Digital Dealer - April 2020 - 35

That need for speed also
means limiting the number of
third-party add-ons to the ones
that provide the mobile value.
Chat gets used a lot, but your
site really starts to slow down
when it's weighed down by five
to six add-ons.
Image compression is
another must. Since most
people are visual learners,
photos and logos make a
huge impact. An experienced
developer can make the
appropriate trade-offs between
image size without sacrificing
quality.

Keep It Simple

Mobile shoppers also want
simplicity. Remember that
when considering how that cool
feature on your site looks if you
shrunk your 1,500-pixel desktop
monitor by 75%. That's why the
responsiveness of your website
is also critical. User testing
shows that 94% of people who
use a website will judge its
responsiveness, while 57% will
not recommend a business if
they feel its mobile site is poorly
designed.
Mobile-first sites also boost
search engine optimization, as
Google's current algorithm uses

April 2020

a mobile-first prioritization.
That means Google crawls the
mobile version of your website
first to draw ranking signals. So,
websites offering a poor mobile
experience typically decline in
search position.
Navigation is another
consideration, as 75% of users
will abandon a task due to
unclear navigation. The key is
taking a less-is-more approach.
You don't want customers
hunting for your navigation
menu. Most websites position
the main navigation menu
horizontally at the top of each
page. As for items to include, the
best are "Buy," "Sell," "Service,"
and "More/Research/About."
Keep in mind that heat
mapping has shown that footer
navigation menus get used
more than header menus,
particularly on mobile. Just
remember to make navigation
concise and consider testing
different variations.
Testing CTAs is also
recommended, as sites with a
single, clear CTA button typically
experience a 62% increase in
conversions. Just remember to
keep CTAs to a minimum, and
make sure they're uniform in

terms of color, style, and shape.
Note that the average CTA
button contains 2.68 words.
As for CTAs that perform,
"Get ePrice" converts at the
highest rate, followed by
"Confirm Availability." Demandbased CTAs like "Request More
Images," "Request Video," or
"Call for Info" do particularly
well on mobile.
Mobile is also a major
consideration when it comes
to your site's lead forms. When
a form asks for a number,
mobile shoppers should see a
numeric keypad. The actions
customers are asked to take
should also be familiar, such
as swiping and tapping. The
form itself should be as simple
and as brief as possible, as
conversions increase by 26%
with the removal of a single
former field.

Make It Engaging

How your website engages
your customers is another
critical consideration. Chat is
great, but you do need someone
to man the station. 42% of chat
users prefer to interact with a
live operator. Chat products like
Facebook Messenger are great
alternatives, and most dealer

websites offer that integration.
Chatbots are also popular, but
make sure the provider you
choose promotes conversion
rate optimization. The reason
is, you need more than just an
answering service, as the key to
those tools is their ability to sell
the appointment.
Texting, with its 45%
response rate, is another
emerging media. It reduces
phone fatigue and keeps
salespeople off the phone. More
importantly, texting is starting
to hook into existing systems,
like your CRM and dealership's
website. For instance,
DealerSocket's SocketTalk,
which fully integrates with the
company's CRM, auto optsin customers who request
a text conversation from a
DealerSocket website.
Texting is especially useful
when confirming service
appointments. However, did
you know that 75% of calls
your dealership receives are
for fixed ops? That's why your
dealership's phone number
needs to be omnipresent on
the website. You can also use
dynamic tracking to determine
from which campaign or web
page the call originated.

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