Digital Dealer - April 2018 - 44

DD24

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

PRESENTING
COMPANY
By Cavan Robinson
OEM Product Manager,
DealerSocket, Inc.

Prioritize Mobile Experiences
or Risk Losing Customers
Unless you entered
2018 in a DeLorean,
it's no surprise that use of
mobile devices has
skyrocketed over the past
five years. Consumers
now own more mobile
devices than computers
(and apparently, toothbrushes) (https://60secondmarketer.com/
blog/2011/10/18/moremobile-phones-than-toothbrushes/), and the trend
toward mobile usage
continues to rise.
According to Google Internal Data (2017), more
than 60% of automotive
searches come from a
mobile device, with many
of those top searches being related to dealership
websites. Additionally,
customers are no longer
appeased with a website
simply being available on
mobile platforms, dealers
must now also provide
an exceptional mobile
experience.
In fact, customers are
62% less likely to purchase from a brand in the
future if they have a negative brand experience
on mobile. Likewise, 89%
of people are likely to
recommend a brand after
having a positive experience on mobile. (Google
Brand Experiences Study,
2017)
If you want your
customers to make the
44

APRIL 2018

journey from their phones
to your showroom floor,
building an excellent mobile experience is critical
to dealership success -
more so than any other
marketing or advertising
effort.
Creating a great mobile
experience doesn't have
to cause heartburn. Drastically improving usability
on dealership websites
can be achieved by considering:
1. Search insights
2. Mobile page speed
3. Mobile navigation
4. Getting in touch
5. Mobile transactions

D I G I TA L D E A L E R . C O M

(digital retail)
The bare minimum is
no longer enough. Checking a "mobile-optimized"
box to allow users to view
your desktop site on a
smaller screen won't cut
it anymore. Consumers
are looking for the easiest
route possible, with a site
that allows them to navigate quickly and simply.

1. IT ALL STARTS
WITH SEARCH

Specific research
terms relating to vehicle purchases can help
guide consumers to your
website. For example,
70% of searches for car

MSRP and list price are
performed on mobile
(Google Internal Data,
2017). If your website
can be easily found via
mobile search, your
dealership can be easily
found in real life.
Consider the following
best practices:
 Make sure your
mobile content matches
your desktop. Do not
strip out information
simply because the user
is on a different device.
They want all the information, the first time.
 Launch a regular
stream of content. Diversify your topics to reach
more users across multiple mediums: website,
blog, social, etc.
 Outline action items
for your visitors. Consider the "next steps" you
are providing for site visitors: Click to call, contact
form, text, chat, etc.
2. FASTER IS
BETTER - AND
GOOGLE IS ABOUT
TO SHAKE THINGS UP
AGAIN

In July 2018, Google
plans to release its heralded "Speed Update",
which will change the
ranking algorithm to start
crawling and indexing
mobile-specific content
above the desktop version. While the change is
only set to affect pages
that deliver the slowest

https://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-tooth-brushes/ https://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-tooth-brushes/ https://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-tooth-brushes/ https://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-tooth-brushes/ https://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-tooth-brushes/ http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - April 2018