Mobile Sites

Amanda Rejman
We have a 5 store Auto Group and are contemplating adding mobile sites. Some of them are costly. If you have them, how have you done with them? Does anyone know a % of shoppers coming in and using PDAs from your lot to comparison shop other dealers?
Daniel Boismier
Amanda, we use Dealer.com. Our mobile traffic as a % of overall traffic has gone from 1.2% to 6.5%. Conversion of the mobile sites is low, except if you track phone calls, which most people are searching for. Our experience is that most people are looking for contact information or directions. We have had better results getting incentives to mobile consumers via "check-ins" on sites like Foursquare or Facebook instead of our actual mobile site. Hope this helps.
Jim Bell
Our mobile site is tied in with our website provider at no cost (eBizautos). I am seeing traffic increase month over month on it and also seeing more leads coming in for both sales and service. I don't have stats, but it is definatly worth looking into and doing it. More and more people are abandoning their home computers and using their phones and tablets to surf the net. If your site isn't mobile friendly, a customer may go to your competitor. A stat from Digital Dealer that set me back was that 93% of cell phones in the U.S. are smart phones. That's just my 2 cents.
Amanda Rejman
Thank you both very much!! -Amanda
Tony Giorgione
Yes according to Google 17.8% of automotive shoppers are using smarpphones or Ipad. With that being said you should concider a mobil startegy.
Dan Ferguson
From a previous DS post... "Mobile Phone usage is expected to leapfrog PC usage by 2013… According to Google, mobile searches have grown 500% from 2008 to 2010. Another study closer to our industry, run in October 2010 by Brand Anywhere and Luth Research, stated that 88% of US mobile phone users are more likely to buy from an auto dealer who has a mobile website." One of our clients (Toyota dealer –Philadelphia suburbs) asked me to check how their mobile site performed in Q1 and I found that they received 338 calls (112 leads/month) from the mobile site.

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