CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
The other day, I popped into my google analytics for the first time a while. Our website provider has great analytics in their back-end tool so I don't go there much, but I wanted to see what our mobile site traffic was looking like. I was shocked to see how many visits we have had in the last 30 days. It got me thinking and wondering how many dealers in my area had a mobile site, and if they did, how user friendly it was. So I popped my blackberry out and started surfing.
I found that 5 of my local competitors didn't have a mobile site. I had to do the pinch to expand their sites so I could see their sites. Navigating was difficult since I had to do some pinching on my screen to see where I was clicking. I then thought of it from a consumer's point of view. I am on their lot and want to see some pictures of the car. If its too hard to navigate on your phone and takes time to load flash, I would get frustrated and just give up.
Here are some necessities that are needed on a mobile website. Easy access to inventory. Make it easy to find what they are looking for. Have specials on there. Some dealers will get a live framed in link of specials from the manufacturer those won't show up. You have to put your own on for it to be visible. Click for directions is important, especially if people are just doing google searches from their phone. Make all your contact information easy to find. The easier to navigate, the better the customer experience is, the better the customer satisfaction level is.