We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
At the Automotive Boot Camp last week, I had the pleasure of going over analytics with a dealer who was at a loss for why they weren't getting more traffic to their website. One of the first things I noticed was that the website looked good on Internet Explorer and Firefox but had errors in Google Chrome and failed to display properly at all in Opera and Safari.
"As long as it works in Internet Explorer, we're fine," the dealer told me. "Our area is not tech-savvy and almost everyone we know uses Internet Explorer."
I was aghast. I literally didn't know what to say. I thought these days were behind us.
I was wrong.
It doesn't matter where your dealership is. People are using the internet. They know how to use the internet. Even if they don't, someone in their family does and has helped them know the basics.
Internet Explorer is still big, but check your stats before thinking that "everyone is using it." Last week, Chrome overtook IE as the most used browser in the world. Even in North America which is still IE-heavy, it only accounts for around 40% of the non-mobile web traffic.
Do you want to reach 40%? How about 90%, assuming your website works in IE, FF, and Chrome?
Why not go for 100%?
The story ended well. We looked at his analytics and he was partially correct: a high 44% of his visitors were using IE. It wasn't the number he was thinking and it opened his eyes to the importance cross-browser website performance. Have you looked at your numbers lately?
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