Is Your Automotive Website Converting Mobile Users?

FT-Blog_Graphics_MobileConversions_2-16After groggily hitting the snooze button on my phone’s alarm this morning, I scrolled through my Twitter feed, skimmed a few news articles, and put on my favorite Spotify playlist. I then walked downstairs—phone still in hand—to make some calls, look up the weather forecast, and get a jump-start on my day.

While answering emails over my morning coffee, I remembered that my car was due for an oil change. So I opened my phone’s mobile browser, bounced around a few websites, and chose a dealership whose page was convenient and easy to use on my smartphone. Talk about instant gratification!

Mobile users are looking for quick, helpful hits of information, like I was this morning. And with just over half of all ecommerce traffic coming from mobile devices, according to Social Media Today, you can deliver a more engaging user experience, increase your conversion rates, and ultimately generate more sales by tapping into your mobile audience.

The mobile platform isn’t going away, which means your dealership needs to focus on mobile marketing if it isn’t already. Here’s how you can cut through the noise and increase your website’s mobile conversions.

Present Content That’s Relevant, Readable, and Responsive

When it comes to getting conversions from a mobile audience, readability is key. These users are multitasking, on the go, and working with a small display screen that leaves little room for bells and whistles. If your site is bogged down with irrelevant content that’s hard to read, visitors are more likely to leave and find what they need elsewhere.

For example, while I was looking up the cost of an oil change at one dealership this morning, I immediately bounced off its landing page when I saw how much copy I’d have to digest. Its text was too small to see without zooming in, and scanning the whole page would’ve been frustrating and time consuming.

The dealership I ended up choosing, on the other hand, had optimized its site for mobile. Its text clearly displayed the pricing, hours, and contact information for its service center and was easy to read without zooming in.

Your mobile site is competing with dozens of other automotive companies, which means your content needs to be organized, relevant, and easy to digest to get the most conversions. For more on responsive mobile design, check out this Webmaster’s Mobile Guide from Google.

Optimize Cross-Channel Targeting

Fifty-four percent of people shopped on mobile devices before making a purchase in 2015, which means most of your customers used a smartphone, laptop, or tablet to learn about your dealership before taking a test drive.

Your automotive marketing strategy must reflect this multi-device, multi-platform customer base, especially since consumer actions differ across each medium. That way, you can keep track of mobile conversions and mobile leads, target your audience on several platforms, and provide a more streamlined user experience for your automotive website.

Take Advantage of Video Content

Video marketing can drastically improve mobile conversions, and its influence is only projected to grow. In fact, MarketingExperiments saw a 50% increase in mobile conversions when they placed videos on their landing pages, proving itself a vital channel for any healthy digital marketing campaign.

Videos are engaging, entertaining, and easy to share. They foster a stronger emotional connection with your online audience compared to other forms of content marketing, and they make consumers want to learn more about a product or service. There are dozens of ways to use video in your marketing strategy, and each can help you maximize your automotive mobile conversions.

For your dealership, you can make videos that explain a car’s special features, provide step-by-step instructions for preventative maintenance, promote holidays and events, and go over different vehicles in your inventory. They don’t have to be long, but they provide a great opportunity to connect with a mobile audience across several platforms.

Give Your Links Space to Breathe

Links and calls to action should be placed far apart so visitors don’t click on anything by accident. You should also leave a space between the border of the screen and its content for a smoother, more intuitive layout. By doing this, you can reduce your mobile drop-off rates, or the number of people who navigate away from your webpage.

Additionally, the click-to-call links for your dealership’s sales, service, and financial departments should be obvious and highly visible. You want your mobile website to be as intuitive, easy to read, and user friendly as possible, and following these steps will help you generate more conversions.

Join the Revolution: Go Mobile

Making your site more mobile friendly may seem daunting, but it’s easier than you may think. With the right mix of video, relevant content, and responsive design, your digital marketing campaign should see a huge increase in your mobile engagement and conversion rate.

If you’re ready to take the next step, click here to schedule a website evaluation.

Until next time,

Meghan

Meghan Garrity is an Inbound Marketing Copywriter at FullThrottle

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