Clearly, mobile devices – specifically smartphones – have changed the way we do nearly everything. And they’ll continue to grow in importance as the future unfolds.
According to a report from eMarketer, in 2016, 79% of mobile phone users were clutching a smartphone. And that number is expected to grow to 87.3% by 2020.
Smartphones aren’t just being utilized when consumers are out and about. They’re replacing desktops and laptops for internet usage at a steady pace. According to the eMarketer report, old-fashioned computer-based browsing has dropped 10% since 2011. And, in 2016, 11.7% of US internet users were browsing exclusively on a mobile device. The prediction is for those numbers to climb steadily.
As smartphone usage increases, the expectations car shoppers hold for a dealership’s mobile landing page experience are climbing.
In a 2016 automotive study, 78% of car shoppers used a mobile browser to compare and shop dealer inventory in 2016.
And, every second it takes your VDP to load is vital. If your mobile VDP experience is less than optimal, you’re taking a risk.
A whopping 40% of shoppers won’t wait more than 3 seconds, according to a Google Study.
This means a potential customer is highly likely to skip over to a competitor for the simple reason that their pages load more quickly than yours.
Is your mobile presence where it should be? If not, you’re falling behind. Now is the time to ensure your mobile experience brings business in, rather than turning customers away.
Let’s look at a few ways to ensure your mobile site moves inventory.
This article from SEO experts MOZ explains, developing a mobile experience that attracts and retains customers is a multi-faceted undertaking. Key insights from their posting include:
Right-size your buttons: avoid accidental clicks by ensuring buttons aren’t too big, too small, or in the way of a scrolling finger.
Emphasize the local element: standardize your name, address, and phone number, and include your city and state in your metadata.
The latest LotLinx technology offering – set to release this July – LotLinx CX-AMP, makes that part of the optimization process simple.
LotLinx CX-AMP (amplified mobile pages) creates high performance mobile VDPs for each car in your inventory. The technology is focused on the conversion actions proven to be the most valuable:
1. I’m interested (text)
2. Is this car still available (text)
3. Schedule test drive (email)
4. Get best price (email)
5. Get eprice (email)
6. Lease price (email)
7. Click to call (call)
8. Click to chat (chat)
That optimization means a potential customer can engage the way he/she wants, resulting in increased lead capturing, and more purchase-ready shoppers viewing the cars you want to sell most.
2016 data proves Mobile to be the #1 source of clicks-to-contact on dealership websites.
If your own site’s mobile experience hasn’t quite kept up with the changes in both technology and consumer demands, take the time now to start the optimization process. Wait any longer, and you may find yourself left far, far behind.