Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Approximately one-third of all search traffic for auto industry related terms comes from mobile devices. Half of the mobile automotive search audience performs longer term research but roughly half (49 percent) look to make a purchase within the day. However 36 percent of this group convert within the hour.
These are compelling statistics from Nielsen/Telemetrics that underscore why it is critical for auto manufacturers, local dealerships, reviewers and local automotive resources to render their sites properly for nearly half of their current traffic, but to also be at the forefront of getting higher visibility for an ever-increasing share of mobile searchers.
In this post I will discuss why mobile optimization is important and we will present the best practices and tips of mobile optimization so as to increase ROI, online conversion and enhance the online interactions with mobile Auto users.
With Smartphones and tablet devices turning the Internet into a beyond doubt real-time experience, mobile site optimization seems to be an imperative need for dealers to tap into mobile Auto users who are demanding consumers that are always on the move.
People are spending more time than ever on their mobile phones while by 2014 mobile internet is estimated to overtake Desktop internet use. As a result mobile optimization constitutes a great opportunity yet challenge for marketers to deliver targeted direct messages and a unique online experience through mobile friendly websites.
Mobile friendly sites are not simply designed to fit into small screens but also to interact with the users in the most cost and time effective way. Below you can find the 10 best practices for optimizing your website for mobile devices:
Content should be brief and easy to find. Specific and few direct features and information is a must to satisfy user needs. For that reason prioritizing information to lead to conversion is the key action. Dense VDP pages with lots of images just won't cut it.
Visitors should find the information within 3 clicks, while scrolling should be vertical than horizontal with back to top or home indications to facilitate usability. Moreover a search box can speed things up and satisfy users. Some mobile car sites are simply too difficult to navigate given this criteria.
Design with a fluid layout of a minimum width at 320px and implementation of clickable elements big enough for a fingertip, ≈44px² is the best way to facilitate mobile use. Click-to-call constitutes a smart feature for immediate contact.
Design should be adapted to mobile reality. The best practice indicated is a fluid layout that will adjust to any screen size. More colors or increased contrast constitute an extra assistance to design visibility.
Concerning bid advertisements and banners, have in mind that the screen fills easily and such actions are likely to delay loading significantly. For that reason, using targeted short messages upon colourful buttons is the best way to lead your audience to conversion.
Mobile reality speaks with real time marketing. For that reason, you need up to date information. Your mobile needs to display the best current offers and news to attract visitor’s eye and interest so as to convert into action.
In the case of mobile sites versions duplication of content is a myth. You can keep the most significant points of your site’s desktop version to arouse interest and smooth the progress of finding useful instant information. Google bot-mobile crawls the mobile content to identify the fact that it is a different version. Make sure you identify users that access your website via mobile devices and redirect them to the mobile version of your website. Moreover define mobile Sitemap in Google Webmaster Tools as you would have done for the main website.
Always test your website’s ‘friendliness’ by viewing it with several mobile devices! Note that your website might be presented differently on old devices or on different mobile technologies. Also it is always a good idea to Validate your XHTML on W3C by using the following free service:
It is widely believed that applying the same URL for both desktop and mobile version is the most effective and efficient way to introduce your website. However, for technical & SEO reasons it is highly recommended to use subdomains and redirect the user to the mobile version where you shall deliver different – specific mobile content to users.
In brief Mobile Site optimization needs to be smart, creative, targeted and time effective to serve real – time marketing needs and satisfy always moving Auto users at any point, at any time and any case!