Did you know that mobile conversion rates are less than half compared to desktop? So, why are digital marketers always going on and on about the importance of a mobile strategy? More and more consumers are researching cars and dealers on their phones, and if you’re not optimizing for the device and bringing in those leads, you’re falling behind in the automotive digital world. Mobile-first is no longer a suggestion, it’s a necessity, but that doesn’t mean your desktop design should be neglected.
Most consumers start their search for a new car on their phone, but they covert on a desktop. Your goals for mobile and desktop are not the same, but they do need to work together to bring in more leads and, eventually, sell more cars. Here are some easily observed goals you can track in your data to know if your meeting both your mobile and desktop goals.
Your site needs to have a mobile-first strategy if you want to bring in foot traffic from the 60% of car buyers who do research online. At this point, you should know that all mobile platforms should be clean and easy-to-use, with navigation that can direct users directly to what they’re looking for, but what should you be measuring to track your mobile success?
1. Phone Calls
Obviously, the main goal of mobile is more phone calls. Our phones have a lot of different functions these days, but their original purpose still hasn’t gone out of style. Google found that 39% of car shoppers used their phone to call a dealer while they were researching on mobile, but you can’t just throw your dealership’s phone number on every page and call it day. If you want to drive more calls, you need a Click-2-Call button somewhere above the fold that’s easy to see and simple to use. Give your users the path of least resistance.
2. Google Map Clicks
What good is having a dealership if no one can find it? Include Google maps on your mobile site so visitors can easily get directions for a visit. But a screen shot isn’t going to cut it; embed your map so users can get directions from their locations with just one click.
Mobile coupons have a 10x better redemption rate than printed coupons. It comes down to convenience: with Google and Apple Wallet, consumers can download relevant offers straight to their device. Offering a mobile coupon for 20% off an oil change or a deal on tires is a great way to bring foot traffic into your service center!
Though mobile is slowly taking more and more focus, that doesn’t mean you should kick desktop to the curb. The secret here is balance, and knowing which goals to optimize for which platforms. Desktop, it turns out, hasn’t changed much from its original purpose.
1. Form Leads
No one likes typing on their phone screen, so it makes sense that desktop should have a higher number of form leads. There are a few best practices you want to keep in mind, like only asking for fields that are absolutely necessary. Users get side tracked easily, so stick to the basics when creating your form, and make filling it out as easy as possible.
2. Hours and Directions Page
Your site could be the cleanest optimized design, have a rocking SEO ranking, and be bringing in hundreds of qualified leads a day, but all that doesn’t mean a thing if people aren’t actually showing up to your dealership. That’s why you want to pay attention to your Hours and Directions Page (you have one, right?). The data from this page will show you how many users are going to turn into actual, physical customers that show up in person at your dealership, and who hopefully drive away in a brand-new car that you sold them. We know that most users do their research on mobile, but when it comes to actual purchasing, consumers fall back to desktop.
I know you’ve heard “mobile-first” strategy so many times now that your ears are ringing, but trust me. It’s the way to go. But now you know that this doesn’t mean your mobile platform should over shadow your desktop—they should be working together to meet their individual goals, and to sell you more cars.
Author: Michael DeVito
Chief Creative Officer Michael DeVito oversees the Design, Development and Production departments at DealerOn. Michael is an expert in interactive design, UX, brand identity design, content creation and print collateral, and is also responsible for the design and coordination of the development of DealerOn’s responsive website platform, Chameleon.