It’s not rocket science: doing the same over and over again isn’t going to improve your results, so if you’re making the same mobile mistake over and over again, it’s going to keep costing you money. But I’m here to help. I’m going to talk about a few common mobile mistakes that can cost you some serious cash.
First things first: you have to remember that your mobile site does not have the same goals as your desktop. We covered this a few weeks ago and broke down some of the details, but the most important thing to remember is that your mobile site isn’t there to convert leads. Instead, it’s a well-optimized way for potential customers to find out information about your dealership.
Poorly Designed Landing Pages
We all know that there is a certain science behind landing pages. A high-converting page requires a careful combination of well-placed elements that encourage users to hand over their info. This includes a single Call-To-Action placed above the fold, and a form that’s easy to tap. Repeat after me: no one likes typing on a phone, so make the process of filling out a form as easy as possible. Request only necessary info and keep that form short and to the point.
It’s probably the first thing a user is going to see, so why would you make it busy and difficult to use? Video backgrounds are not a good idea for a homepage. They’re confusing and distracting and could slow down your load time, especially on mobile. A rotating banner is not going to get your promo across, and it’s difficult to see on a phone, and chat functions on mobile only distracts users from their goals. Include an obvious Click-2-Call button and keep everything else simple and easy to use. Users want the path of least resistance.
Your mobile device has two main goals: to bring in calls, obviously, and to show people where you’re located. If your mobile site doesn’t have an imbedded Google map, you’re missing out on in-store visits from users who are too lazy to plug your address in somewhere else. Don’t miss out on a sale just because you didn’t include a map.
These are some of the common mobile mistakes I see dealer sites make, but that’s just the tip of the iceberg. A lot could still go wrong and cost you a lot of money, so make sure you’re on top of the latest trends and that your site puts mobile first.