Zero-Click Search Is Important, but Web Clicks Have Not Gone Away
There has been an increase in discussion of late (blog posts, conference sessions, etc.) talking about the Zero-Click search trend related to Google My Business, and the impact it is going to have on your business. For those of you not in the loop on this, Zero-Click searches are those where a consumer conducts a search on Google (or other search engine but really, almost all searches go to Google) and then never clicks through to any website.
Sometimes this is not a bad thing.
Consumers conduct a search to find a phone number and if they click to call, that counts as a zero-click search. They might also be checking your business hours or your reviews, and again, they can get that information right from your Google my Business page with no need to visit your website.
The concern though is, that as Google adds more content to the GMB pages, such as Products, and Cars for Sale, will your GMB page (or pages, assuming you have at least one for Sales, one for Service) essentially steal traffic that would have otherwise gone to your website? It is a justified concern, at least enough so that you should be optimizing your Google My Business pages as consumers spend more time there, but have web clicks really disappeared?
I propose that people still visit the dealer website prior to purchase even if they start their process on Google My Business, and that web clicks are, for the most part, alive and well.
To check my theory, I actually looked at 100 dealers and the interactions from their GMB page, specifically, how are web clicks trending compared to Click to Call, and Direction Requests. (on a side note, 100 dealers out of approximately 18,000 is a 90% confidence level with a 8% margin of error.) Seasonality and the variance in demand over the last year make the numbers challenging to compare, so more research is needed, over a longer period of time to truly determine a trend, but here is what we can see today:
Comparing 100 dealers, between 2nd quarter 2021 vs 3rd Quarter, 2020, we see that Phone Calls are up 9.2 % and Direction Requests are up 13.4%, so if Zero Click is impacting how consumers engage, we would expect the Web Clicks number to have decreased, or at least see a lower increase than the other interactions. However, Web Clicks actually fall in the middle with an 11% increase during the same period. This would lead us to believe that the Zero-Click trend has not impacted auto dealers' web clicks, at least as of yet. Even looking at the chart above, we see Web Clicks growing steadily along with other interactions.
Why do we care so much about Zero-Click?
You always want to have a deep understanding of how consumers buy your products, this includes: how long is the buying process? What triggers start the process? And where do they start their research?
What is critical to understand is at what point consumers are making a decision on which vehicle they intend to purchase and from which dealer. If you understand this, it can tell you when you need to be in front of the consumer with marketing messages so you are included as one of the purchase options.
Once consumers have decided, at least on the model they want, we want to know where they go to find the relevant information they need to decide where to buy. That is where the Zero-Click conversation comes into play.
Will they go to your website to get the information they need? Third-party websites? Or as the Zero-Click trend would suggest, Google My Business. Wherever the consumers spend their time researching to make a decision, is where you what to invest your time and marketing resources. Google does dominate in consumer searches, but what we see from is the data above is they have not abandoned dealer websites as of yet.