How does your website look on a mobile phone? It is important for car dealerships to consider this since car buying has changed and most people do research online before visiting the dealership.
We are going to share with you 5 tips and some free tools that will help you create a better mobile experience for your customers. While some of you will be all set with some of these tips, we are sure that you will need to make some improvement based on what we will share.
Imagine this, your customers are driving around on a Saturday looking for a car. They will search online to find a dealership located near to them. What will they see when they land on your website? Is your site responsive? Meaning do you have a version of your website for Mobile users?
Here are some things to consider.
Make sure your website is Responsive. You can go to Google Mobile Friendly Tool to find out if your website is responsive.
Make sure that your Mobile site loads fast. No one is going to stick around and wait for all your awesome car photos to load. You need to have a trimmed down version of your site as the homepage of your mobile site with only the relevant information. Here’s the Google Page Speed Insight that shows you how your Mobile and Desktop version of your site loads. The higher the score the better. You can give this information to your developer and ask them to fix your page speed.
Make sure your phone number is prominent. If someone is driving they are more likely to use a click to call feature. Don’t make them scroll to see your number.
Make sure the directions are prominent. Your directions should also be at the top linked to Google Maps so that they can get directions immediately.
Make sure the search results go directly to the vehicle requested. This final point is where most dealership mobile websites fall down. Imagine your customer searches for a vehicle, they find it in the search results then they click on the link and it takes them to the homepage of your website. Then they have to click, use drop down menus etc. 8 clicks later before they get to the vehicle the saw in the search results. Your mobile customers won’t click 8 times, if the first click does not take them to the vehicle descriptions page they will hit the back button and go to the next dealership in the search results. What’s worse is that you could be paying for PPC that sends your customers to your website homepage. This would be a waste of money.
Your developer/PPC provider should be able to fix all of these issues. You’ll see some increase in your website traffic and a lower bounce rate (visitors only visit one page on your site) and hopefully more sales.
Remember we are here for you so if you would like us to come into your dealership and give you an evaluation on your digital strategy we would be happy to do so! Give us a call (941) 380 7285