pissing-off

Have you looked at your Google Analytics recently? From the Google Analytics menu, if you click on “Audience,” then “Mobile” and finally “Overview” you will see a report similar to what is shown below. For this dealer, they are receiving more mobile car shopper traffic to their website than desktop traffic.
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Specifically, this dealer is receiving 54% of the website traffic from mobile devices; 43% from smartphones and 11% from tablets. This is one of the highest percentages of mobile traffic I have seen within our customer base. However, this is only a glimpse in the future; your mobile visitors will be increasing every year.

So, it begs the question:

How long are you going to piss off car shoppers with a crappy mobile website?

For this dealer, 3,700 car shoppers per month are visiting the mobile version of their website. This is a serious problem for dealers who have not prioritized their “mobile first” strategy.

Dealers, Please Take a Look

Take a minute as shop for a car on your dealership’s mobile website from your smartphone. Tell me if you can honestly say that you are delivering a first class experience. Take a minute to answer these questions about your own mobile website:

  • Does it have all the content that your main website provides shoppers?
  • Is your mobile website a responsive/adaptive website strategy that will reward your content in Google search?
  • Is it easy to search your inventory and find cars based on style, price, or color?
  • Are your specials and incentives clearly visible on a mobile device?
  • Can you schedule service appointments on your mobile device?

If you answered “no” to any of these questions, you need to call your website provider and discuss a website upgrade.

Take Action Today

Do not let website contracts hold back your decision to upgrade your website if your website provider does not have a solution for another 6 months or a year.  Your monthly cost for the website pales in comparison to how much money you are losing because you own a crappy mobile website.

I don’t sell websites so this call to action has no hidden agenda. Your dealership needs to get your mobile first strategy is place; deliver a first class experience to mobile shoppers and sales will rise.

If you are heading down to Atlantic City for the Digital Dealer Conference, give me a call and let’s meet up for a coffee.  I’m heading down on Tuesday afternoon.  My cell phone number is listed below.
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By Brian Pasch

Brian

Brian Pasch, CEO

PCG Consulting

732.672.2356

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