Dealership mobile visits are on the rise...
We know that the number of mobile devices accessing the web are increasing on a daily basis. What you might not know, however, is the approaching mobile tidal wave reports are predicting.
Cisco’s spring 2011 study cites 2010 mobile data traffic nearly tripled (2.6x) for the third year in a row. A Tech Crunch article states mobile traffic is expected to rise 40x in the next 5 years. Fortune’s August 2010 article sums it up: “The numbers don’t lie: Mobile devices overtaking PCs.”
The approaching tidal wave of mobile devices is creating a tsunami. In response, we need to evaluate how mobile users are connecting with our digital storefront.
Your Dealership Mobile Visitors
Do you know how much mobile traffic your site receives? Here is how to look this up with a Google Analytics account:
Log in to your Analytics account.
Once logged in, you need to look on the left hand column for “Visitors.”
Under “Visitors,” click on “Mobile.”
You will then see statistics of people who viewed your site with mobile phones.
Most likely you will be surprised at the amount of mobile traffic to your site. What you will find even more interesting – look at how that number of mobile hits has increased over the last few months. DealerRefresh showcased this topic in May of 2010. A lot of great information on mobile can be found by reading the comments section from participating dealers.
Hosting the video series “Mobile and the Dealer” allows me to discuss with dealerships around the nation. Dealers are consistently reporting 15-20%+ of total web traffic coming from mobile devices. This has increased ten fold for some over the last 12 months!
Bouncing or sticking?
Pay attention to how mobile visitors are engaging on your site. Specifically look at bounce rates of mobile visitors and compare them to traditional visitors. If you’re like many, you’ll see sky-high bounce rates on your mobile visitors. In this podcast: Eric Hanson talks about mobile visitor bounce rates of vegas.com and how optimization strategies effectively lowered those stats.
Understanding Mobile Visitor Behavior
Several reports are showing different behavior patterns for mobile visitors vs. desktop. This only makes sense, but we are now seeing data to back it up. What’s clear: giving a mobile user a desktop experience results in bounces and decreased conversion, if any.
Time on site metrics for traditional desktop users continues to be higher than metrics for mobile devices. Mobile visitors are on the go. They consume information many times in sections rather than a single sitting. The essence of being on the go doesn’t allow for prolonged spans of attention. An interesting study by ClickTale, puts some numbers to the speculation that mobile users don’t like to scroll. Long loading times, scrolling, zooming,: – all of these functions are turns off and contribute to bounces for a desktop formatted website.
Capturing Mobile Visitors
Top dealerships are providing a mobile-friendly experience for their customers. These dealerships are using mobile sites and dealership mobile apps designed to capture the customer, providing first the information they are seeking, then spurring them to action. If you buy a mobile site or mobile app from a quality vendor serving the dealer market, you’ll see a lot of attention has been placed on channeling the customer through a specific set of processes.
Now that dealer apps can be downloaded right from the dealership website, dealers are using apps to create long-term relationship channels with the customer from pre-sale to post-sale service and incentives.
As mobile device traffic increases, make sure your marketing strategy doesn’t forget your mobile customer.
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