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CDK Global

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Put the "U" in Universal Shopping Experience (Part 3)

A sexy dealer website is one that offers prospective customers a quality shopping experience wherever they are, however they’re shopping. “Today’s dealer website has to be sophisticated enough to support the new gadget mentality,” Paul Nagy, Vice President of Core Products for ADP Digital Marketing explained. “We all know more and more consumers are shopping on their smartphones and their tablets. What we need to think about is not the technology, but its implications. Gadget shoppers are shopping on the go. They’re in the car, they’re waiting at the doctor’s office, and they’re hanging out at the mall. How can a dealer’s site cater to those particular needs?” According to Andy Largent, Senior Product Manager at ADP Digital Marketing, it’s all about creating that universal experience.

Sexy Dealer Website Checklist

  • Mobile is a must. If you don’t already have a mobile dealer website, it’s time to make that leap. “Not only is mobile a huge trend, but our research shows that mobile shoppers are the most serious about purchasing,” Largent said. “When you’re chilling at your computer at home, you’re in day dream mode. When you’re searching for car dealerships on your phone, you’re looking to buy.”
  • Lighten your loading times. Gadget shoppers are surrounded by myriad distractions, so their attention spans are short. If your site is taking too long to load, they’re going to get frustrated and move on. According to the Yahoo developer blog, 80% of slow loading times are caused by heavy elements like Flash slideshows. "While it’s tempting to cover your site in seemingly sexy widgets and shiny objects," Nagy cautions, "Remember it doesn’t matter how sexy your site looks if no one has the patience for it to load. Keep your design clean and elegant in order to sustain consumer interest."
  • Clarity is king. Gadget users don’t have the attention span or the inclination for bells-and-whistles. They are merely interested in accessing their desired information as quickly as easily as possible. Make this easy for them. Opt for large fonts, remove “hover” links (links you have to mouse-over to click) and make sure your formats are gadget-friendly. The iPad and iPhone, for example, favors HTML5 code and MP4 movie formats – and will not even display Flash content at all. Opt for universal formats so you grab the biggest market share possible!

Paul Nagy is Vice President of Core Products ADP Digital Marketing (formerly The Cobalt Group). Nagy brings over 12 years of technology management experience to the role, including senior management positions at Apple, Metreo, and Selectica. When he’s not crunching technical problems, Nagy enjoys fly-fishing in the great outdoors.

Andy Largent is a Senior Product Manager at ADP Digital Marketing, where he works on the core website platform and services.  With 10 years of automotive website expertise, Andy uses his experience to build high-performing solutions for dealer, dealer group, and OEM customers. Andy hopes to turn the hundreds of pictures of his kids into an amateur photography sideline someday. Until then, his favorite new social media/photo app is Instagram.

 

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