Is your Website Mobile Optimized yet?

Nowadays a staggering  9 out of 10 New Zealanders have access to the internet, with the  time we spend online doubling since 2005. And 59% of New Zealanders using the internet are over 35 – its a myth that it is just gen Y surfing the net!

 More and more people are searching the internet and shopping online, particularly on their smartphones.  In 2013, 50% of online traffic will come from mobile devices – smartphones like the iPhone, Android, Blackberry, Windows mobile, Palm Pre). The use of these devices is sky-rocketing with 60% of Kiwis are expected to have a smartphone by the end of this year. Soon enough, all mobile phones will be smartphones.  More people than ever will use their smartphones rather than computers for surfing the internet and shopping. The ‘second screen’ is commonplace in many Kiwi households – people are looking at their smartphones and iPads whilst watching telly, or eating tea.

It is essential to keep up with the technology that your customers are using. Look at a normal website on a smartphone  – the majority look woeful. Most of them look teeny tiny and really hard to navigate - you need to pinch the screen to enlarge everything, and the pages take ages to load! A recently survey showed that 40% of users have turned to a competitor’s site after a bad experience trying to search an un-optimized website on a smartphone.

If you have website, optimizing it for mobile use is imperative.  People who are shopping on their mobiles have different needs and expectations than those who are shopping online on their lap top or PC.  They need easier to read pages, and for pages to appear quickly. They are searching for specific items, the information accessed on their on mobile needs to be easily searched and accessed. They are looking for specific makes and models, information on the makes and models that dealership has for sale, as well as dealer contact details. If your dealership does not have a mobile website, you are missing out on potential leads and sales.

As well as when people are at work or out of their office or homes, dealer mobile website use increases at weekends, when people are out and about doing the rounds of yards on a weekend. These shoppers are far along the car buying process, they will have a make, model, year and budget in mind.  The easier it is to access information about your stock on a smartphone, the more likely you will get leads and walk-ins. People’s attention spans these days are short! If someone is searching for a specific vehicle on a website that isn't mobilized  it is harder to see and access and the consumer is likely to just give up and move on to another dealer’s website that is mobile and easily accessible.

Functionality that your Mobile Website needs

1.       Good search options

The more search criteria on mobile websites, the better, i.e. Body style, make & model, price, mileage, transmission cc-rating etc.

      

2.       Vehicle Features and Description

Easy access to your vehicle’s features and your description and information about the vehicle is vital.

  

3.       How to find you

Address details, contact details and a map are key for mobile websites, so your buyers can easily find you!

4.       Easy dealer contact

The ability to find your phone number or contact you by email is important. Another valuable feature is automatic dialing  when a person can click on the salesperson’s number and have the phone ring it automatically making your dealership easily accessible.

We began to build mobile websites for our clients last year, and we have found a huge increase in leads and enquiries coming directly from dealer’s mobile websites

Mobilising your website will make it easier for customers to search your stock, find your yard and make contact.  

   

If you have a dealer website – you should have that website made ‘mobile’. People also generally prefer mobile websites to Apps, as mobile websites are easier to find – if someone clicks on your website URL on a mobile phone and you are mobile optimized, the mobile site will load automatically. 

The good news is that it is not too difficult to optimize your website for mobile.  Many local businesses provide mobile website builds, so ensure you don’t get left behind.

Keeping up and being found is the goal

The internet shows little mercy and respect for business, even those businesses that only overlap the web don’t remain immune.  While Yahoo is still a large internet player it is in the shadow of Google and there is much expectation on Marissa Mayer as Yahoo’s new CEO to address the imbalance.  No matter how large or how successful you are currently, unless you are following the trends and technology you quickly fall off the pace and into history.  Even large and very successful companies like Nokia and RIM (Blackberry) who have ruled the mobile world are struggling to survive as the internet and mobile domains have merged. So great is the drive from consumers around internet usability, the old benchmarks of what made a fantastic mobile phone have been consigned to the past. Keeping up is the goal as with internet selling we rely on many components to successfully come together to make it work.  There can be more to it than a newspaper and eyeballs environment.

User behaviour on the web is rapidly changing brought about by evolving access methods and devices.  It is also not the world of the young any more with recent statistics showing more people over the age of 35 access the web than under.  Generally with age comes wealth, mobility, smartphones and tablets.  Following these users and their habits is now becoming a fulltime job and art, but so important to being successful online.  For dealers using Trade Me, the cost and time invested to ensure the maximum reach and exposure for vehicle listings just happens, what is not seen is the huge amount of work going on in the background.  The iPhone application emerged in November 2010 and in February this year both an Android and Touch site were launched. With this suite of three applications there is not a common mobile or tablet device that does not have access to an optimised Trade Me user experience.  It is not enough now to just be on the web you need to be device optimised.

This year has also seen the growth of the home eco system and Apple is the master of this. Without knowing it, one Apple device within a house becomes two, iTunes becomes the content provider of choice all served through an Apple TV; if your home does not already look like this your child’s classroom might.   Apple is not alone with Microsoft pitching the Xbox as a media centre and Sony the Playstation.  The concept of the second screen is alive and growing, as sitting in that cold spare bedroom or home office loses its appeal; life on the internet is now a tablet on the couch in front of TV. We are all winners as our customers move from looking at the web once or twice a day to an environment where they practically live on it.  An interesting exercise is to look at our own household internet usage, I would be surprised if you have not found it doubling each year.

With users being more internet savvy, being found and keeping customers engaged becomes the next challenge and as I outlined above they generally won’t hang around on content that is not optimised for the device they are using, hence why Trade Me has three standalone mobile applications.  If you have website, optimising it for mobile use is imperative as people who are shopping on their mobiles have different needs and expectations than those who are shopping online on their laptop or PC.  They need easier to read pages and for pages to appear quickly, they are searching for specific items therefore the information accessed on their mobile needs to be easily searched and accessed.  If your dealership does not have a mobile website, you are missing out on potential leads and sales.

More time online does not necessary mean more time looking at the same content.  As users become more knowledgeable and their search skills become more honed this leads to the fragmentation of content.  Once upon a time, Facebook was the be all and end all of social media and you would have thought no one could compete, however as users gain experience they are now moving to more niche sites for dedicated content or functionality.  People are choosing the application Path, for a more secure closed user group social network and sites like Instagram and Pinterest for more visual imaged based networking, and even sites like Spotify are starting to compete with Apple’s iTunes.  Like these sites, Trade Me holds a huge amount of user/dealer generated content and it is important that each time someone returns they are presented with new interesting vehicles.  Holding a mix of classified and auction listings ensures the user is always presented with something new and dynamically changing; if the content is not fresh the customers will not keep returning as they have choice.

Keeping up and being found is the goal, leverage where you can by partnering with providers that enhance both your fixed and mobile web presence. The longer and more often your customers are online the more dynamic and engaging your content needs to be to standout.

Automation doesn’t beat the human touch

I’ve noticed a change is dealer listings lately. Part of my job is to look at listings day in day out, and here at AutoBase & Trade Me I think it’s safe to say we’re pretty versed in what makes a good listing. The proof is in the pudding – good listings get more views, and this information is available to us and all of our clients. Lately I’ve noticed a couple of trends on listings, and they seem to originate from listings being purely automated, with no human input.  

It’s not all about you

The first trend that dealers are cramming their listings full of information about their yard, with very little about the vehicle for sale. Some Vehicle Management Systems allow you to duplicate standard text about your dealership automatically to every listing. It is definitely great to include information about your yard, such as hours, deals, finance options etc – but it should be a balance so make sure you are also adding enough information about the vehicle for sale for potential buyers to search for, and find. People are looking for specific vehicles, and when you come across a listing for a vehicle you like the look off which has little or NO information about that vehicle – it puts you off and you move on to the next. It’s simply just annoying.  For example:

Private Sellers work the system

We know that listings with about half about the car and half about the yard work well. Last year we published an article about privates vs dealers. Privates Private sellers make up 70% of used automotive sales, dealers 30%.  As we see it, there are 3 main factors that distinguish private sellers from dealers that in reality, dealers should be up to play with. Time, Motivation and Emotion. Private sellers spend the time to put blood, sweat and tears into their listings with loads of information about the vehicle for sale. They only have 1 vehicle to sell so can put everything into it.  They will think of every single benefit and feature to mention in their listing to promote their vehicle. It sounds basic, but so many dealer listings lack much of the following information that privates do so well:

·         Selling points

·         Why are they selling

·         How does the car run

·         Prior maintenance

·         Mention modifications

·         Highlight good mileage

·         Highlight special features

Private sellers also tell a story about how great the vehicle has been, how well it runs, and how well they have looked after it. This is what potential buyers want and need to know. A listing with just “Black Ute, 4 wheel drive” in the comments is not going to motivate a potential buyer to contact that yard – there are plenty better listings available at the tip of their fingers to look at.

No info – no sale

People like to use classified sites such as Trade Me because it is easy to search for exactly what they want. My friends and I tend to plug in a keyword into one of the search bars, and go from there e.g. “economical automatic Toyota”, “black Suzuki Swift” or “X5 leather interior”.  Recently I watched a friend search online for a Mazda Atenza.  He was particularly interested in a leather interior. He did a search based on price, year, transmission and KMs. The first Atenza he found was from a local dealer, but only had only 2 images (both exterior), no features and hardly any information about the vehicle, let alone any information about the interior. He grunted and clicked onto the next listing. I asked him why he didn't just contact the dealer to ask for more information about that particular vehicle - he said he couldn't be bothered when there were so many other similar vehicles with more info in his list. That dealer lost a sale and he ended up buying from private seller, who had a listing for a slightly more expensive vehicle, but it showed him everything he wanted.

Keywords Keyword Keywords

If a listing has few keywords or information about the vehicle, it won’t be picked up in some search criteria. We can’t recommend enough that the more keywords you use, the better. Keywords are searched from the top to bottom of your listing on Trade Me Motors - therefore a key word in the features list OR comments 'free flow' section will be picked up in a browser's search. All the keywords below in yellow will be picked up in search results.

Here are some interesting facts:

·         80% of searches include 1 to 3 filters

·         Almost 50% of searches include a keyword

·         49% of viewers search for a car make  

·         Around 41% of searches include a price option. 

The most popular filters used when searching Trade Me Motors are:
1. Make
2. A keyword (e.g. manual, v8, 4x4, leather interior, economical etc)
3. Body style, Price or Year

Another trick to use

Here is a trick that we know encourages people to view tour listings. Instead of just having the Model Detail, this dealer has added *REDUCED* to draw attention to the listing.

You can see for yourself how effective it is at getting attention. You get 25 characters to play with, and they all show up within the search results headline for that vehicle, e.g: ** NZ NEW **, **SPECIAL** or ** Drive Away Price **. Use this information wisely - don't say anything in the headline unless it’s true and relevant to the vehicle being advertised. 

At the end of the day, Vehicle Managements Systems are a great way to get lots of stock loaded quickly but make sure you are reading your listings that are going out, and making sure that they have enough relevant information. Jump onto your classified website and search for your own listings – are they easy to find? There is a lot of competition on the Internet, so make sure you spend a little bit of time and effort to make the best of your listings to stand out from the crowd. You might just make more sales.

The View From The Cheap Seats

When you live and breathe the internet and emerging trends each day it is easy to forget that from the outside it can seem ever-changing and confusing.  Sitting in the back row of the recent Autotalk Digital Dealer conference in Auckland and listening to the presenters and feedback from the floor, you can see why sometimes messages can appear to be a bit mixed.  However, when looking at the essence and trends presented, they were all very similar and relativity easy to understand.  Let me step through a couple as I saw them.

The internet and online selling is becoming more and more competitive and as a dealer you need to take two clear basic steps to ensure that you remain successful.

 

Step one is your overall web presence and for most of us this is centred on a company website.  As we all know a website alone means little without customers viewing its content.  To drive the public towards your website there are a number of options; two options which were discussed during the Digital Dealer were:

·         Search Engine Optimisation (SEO) - This allows any search engine like Google to view and understand the content of your website. The better search engines understand your website the more chance you have of being found by customers searching for content, or in most cases, vehicles or company details. Don’t be scared to ask your current website host about SEO and how they have optimised your site. The answer should not sound complicated.

·         Search Engine Marketing (SEM) – This is generally “paid-for” promotion of your website through the use of Google Adwords where your website is listed as an advertisement above or beside the organic/nonpaid search results. To not waste money on SEM you really need to seek expert advice or do a lot of research. The tools available are very good but can take a while to get your head around.

 

Step two is leveraging a market place like Trade Me to drive customers towards your website and ultimately in the door.  Just like the broader internet, Trade Me is highly competitive but there are a number of simple tools and features that can be used to guarantee a strong presence.  To achieve a similar result as SEM gives you on the web, products like Super Features guarantee top of search presence at a fixed priced with a large format.  As per any sales cycle, from this point you need to start closing the options down for the customer. This was presented by AutoPlay in that moving the customer back to your own more controlled website with the offer of additional information or video is advantageous.  By making this a simple link you remain far more in control of the customers experience.

 

Neither of the two steps above can be run in isolation and how you balance your spend across both is a tactical decision for your business and one it would be difficult for me to be seen as unbiased on.  In essence it comes down to calculating the best value for money and if you are an AutoBase customer ask your Account Manager for a full breakdown of your listings statistics to understand what traffic your spend is driving. Your website provider should also be able to similar information.

A Winter Focus

In the past, the change of seasons and the move into winter saw a dramatic change in shopping behaviour.  Nowadays this change is less pronounced, as potential customers are doing more and more shopping from the couch without braving the weather.  What this winter will see however is the growing trend in what has been coined as ‘the second screen’.  This trend has huge benefits for the industry and now is a good time to review if you are ready and optimised to take advantage of this to maximise those winter sales.

So what is the second screen? Over the years we have all been bored to death with TV and have generally understood that keeping up with a Shortland Street storyline only requires 1% of a person’s mental capacity.  Now most people are using the other 99% to surf the web with only one ear and eye on the TV.  In our house it’s Facebook, Pinterest and Trade Me for her and watching the daily tech news on You Tube for me.  Laptops and the widespread adoption of personal home based WIFI networks started this trend and now with cheap tablets and smartphones which require no time to boot or connect to the internet this trend has accelerated.  People also prefer using tablets (like an iPad) because booting a laptop up makes you feel like you are still at work.

Taking advantage of this captive audience should be no harder that reviewing your current online strategy and ensuring that it is sharp and focused.  The questions to ask are these: 

• Am I maximising my current spend and how is it split?
• Is my spend giving me the maximum online exposure to potential customers?

The split of this spend is very important and depends on your overall business strategy and brand value.  If you are a highly branded business with high brand awareness, you can justify a larger spend on Search Engine Marketing (SEM).  This is rather a huge topic, but at the core, if you do gain a position on the first page of a search, there still needs to be a drive for the person to click on your website link, and generally this is the power of your brand over the others listed.  For example, I could spend a fortune on Google AdWords and SEM to become listed on the first search page on Google for banks, however due to the fact that David’s Bank has no brand recognition, few people will click on my link.  SEM can be very effective if done right and the correct search terms selected but it does put you up against the big boys in the industry with generally a little more resource.

Next is the spend in open online market places like Trade Me.  These sites are highly competitive and to a point can be manipulated in a very similar way as SEM works on the wider web.  Like SEM, it is no secret that the more you pay the more you get; the main difference is that you are leveraging the value and appeal in the vehicle along the positives that purchasing from your dealership brings.  You do not need to have high brand recognition to be successful.  I am not saying that having a successful brand on places like Trade Me is not an advantage - it is, but as a second step when it is more relevant to the buyer.  As I have just got off the phone to Richard, I will use his company as an example:  I have found a list of Toyota Vitz’s I like, one is with Richard Howell Motors.  A while back I lived in Taradale and Richard is well known and respected within the local community; now at this point his brand is really starting to work its magic.  In this case also, a little more has been spent on the listings within Trade Me to also make it standout.

If you are not sick to death about hearing about the importance of mobile and mobile web sites, you will be by the end of this year.  Last year was the year of the mobile, this year is the year it really matters for business.  Not only should you have a smartphone now for handling enquiries at 10pm on a Saturday night, I hate to say it, but you have to have a mobile web site for your business.  Many articles have been written quoting mobile usage statistics, but don’t waste your time reading them - it’s here now.

Finally ensure that you do keep your online presence updated with any marketing or sales initiatives you have planned during winter and take advantage of that second screen your prospects are holding during Shortland St!