Website Optimization for the Mobile Car Buyer. Amir Amirrezvani Co-Founder DealerOn, Inc Rockville, MD

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1 Website Optimization for the Mobile Car Buyer Amir Amirrezvani Co-Founder DealerOn, Inc Rockville, MD

2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. 2

3 The Year of Mobile We spend nearly 3 hours per day browsing the internet and online media and ever since 2013, mobile usage has started to eclipse desktop usage. If your customers are picking up their phones more than 150 times per day, using it to search for their interests, then why isn t your dealership optimizing for mobile? 3

4 The Year of Mobile, Cont. What Makes Mobile Customers Unique? Unlike an average desktop user, your average mobile customer is: On-the-go Using their phones with one hand Multi-tasking Being interrupted frequently Often impatient That means mobile users expect websites to be fast, intuitive, to know their location, and tailor content accordingly. When this doesn t happen, the decision to leave your dealership s website becomes easier and easier. 4

5 Why Doesn t Mobile Convert? It s easy to see that mobile conversion rates, on the whole, aren t quite half as good as desktop conversion rates. Since optimizing your site for mobile conversion is only now starting to get traction in the automotive industry, it s important to remember that we don t know what we don t know. In other words, a lot of folks are clueless about mobile optimization, but don t know where to begin. 5

6 Top Reasons Mobile Doesn t Convert Well*: Smaller screen size limits ability to comparison shop and research buyer s options Slow loading speeds and slow networks frustrate users Mobile web design requires much more finesse than desktop design Mobile web designers often overcompensate and try cramming to many things on-screen Many users research on mobile, but purchase (or convert) on desktop because of mobile site limitations Top Usability Problems: Search & filter doesn t work Menus don t scale to mobile Wrong keyboard inputs (i.e., QUERTY keyboard in a numeric field) Iconography isn t immediately clear to users *Research shows that more streamlined paths (i.e., three touch events) lead to higher conversion rates, with current trends leaning toward two-touch events. 6

7 Mobile Alignment - No hours - No directions - No CTA - No CTA - Off-point - No CTA - Message cut off These mobile-formatted pages are crammed with either the wrong kind of information, or not enough of it. Giving your customers the right information at a glance can be tough, but having top-notch above-the-fold content makes it that much easier for your customers to decide to stay on your site. 7

8 Mobile Alignment, Cont. How to Boost Conversion Rates Closing phone calls will almost always be easier than trying to close leads from form submissions. In fact, research shows that closing rates on calls are up to 700% higher than closing rates on form submissions. Phone Conversion Formula Alignment Have a consistent message between your website and phone sales teams. Emotion Connect with your visitors on an emotional level, engage them. Clarity Make the offer obvious and enticing, don t muddy the waters with innocuous data Value Ensure your site visitor gets value out of the call, that they re not wasting time. 8

9 Improve Your CTAs Micro changes are slight, but effective, changes in the language of your CTA (Call To Action). For example, click or tap promote user interaction. Adding words like click here or click here now only increases CTR. On average, micro-adjusting your CTA verbiage will result in a 30% increase in conversions. Using a 2-step lead form can increase form submissions up to 50%. Remember, people don t like parting with a lot of information, and the more steps you force them through before delivering on your offer, the less likely they are to convert. Reviews Drive Conversion Having positive reviews (visible and non-intrusive) can increase conversion rates by 19% Garner positive reviews from Google to boost your Google Maps presence Positive Yelp reviews will show up on Apple Maps 9

10 Top 5 Mobile Design Mistakes 1. Using tiny text, buttons, and links on mobile sites 2. Cramming all desktop features & functions onto your mobile site 3. Using non-standard buttons (icons) and fundamentally changing navigation 4. Using too much screen real estate for images & promos 5. Making it difficult for users to contact you Mobile Site Optimization Tips 1. Minimize site loading speed 2. CTAs and navigation (menus, buttons) should be highly visible 3. Use location services to personalize content for your users 4. Make contact forms as simple as possible 5. Avoid intrusive pop-over layers 10