Stats That Will Make You Rethink Your Dealership’s Website
In order for your dealership’s website to generate traffic that leads to sales, you have to treat it as a living organism. Fresh content gives visitors reasons to keep coming back. But internet marketing research clearly shows that user experience is just as important in determining how well your dealership’s website attracts and engages customers. Creating a great experience takes dedication and continuous improvement.
Consider these eye-opening facts:
- $1.1 trillion of all retail sales in 2011 were “web-influenced.”
- 86.6% ofU.S.small and medium-size businesses cite websites as their most important digital marketing tactic.
- Over 80% of marketers consider increasing overall conversion a dominant priority for their website optimization programs.
Responsive design improves user experience.
- 78% of companies say they are extremely or quite committed to delivering the best online user experience.
- 69% of North American marketers say dynamic, personalized content is important for their website.
- But just 22% of marketers say they’re ahead of the curve when it comes to responsive design. 29% say they provide an “average” experience, 23% say they’re behind the times, and 4% describe themselves as hopeless.
How would you rate your dealership’s website?
40% of people will abandon a web page if it takes more than three seconds to load. That bounce rate can hit 100% if the wait is longer than four seconds. Why? Set a stopwatch and just stare at your computer screen for five seconds. Seems like forever, doesn’t it?
Mobile-friendly means customer-friendly.
Mobile devices are becoming the most-used search tools. Does your dealership’s website accommodate them?
- 46% of mobile users say they’ve had trouble interacting with a web page, and 44% complain that navigation was difficult.
- 48% of users say if they arrive on a business site that doesn’t work well on mobile, they take it as an indication the business just doesn’t care.
- 62% of companies that designed a website specifically for mobile saw increased sales.
How do you know your user experience is good?
70% of marketers claim they’re using website optimization lessons to improve offline campaigns and other marketing communications. But while 78% of marketers reported using website optimization results to drive broader marketing campaigns, only 47% said their web design or product development actually changed as a result of optimization lessons.
A study of Fortune 500 websites showed that 63% have content above the fold, 50% feature a scrolling content window of some kind, 63% use high quality images that connect with their users. All good things. But their average loading time is 6.5 seconds. Uh oh. Not such a good user experience after all.
Only 55% of companies currently conduct actual online user experience testing. What a waste. Asking people directly about their experience not only takes the guess work out of improving your dealership’s website, it’s a superb way to interact with prospects and customers – exactly the type of engagement that builds credibility and trust.
In one survey, 95% of respondents agreed that “good user experience just makes sense.” So why are these other stats so low? Obviously too many marketers are confusing lip service with customer service, and by now we all know that’s a deadly “sales” technique.
Especially with online marketing, it’s not what you say about yourself that matters, it’s what you do. Quality content and an appealing, easy-to-navigate website with clear calls to action guarantee a superior user experience that will keep your visitors coming back for more. And by the way, 90% of people visit a series of pages, not just one, which is why it’s so important to review and optimize every page on your website and all your calls to action.