How to Gain an Undeniable Advantage: Drive More Sales, Leads & Calls from Your Existing Website Traffic! (PART 20)


How to Gain an Undeniable Advantage: Drive More Sales, Leads & Calls from Your Existing Website Traffic! (PART 20)

TRANSCRIPT: Alright, let’s jump into mobile real quick and we really need to say. A mobile lead, what’s that? See, the problem with mobile is that while mobile traffic has been about 50% or more of your traffic, your dealer traffic, for more than a few years, mobile leads have been relatively nonexistent. Now, they are starting to grow. Mobile leads as a percent of total leads are starting to grow.

And it’s not because more mobile visitors it really is about a few other changes. For example, there’s some great texting applications out there that are driving more mobile leads. Also, almost all good new mobile devices have auto fill. The auto fill feature like you have on your desktop. See, you’re more likely to submit a lead if it fills in automatically on your desktop than if you have to complete it step by step. The same thing is true for your mobile device.

With limited fields only what your mobile device knows about you, name, email, phone number, that’s about all you can get in the auto fill feature for most of these devices. And another reason that the numbers are growing is that these are better low funnel calls to actions that are happening out there in better forms that are happening on your mobile site.

The calls to action like text us or call now, and then the better mobile forms out there like TradePending who gets 64% of their leads basically from mobile, or ScreenCrafters where 56% of their leads are from mobile. All of these better applications with better calls to action are getting these low funnel customers.

Now when we talk about the connected buyer and mobile I don’t want you to overthink mobile. You still have the same two goals. Attract and convert. I need to attract visitors to my mobile site and then once they get there I need to convert them. But I do want you to think about what can a mobile visitor do with their thumb? What can they scroll through very quickly? What can they get with their thumb?

Can they do vehicle research? Can they look at deals? Can they see real item advice? Can they submit a lead? And don’t think apps when we’re talking about mobile. I know some of you are way beyond apps, but I still have dealers asking today, “Hey should we get a mobile app?” Okay, maybe for service but definitely not for sales. Here’s the truth about mobile apps, and it’s important for you to understand this.

There are over two million apps available right now today on the iTunes store more than that in the android stores and yet the top 200 apps get 70% of the attention. That’s means less than one, one hundredth of 1% of the mobile apps out there gets 70% of the usage once there on your mobile device. And for the average new app that that goes into the iTunes store, after 90 days, 95% of the users quit using it.

That means even if you’re using a mobile phone app for service and you get, what, a 100 people to sign up and download the app, in 90 days only five of them are using your mobile app. Not anti-mobile app. I just want you to know the truth about it. Now when we talk about the connected buyer in mobile, you really need to have a mobile first strategy with three goals.

The goals around speed, usefulness and presence. Now presence, that’s attracting. We need to attract and we need to convert. Presence is attracting. Now that may mean good mobile SEO. That may also mean that you’re buying the right mobile ads. Whether its Facebook or Google that you got that presence. Okay. The speed and the usefulness that’s about converting. See Google tells us only 9% of users are going to stay on mobile site if doesn’t let them get information or navigate quickly.

So here’s a quick tip. Get on your mobile site be a first time visitor and make sure that there no unnecessary steps. Eliminate those unnecessary steps and you’ll get more mobile leads.