Why Automakers (and Dealers) Need to Optimize Their Sites for Smartphones

TVBFutures found that TV ads work at getting potential buyers into the amp8220consideramp8221 phase but from there they go online and to their phones to do more research amp160Now get this A Google study found that 71 percent of all digital interactions were made on handheld devices amp160Itamp8217s a top auto trend for 2019 amp160Buyers were asked which medium they used to get car information and 58 percent said they only used their phonesWhatamp8217s more those searches need to work well with voice commands an estimated 50 percent of searches will be voicebased by 2020 according to Jayson DeMers in Forbes last yearamp160 That makes it critical that automakers simplify their websites and optimize them for phones amp160Too often auto sites prioritize fancy graphics and gorgeous photography over the simple information that consumers want onsale dates model availability prices features and options amp160To get the basic information I need as a journalist for example Iamp8217m forced to ignore the automakersamp8217 own web presence and go to thirdparty offerings such as Edmunds Kelley Blue Book and US News and World ReportThe best websites for mobile are from Audi and Honda amp160The latter is particularly good giving surfers the right data with finger swipes amp160Just entering amp8220Audiamp8221 in Google got me to the local dealer which shows theyamp8217ve got my location data but in the early stages Iamp8217d rather see the national websiteDealer websites arenamp8217t much better than company sites in fact theyamp8217re worse amp160Some dealers offer deluxe concierge services to get more customers in for service which is where they make half of their profits amp160But do you think the dealers feature those services some of them outlandish including cafamp233s massage and movie theaters on their websites amp160These luxuries should be featured on the homepage but instead consumers have to dig down into the service category if theyamp8217re listed there at allDealer websites tend to look generic because theyamp8217re churned out by advertising agencies which donamp8217t give them much distinctive flair amp160The photos are good though amp160Even auto publicists arenamp8217t all that helpful amp160amp8220All our information is on the webamp8221 they say instead of doing what they used to do handing out detailed press kits amp160On the web the information is often hard to find and costs valuable time amp160Speaking of time thatamp8217s just what consumers donamp8217t have much of these days amp160When they look at cars on their phones they just want to comparison shop with the same ease they look at YouTube videosAn estimated 53 percent of respondents in an AdColony Car Buying survey say itamp8217s amp8220very importantamp8221 or amp8220importantamp8221 to have their smartphones aboard when they car shop amp160And nearly 60 percent say theyamp8217re likely to visit a dealership after seeing whatamp8217s available online with pricing and incentives amp160An even bigger number 70 percent say theyamp8217d like to interact with video on their mobile devices to check out the different modelsBut very few online videos are designed to perform that basic functionClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Why Automakers (and Dealers) Need to Optimize Their Sites for Smartphones

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Jim Motavalli

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Why Automakers (and Dealers) Need to Optimize Their Sites for Smartphones

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