Digital Dealer - April 2018 - 45

mobile experience, web
developers are encouraged to think broadly
about user experience.
Google measures
page speed largely by
your website's "time to
first byte" (TTFB) or network and server responsiveness. The average
time it takes to load any
mobile page is 22 seconds, yet 53% of users
will abandon a page if it
takes longer than three
seconds to load! It's one
of the reasons so many
digital providers have
invested so heavily into
mobile.
Note: TTFB is the time
it takes a user's request
to hit the website's
server, where the goal
is about 200 milliseconds. It's also important
to mention that page
load is the time it takes
for the user's page to
actually load, where the
goal here is about 3-5
seconds.
Test your TTFB with
a free option, such as
ByteCheck (bytecheck.
com/), or check with
your website host for
details. If it's longer than
2-3 seconds, you risk a
significant increase in
website bounces. Start
with dynamic content
improvements and server caching to improve
your website speed and
responsiveness.
3. CONSUMERS
WANT EASY WEBSITE
NAVIGATION

Despite the conversation surrounding

mobile performance and
ease of use, automotive
continues to lag behind
other industries. Many
car dealership websites
utilize popups, overlays,
widgets, and slides. All
of these features are designed to drive consumer
conversion, yet they end
up taking away from the
website browsing experience by adding unnecessary weight to pages.
Keep it simple, silly!
Customers want to find
information as quickly

forms and click-to-call
functionality, as users are
typically searching for
more information or are
more likely to reach out
directly while browsing
inventory pages, 'about
us' pages, or while using
a digital retailing tool.
5. TIE IT ALL
TOGETHER
WITH MOBILE
TRANSACTIONS

Mobile devices aren't
just for research. Data
(businessinsider.com/
the-mobile-checkout-re-

...CUSTOMERS ARE 62% LESS LIKELY
TO PURCHASE FROM A BRAND IN THE
FUTURE IF THEY HAVE A NEGATIVE
BRAND EXPERIENCE ON MOBILE.
and easily as possible. Reduce clicks and
remove intrusive pop-ups
along with automatically
loading videos. Ensure
videos and images are
compressed and the
information is organized
logically. Take a look at
your CRM or Google Analytics data to determine
what pages customers
use the most, and then
streamline them.
4. PROVIDE
MULTIPLE AVENUES
TO GET IN TOUCH

Dealerships looking
to better integrate their
website user interface on
the backend with a CRM,
DMS, INV or CMS are not
short of options. Specialized CRM platforms
can help to incorporate

port-how-retailers-andtech-giants-are-pushingconsumers-12-2015)
suggests mobile transactions will account for almost 50% of total e-commerce sales by 2020, and
the 2016 DealerSocket
Dealership Action Report
indicates consumers
rate higher satisfaction
when auto payments are
presented on a tablet at a
dealership. It presents an
opportunity to for dealers
to integrate technology
for immediate impact.
Consider investing in
a digital retail solution,
which can help close the
loop on your mobile website efforts and optimize
your CRM for use on the
showroom floor. Not only
do mobile transactions

improve the process, they
also put control in users'
hands - boosting buyer
confidence. Digital retailing tools help dealerships
to:
„ Speed up the sales
process
„ Improve consistency of
the process
„ Increase transparency
„ Streamline financing
„ Provide a more convenient user experience
In summary, as consumers continue to rely
on mobile devices for research and transactions,
building an excellent mobile experience will only
become more important
to dealer success. From
improving search results
to streamlining the sales
and finance process for
digital retailing, considering five key areas of
mobile design and user
experience can give dealers the upper hand.
If your 2018 strategy
doesn't leave enough
resources for all five,
identify the area that will
have the most impact on
your dealership. The goal
is an improvement for
user experience, and any
one of these areas can
help drive results, which
is ultimately steering your
dealership in a better
direction.
CAVAN ROBINSON,
OEM product manager
at DealerSocket, leads
a team of specialists in
optimizing digital practices
and developing innovative
products for leading
automotive OEMs.

D I G I TA L D E A L E R . C O M

APRIL 2018

45


http://www.businessinsider.com/the-mobile-checkout-report-how-retailers-and-tech-giants-are-pushing-consumers-12-2015 http://www.businessinsider.com/the-mobile-checkout-report-how-retailers-and-tech-giants-are-pushing-consumers-12-2015 http://www.businessinsider.com/the-mobile-checkout-report-how-retailers-and-tech-giants-are-pushing-consumers-12-2015 http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - April 2018

Digital Dealer - April 2018
Contents
Six Steps to Promote People Properly
Relationship Development With People Is the Key to Your Success
NO, Dealers! You Don’t Need Work-Life Balance.
Margin Compression Takes a Bite—How Will You Bite Back?
Platinum Rule Marketing!
Digital Dealer 24 Conference & Expo Pre-Show Highlights
Ben Keating Principal Owner & Chief Visionary, Keating Auto Group
Are You a Student, a Disciple, or a Disciple-Maker?
The One Thing That Changes Everything in F&I
A Mystery Shop for a Major National OEM (Part 2)
Prioritize Mobile Experiences or Risk Losing Customers
Google Analytics How-To: Hold Your Vendors Accountable
Reach More Car Shoppers with Mobile Video on Facebook
Digital Dealer - April 2018 - CT1
Digital Dealer - April 2018 - CT2
Digital Dealer - April 2018 - Digital Dealer - April 2018
Digital Dealer - April 2018 - Cover2
Digital Dealer - April 2018 - 1
Digital Dealer - April 2018 - Contents
Digital Dealer - April 2018 - 3
Digital Dealer - April 2018 - 4
Digital Dealer - April 2018 - 5
Digital Dealer - April 2018 - Six Steps to Promote People Properly
Digital Dealer - April 2018 - 7
Digital Dealer - April 2018 - Relationship Development With People Is the Key to Your Success
Digital Dealer - April 2018 - 9
Digital Dealer - April 2018 - 10
Digital Dealer - April 2018 - 11
Digital Dealer - April 2018 - NO, Dealers! You Don’t Need Work-Life Balance.
Digital Dealer - April 2018 - 13
Digital Dealer - April 2018 - 14
Digital Dealer - April 2018 - 15
Digital Dealer - April 2018 - Margin Compression Takes a Bite—How Will You Bite Back?
Digital Dealer - April 2018 - 17
Digital Dealer - April 2018 - Platinum Rule Marketing!
Digital Dealer - April 2018 - 19
Digital Dealer - April 2018 - 20
Digital Dealer - April 2018 - 21
Digital Dealer - April 2018 - Digital Dealer 24 Conference & Expo Pre-Show Highlights
Digital Dealer - April 2018 - 23
Digital Dealer - April 2018 - 24
Digital Dealer - April 2018 - 25
Digital Dealer - April 2018 - 26
Digital Dealer - April 2018 - 27
Digital Dealer - April 2018 - Ben Keating Principal Owner & Chief Visionary, Keating Auto Group
Digital Dealer - April 2018 - 29
Digital Dealer - April 2018 - 30
Digital Dealer - April 2018 - 31
Digital Dealer - April 2018 - 32
Digital Dealer - April 2018 - 33
Digital Dealer - April 2018 - Are You a Student, a Disciple, or a Disciple-Maker?
Digital Dealer - April 2018 - 35
Digital Dealer - April 2018 - 36
Digital Dealer - April 2018 - 37
Digital Dealer - April 2018 - The One Thing That Changes Everything in F&I
Digital Dealer - April 2018 - 39
Digital Dealer - April 2018 - 40
Digital Dealer - April 2018 - 41
Digital Dealer - April 2018 - A Mystery Shop for a Major National OEM (Part 2)
Digital Dealer - April 2018 - 43
Digital Dealer - April 2018 - Prioritize Mobile Experiences or Risk Losing Customers
Digital Dealer - April 2018 - 45
Digital Dealer - April 2018 - Google Analytics How-To: Hold Your Vendors Accountable
Digital Dealer - April 2018 - 47
Digital Dealer - April 2018 - Reach More Car Shoppers with Mobile Video on Facebook
Digital Dealer - April 2018 - Cover3
Digital Dealer - April 2018 - Cover4
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