The February Dealership Digital Marketing Report is here, and we’re learning some important things about traffic from the results.
This report compares February 2016 to February 2017, giving us insight into how traffic has grown and changed year over year.
The biggest boost? Referral traffic. Referral traffic grew 100% year over year, with just 7% of all traffic being referral in 2016, and now 14% of all traffic being referral in 2017.
What does this tell us about the industry? We can see here that using other websites to promote your site is growing in popularity, and in effectiveness. Spending time making your content relevant enough to be referenced, and building relationships with other web owners to grow your audience is valuable.
Another continually growing part of traffic is mobile users. The percentage of all users was barely tipped in favor of mobile in 2016. Now in 2017 at 58%, we can see that the number of users coming from mobile phones is taking over desktop users, and will continue to do so.
Traffic changes and grows over time, and it’s important for dealerships to identify how they can update their strategies to meet new needs.
Another thing that DrivingSales learns from our monthly data pulls that we didn’t include in this Dealer report, talks about page load times.
We found that desktop load times on average are 8 seconds. Recent Google information indicates that 2-second desktop, 3-second mobile load times are ideal. We’ve done a report on this Google study with varied responses. While getting down to 2 or 3 seconds may not be feasible for many dealerships, it’s apparent that there is a large gap between the ideal, and where many automotive websites are.
All of these elements are important to evaluate as you continue your digital marketing strategy.