shoppingfor a new frameless shower enclosure.Customers often don’t thinkabout other items until long after thepurchase. Offer them related itemswhile they’re shopping and they’lllikely buy.Make sure you install analytics beforeengaging in any of this activity.After all, tracking the results is the onlyway you’ll know what works best, andwhich changes result in the largest increasein profits.■◗Scott Orth is director of Internet marketingservices at GTS in Portland, Ore.Mr. Orth’s opinions are solely his own and notnecessarily those of this magazine.You are missing opportunities.A missed call is a missed opportunity. Our representatives respond to your customers24 hours a day, 7 days a week, and 365 days a year. We never call in sick, we’re never on vacation,and we won’t unexpectedly quit in the middle of a shift. Utilizing AAGA TM Call Center canincrease your company’s productivity and improve it’s bottom line by responsibly managingyour customer’s requests. Capture every opportunity with AAGA TM Call Center!(888) 274-4814www.AmericanAutoGlassAlliance.comINDEPENDENTGlass Association®doesn’t require a contract.overnight, weekendsand holidays.Representatives trainedto answer calls andquestions for your shop.way calls and schedule jobsno matter how customerschoose to pay.allows you to adjust yourshop profile for your pricingand any incentives.can monitor the quality andlisten to each conversation.additional jobs per month with• An affinity program of theIndependent GlassAssociation (IGA)14 AGRR November/December 2008 www.agrrmag.com