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About 95% of Americans watch TV using traditional cable or satellite options, whereas the other 5%—the so-called "Zero-TV" viewers—are bucking tradition (because of cost or lack of interest) in favor of non-traditional devices and services, according to a report by Nielsen.
I’m not saying to stop your traditional TV advertising and I’m definitely not saying the entire population will convert to a Zero TV Households within the next year, but it is important to notice this trend and cater to the 5 million people that do not watch cable TV. Your website is the best tool for gaining more customers and leads so use it to capture the attention of 5 million Zero TV households.
Now that you have this data, let’s review ways you can beef up your online and mobile advertising as less than 10% of the Web is currently mobile ready (mobile search now accounts for abouthalf of all searches).
1. Keep Messages Simple
Complex language, metaphors, or details that require too much thinking should be avoided. Follow this rule of thumb: if someone can’t understand the ad within two seconds, the message needs to be simplified.
2. Provide a Strong Call-to-Action
Use straightforward descriptions -- “Click here for 20% Off,” or “Value your Trade Now!.”
3. Use Visually Compelling Imagery
Use images that capture the value of your message as consumers are more likely to click to your site.
4. Create a Sense of Urgency
Take advantage of seasonal and time-sensitive trends. Like VW’s SPRINGTOBER or Chevy’s Truck Month.
When you've decided on the right messaging, call-to-action items, and images, your next step is A/B testing. A/B testing allows you to understand what features of your ad are compelling to a mobile user and which type of messaging and creative resonates best with them. There is always room for improvement so test, test and test some more.
Utilize these tips in your next website redesign. If your mobile site is set up poorly, you can expect that over half of these potential customers would not recommend you. Furthermore, 40% would then visit a competitor site after a bad mobile experience on yours.
If you need help in making your website mobile and tablet friendly, check out my previous blog post!