Dealers know that customers are relying more and more on mobile devices to conduct research, comparison shop, and navigate the auto mile. But if that's the case, why aren't more dealers spending time to optimize their mobile landing pages? Some of our clients have made a concerted effort to turn their mobile pages into conversion machines. We tracked the "before" and "after" results in our dealership intelligence platform, the Dealer Positioning System, and used the findings to put together some suggestions for the ultimate mobile landing page.
We've summarized our findings below and provided some examples of each of the recommended elements done right, contrasted with a version that has room for improvement.
1. Advertise a Specific Offer at the Top of the Page.
Too often, dealers rely on a generic image or header to generate interest. Don't just tell buyers about your upcoming Labor Day Sale -- mention financing terms or special incentives that will help them get a full picture of what you're offering. Doing so can boost click-to-call conversion rates by up to 91%.