Lost in translation: Avoiding a language maze in car shopping

Justin Neiser

In the journey to expand a car dealership's customer base, a critical yet often overlooked element comes into play - User Experience (UX). This aspect becomes increasingly crucial when trying to engage the rapidly growing Spanish-speaking market. A seamless, consistent UX can be the game-changer, like a key that unlocks a new demographic of potential customers. But more often than not, car dealers with good intentions add unintentional barriers for their prospective customers. So what are two things you can do to avoid a language maze?

Two common mistakes to avoid

1. The language to landing page mismatch:
   Picture a Spanish-speaker embarking on a journey guided by a Spanish map (the ad), only to be abruptly handed an English one (the landing page). The resulting confusion can not only derail the potential customer's journey but can also cause a loss of trust and satisfaction. The fallout of this mismatch isn't confined to individual sales alone. It can lead to a domino effect, causing a significant dent in the overall brand perception, painting a picture of a business that doesn't care about its Spanish-speaking customers' needs.
2. Spanish landing page with no vehicle inventory:
   This presents another detour in the user experience journey. Imagine a customer excitedly entering a store, lured in by the signs, only to find the showroom empty. The disappointment can be a deal-breaker, causing potential customers to retreat, which ultimately translates into lost sales. If a dealership is investing in solutions that cater to a Spanish-speaking customer, they need to remember that they have the same general purpose in mind: to look at vehicles.

These disjointed experiences don't just impact individual sales; they can affect the overall perception of your brand. Consistency is a key factor in building a strong brand reputation. Mismatched language experiences and lack of Spanish-displayed inventory can give an impression of a business that doesn't care about the needs of its customers.

While these two obstacles might seem tough, they're definitely not unbeatable. Actually, they open up chances to connect with the Spanish-speaking community, which is growing faster than any other group in the United States. By tackling these issues and offering a consistent, positive user experience, dealerships can attract more customers, increase their sales, and build a solid reputation as a business that cares about all its customers, no matter their language.

At Carfluent, our mission is to help dealerships bridge the language gap and create a more inclusive browsing experience. We ensure accurate translations of your website, providing Spanish-speaking users with a cohesive journey from your ads to your landing pages and inventory listings.

Reach out to us today to schedule a demo and discover how Carfluent can help steer your dealership towards a beautifully bilingual future.