Website Optimization for the Mobile Car Buyer

Transcription

1 Website Optimization for the Mobile Car Buyer Amir Amirrezvani Co-Founder DealerOn Rockville, MD #NADA100

2 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.

3 Mobile STILL on the rise Average Hours per Day with Media by US Adults Emarketer, April 2015 Desktop Mobile (Nonvoice)

4 The Year of Mobile 4

5 5 When Do You Desktop? Mobile? 3000 Dealer Website Hourly Traffic by Device Desktop Mobile

6 6 How Often Do You Mobile? We Pick Up Our Phones 150+ Times Per Day

7 7 The Mobile Customer WHAT WE KNOW

8 8 What Makes the Mobile Experience Unique Short, frequent bursts of interaction User is often in motion Multi-Tasking Using with One hand User is impatient and often interrupted

9 9 Mobile User Expectations User expects the site to know your location and display content accordingly Site to be fast and intuitive (don t make the user think)

10 10 The Mobile Conversion Landscape WE DON T KNOW WHAT WE DON T KNOW

11 11 Pioneers of Automotive User Testing TEST DESKTOP AND MOBILE SEPARATELY 50% Traffic A 1% Conversion 50% Traffic B Website Visitors (by Device) 5% Conversion

12 12 Mobile Doesn t Convert? 8.52% Add to Cart Rates Sales Conv. Rates 2.78% 4.94% 4.43% 0.85% 0.74% Desktop iphone Android

13 13 Why are Mobile Conversion Rates so Low? Mobile web design and optimization is hard Limited screen size makes research and comparison shopping difficult Slow loading mobile sites and slow network connections frustrate users Many people browse on their phones, but convert on their desktops

14 Different Metrics For Success Desktop Primary Form Lead Phone Call Service Appointment Mobile Primary Click-to-Call Google Map Click from Mobile Text Secondary Coupon Print VDP Views Hours & Direction Page Secondary VDP Views Lead Submission EWallet Download

15 15 Mobile is Harder than Desktop Limited Screen Size Comparisons shopping especially difficult vs

16 16 Mobile is Harder than Desktop Research has shown that conversion rates are directly impacted by streamlined paths to purchase conversion should occur within three touch events. Two will be table stakes in the near future. Adobe Mobile Consumer Survey

17 17 7 Usability Problems Confusing Terminology/Iconography Numbers Not Letters (Phone Field Input) Untappable items Carousel Confusion PC Surprises Search and Filtering nightmares Menu madness

18 Icons Use Text and Use Standards 18

19 Layers/Popups Are Terrible For Mobile

20 20 The Magical Conversion Unicorn PHONE CALLS

21 21 Driving Call Conversion Calls are the path of least resistance and immediate Credit Applications and other long forms have high abandonment rates north of 50%

22 22 Phone Calls Don t Go Cold Forms Do! 3min To Respond to a Form Submission or your Contact Rate plummets

23 23 Closing Rates on Calls are Higher than Forms +70% vs

24 Attention is Critical It takes the average human 50ms to form an opinion Stay or Leave. Taylor & Francis, Mar Behaviour & Information Technology, Vol. 25

25 FAST IS VERY IMPORTANT 40% Abandon a site if takes more than 3 seconds to load (visually complete)

26 26 Phone Conversion Blueprint Conversion Scientist Joel Harvey Alignment Consistent message Emotion Connect with visitor emotionally Clarity Make it obvious Value Wont be a waste of my time, I ll get value

27 Why Alignment is Important? Service Center - No Hours - No Directions - No CTA Military Rebates - Talks about Toyota Camry - No CTA Owner s Experience - Off Message - No CTA - Cut Off Message

28 What To Do (Alignment) 28

29 29 CTA Micro Changes = Big Results (Emotion) There is an increase in CTR with language click or tap increase conversion click here or tap here increase it even further now increases it even more 30% Or more just by changing a few words in Call Conversion Rate

30 30 Testing Language $200 Off New or Used Vehicles Get a Voucher $200 Off New or Used Vehicles Get a Free Voucher $200 Off New or Used Vehicles Get Your Voucher 55% Increase in Leads (12% of all Leads) $200 Off New or Used Vehicles Get Your Free Voucher Now!

31 Example of Mobile Sites Done WRONG 31

32 32 Example of Mobile Sites Done RIGHT Leave no doubt about what things are, what things do. Don t make your customers think!

33 33 Call to Action Challenge Call Now to Request a Sale Price Call Now to Get Your E-Price Call Now to Unlock Your Savings Call Now to Confirm Availability Call Now % Increase In Click to Calls

34 34 Generate More Form Submissions THEY RE STILL ALIVE AND KICKING

35 Long Form Optimization Before After 300% Increase In Form Fills

36 36 Increase Mobile Form Submissions Using a 2 step lead form can increase form submissions by an additional 50%

37 37 People Trust Their Friends More Than You UNLESS THEIR FRIENDS SELL CARS TOO

38 Reviews Help Drive Conversion 19% Increase In Conversion

39 Google Business Reviews (Google Maps)

40 Yelp Reviews (Power Apple Maps)

41 Mobile Optimization Do s and Don'ts 41

42 42 Optimize Mobile Site Separately Test all devices: mobile screen sizes, browsers, operating systems, and network connections using a tools like BrowserStack Test different goals on mobile such as click to call, texting, coupon downloads, map & directions views Test multiple implementations of sticky headers/footers Test mobile only offers

43 43 Top 5 Mistakes to Avoid Cramming every feature and functionality into your mobile site Using non standard buttons, terminology and navigation Using too much screen real estate for promos and large images Using tiny text, buttons and links Making it difficult for users to contact you

44 44 Top 5 Must Do s Minimize your mobile site s load speed Make CTA s and navigation very obvious and easy to use Leverage the users location to personalize content Simplify contact forms Avoid intrusive pop over layers

45 Questions 45

46 Website Optimization for the Mobile Car Buyer Amir Amirrezvani Co-Founder DealerOn Rockville, MD Please visit the NADA Pavilion in the Expo Hall for information on accessing electronic versions of this presentation and the accompanying handout materials, and to order the workshop video #NADA100