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You've all seen the statistics. You've read the studies. You've probably heard about it at some point on the news and you've definitely been told this by a marketing guru of some sort over the past couple of years. The car buying world has gone mobile and your ability to get your message out to potential customers must be viewed by how it's seen on mobile devices first, desktops second.
In a discussion with a client today, we were looking at the way their traffic was being distributed on their website. Present on this "power call" was String Automotive who was delivering a market analysis, Remora who handles the website and search marketing, Automark who delivers the lead generation tools for the website, and my team which handles the social media. This savvy east coast dealer likes to make sure we all meet together monthly to discuss his marketing (a best practice that I strongly recommend to all dealers - get your vendors talking to each other).
We noticed that the traffic and leads were strong going into VDPs and the homepage, but the specials pages were not getting enough action. They appeared properly on desktop and the buttons leading to them showed a 7-to-1 click rate over other calls to action on the page, but they weren't optimized for mobile devices. This needed to be fixed.
One might wonder why we would want to change something that was generating such a high percentage of clicks and a good chunk of leads. This is a conundrum for many dealers. We often think that "if it ain't broke, don't fix it," and normally I would agree. However, what we were seeing was good success. We weren't maxing out. We knew this because the pages didn't appear appropriately on mobile devices.
They weren't mobile-optimized.
The website platform had great mobile numbers until you got to the specials pages. So, the challenge became trying to figure out how to take String's data and keep the Remora website performing so well on mobile while replicating the Automark plugin success from desktop. Despite my part, social, having nothing to do with it, I am pleased to be working with this team on the solution because, well, that's how things should be.
We now have a solution in the works. In essense, this should really be a blog post about how getting your vendors talking to each other regularly is a key to finding the solution, but I'm going to stick with the solution itself on this one. We're going to build mobile-awesome landing pages. This is a key to success as I originally stipulated. The question is, what do they look like?
Here you go. Clear. Concise. If your landing pages take these qualities into account, you'll win the internet (whether it's being surfed on a desktop or a smartphone):