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From: Jared Hamilton
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Corey Rinehimer

Corey Rinehimer Sr. Product Mgr.

Exclusive Blog Posts

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

6 Tips for Better LinkedIn PPC Advertising

6 Tips for Better LinkedIn PPC Advertising

With a little over a year’s experience with LinkedIn Advertising and some insights from a connection at LinkedIn, I’ve put together a list of 6…

The 3 Laws of Extreme Ownership

The 3 Laws of Extreme Ownership

“These are all things that may help you justify your results. But is your dealer any happier because of this?” I just finished reading a…

Mobile SOS: Flash Intros and Traffic Lights Don’t Mix

 Focus your mobile website content for on-the-go shoppers

 

One of the biggest industry myths today is that is a dealer’s mobile website should mirror their desktop website.

The myth that all content is good content stems from our experience with desktop websites – we are accustomed to the fact that consumers who visit the desktop website can be at various stages of the purchase funnel and have the ability to quickly cross-shop competitor dealerships. Because of these consumer characteristics, we are compelled to provide additional information about the dealership and its many profit centers – trying to meet all needs of all customers.

Dealers who bust this myth will present a cleaner, easier to use experience to their customers, which will result in less confusion and frustration, and more quality contacts.

Low-Funnel Love: Focused Mobile Content Lures Serious Shoppers

Mobile users are typically very low funnel – consumers who want to connect with the dealer, quickly.  These consumers are on the way to the dealer, need to make a service appointment, or they may be standing on the lot wanting to see pricing and incentives on a particular car. 

Dealer mobile websites should be designed to allow the on-the-go consumer to quickly connect with the dealer – and, at Cobalt, we see high conversion rates as a result. Our Cobalt business intelligence shows:

  • 1 in 5 visitors show intent to convert – Clicking to Call, Getting Turn by Turn Directions
  • 2/3 of the phone call events are related to service

The moral of the story? If you don’t have a mobile site yet, get one.  Over 10% of traffic is coming from mobile now and it will continue to grow rapidly. 

If you have a mobile site, make sure it is focused.  Decide what really needs to be there, and organize accordingly.  

Lastly, remember that mobile websites are not mobile-optimized versions of your desktop site.  They are conversion machines, and need to be finely tuned.  Don’t weigh them down with things that will distract or worse, keep the consumer from finding what they need. 

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