In the latest article from Google Best Practices, Google gave 4 Tips for a Frictionless Mobile Experience. Not all of their tips necessarily apply to the automotive industry, but these are 4 simple ways to make your mobile site better.
Make it Responsive
Even in 2017, there is a chance your site may not be truly responsive. In order for your site to be responsive, it must automatically adapt to every screen size: desktop, tablet, mobile, and every variation in between. Here is a quick and easy tool you can use to see if your site is responsive or just mobile-friendly.
Make it Quick
We have all visited (and left) sites that took too long to load. Find out what your load time is on both mobile and desktop with Google’s Page Insights Tool.
Make it Pop-Up Free
Pop-ups are to a website as retail employees are to a clothing store. If you are like me, you want to get in the store, get what you are looking for, and get out. Having someone approach me to let me know what the deals are can be helpful, but the more I am approached with offers the harder it makes it for me to just get in and get out. The same is true for pop-ups. I know you want to let them know about everything you have to offer, but the more things you have popping up on their screen, the harder it is for them to get to the ‘Schedule A Test Drive” form.
Make it Easy
Google titles this section Reduce buying friction, and provides ways for advertisers to make the checkout process as easy as possible. Right now this doesn’t completely apply to the auto industry, but I’m sure if you look there is friction in your buying process.
For example, how often do you check that the urls on your ads direct users to the right landing page? Are any of the links on your site broken? When was the last time you secret-shopped your own site to make sure your users aren’t running into any errors? These types of things can create friction in the buying process and make it more difficult for shoppers to get what they are looking for.