CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
In the past month I've had the chance to look at a number of dealer websites that are still using Flash technology that is not rendering properly on iPhone and iPad devices. If your home page is using Flash and you have delayed getting a technology update, this is a reminder to expedite that change.
Mobile traffic as well as Apple devices is on a exponential rise and you should be capturing these online shoppers. In addition to having your main website with cross-browser and device compatibility, you have no excuse to ignore getting a mobile site up and running.
Here is an example of the last 30-days of traffic to a dealer website and you can see just how many Mobile devices are using Apple technology. This report is easily accessed through Google Analytics.
So take a look at your Google Analytics reports and check all your website pages from an iPad, iPhone, and Android mobile devices. Check service forms, Vehicle Detail Pages (VDP), and any multi-media resources.
Inspect your dealership's mobile usability during the Zero Moment of Truth. Dealers that have a strong mobile advertising strategy matched with a friendly user experience will be greatly rewarded.
While you are at it, make sure each month someone is checking your website from different browser technologies. Google Analytics shows which are the most popular in your market. Please do NOT assume that your website vendor has checked every revision to their platform.
Brian Pasch, CEO
PCG Digital Marketing
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