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Where’d My Car Buyers Go?

How Mobile Shoppers Make Purchase Decisions.Presented by:

WELCOME

Jim Treece

News Editor

Automotive News

NAVIGATION TIPS

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4

How mobile shoppers make purchase decisions.

Presenter: Jason Jewert

Where’d My Buyers Go?

5

Mobile is fueling modern shopper

expectations. Millennials are

leading the way.

6

77% of Americans Have a Smartphone

Sources: Mary Meeker Internet Trends Report and Pew Research, January, 2017

Sm

art

ph

one

Su

bscrip

tio

n P

en

etr

ation (

%)

7

87% of U.S. Millennials Say Their Smartphone

Never Leaves Their Side

Source: Mary Meeker Internet Trends Report, May 27, 2015

8

First Generation of

Digital Natives –

Millennials are Trend

Setters. They Influence

ALL Consumers.

9

Millennials Want Convenience and Flexibility

They want to be able to make

purchases, use social media,

chat with friends, do online

research and pay for products

– on their mobile devices.

Source: Forbes 2017: How Millennials are changing retail patterns

10

Buying a Car Should Be as Easy as Buying a Coffee

71% of car buyers use

mobile during the

purchase process*

*Source: Facebook: Under the Hood: Mobile-First Auto Consumers – January, 2016

**Source: Google/TNS Global Auto Shopper Study, 2015

***Source: Google Drive to Decide, 2016

50% of car buyers would

consider an online purchase,

either now or in the future***

40% of the time consumers

spend shopping for a car is now

conducted on a mobile device**

Mobile devices change purchase behavior and drive

consumers to expect convenience.

11

Mobile is Fueling Faster Purchase Decisions

Amount of time needed to collect information,

from start to final purchase

within 2 months within 3 months more than 3 months

Source: Google Drive to Decide, 2016

12

How are you finding

mobile car buyers?

13

Search is Where Most Research Begins

Online research starts with:

***Source: Google, February, 2017

Search engines

Dealer websites

Manufacturer websites

Vehicle review sites

Comparison websites

Source: Google Drive to Decide, 2016 70% of all automotive queries on Google

come from a mobile device.***

32%

14%

14%

14%

7%

14

What Makes Paid Search More Effective?

Think mobile first

Source: Google Trends and Best Practices 2017

o Keep your Google My Business info up to date

o Stay on top of your reviews

o Connect your Google My Business and

AdWords accounts

o Enable click to call, text and chat

o Include offers in ad copy

o Use expanded text ads

o Use site links

15

Reach More Mobile Buyers with Facebook and Instagram

20%of their mobile minutes

on Facebook &

Instagram.

Source: ComScore Key Measures

and Mobile Metrix US

Every day,

people spend

16Source: Fluent, Marketing to Millennials, 2016

Facebook is the Top Social Network For All Generations

17

Facebook and Instagram Engage More Millennials

More than any other social media network – by far!

Digital Audience Penetration of Leading Social Networks – Age 18-34

Source: KPCB Internet Trends, 2016

% Reach Among 18-34

18

Streaming Video is the New TV

Over half of online video is consumed on mobile devices

Sources: The Media Briefing 2016 & eMarketer 2016

19

Car Buyers Watch Streaming Video

97% take action after watching a video

watched videos Researched more online

Searched a dealership’s inventory

Visited a dealership

40%

42%

46%

Actions taken after watching video

20

Maximize Your Mobile Advertising Effectiveness

Of advertisers plan to

scale back or eliminate

TV spend.

Source: Borrell Research April 30, 2016

o Think mobile first with paid search

o Reach mobile buyers on Facebook

and Instagram

o Advertise in apps

o Shift ad budget from TV to streaming video

o Optimize across channels in real time to

drive results

o Bid more for “likely buyers”

21

You invest a lot in

advertising. How do

you drive conversion

when shoppers land

on your website?

22

Consumers Use Mobile to Find Dealer Information

of users conducted

a dealer-related

action

Source: Google Top Automotive Trends 2016

Viewed current offers

Compared features

Located a dealership

Viewed images

Searched dealer inventory

Looked for promotions/coupons

Called a dealership

Requested a quote

Contacted dealer other than calling

Read dealer reviews/ratings

39%

37%

35%

33%

32%

32%

32%

28%

28%

28%

23

More Consumers Rely Exclusively on Mobile

Future trends indicate shopping on multiple devices will continue to grow, while

desktop/laptop only users will continue to decline

0

5

10

15

20

25

30

35

40

45

2015 2016 2017 2018 2019 2020

Mobile Only

Desktop/Laptop Only

Source: eMarketer, Aug 2016: Internet Users by device, in millions

81%Dual desktop/laptop and

mobile internet users

24

How is Google Responding?

To make our results more useful, we’ve begun experiments to make our

index mobile-first. Although our search index will continue to be a single

index of websites and apps, our algorithms will eventually primarily use the

mobile version of a site’s content to rank pages from that site, to

understand structured data, and to show snippets from those pages in our

results. Of course, while our index will be built from mobile documents,

we’re going to continue to build a great search experience for all users,

whether they come from mobile or desktop devices.

Source: Google Webmaster Central Blog, 11/4/2016

25

Are You Set Up For Success?

Source: Google Developer Guidelines

o Design with a mobile first strategy

o Utilize responsive design that changes

based on the size and capabilities of the

user’s device

o Ensure the content on your site is the

same regardless of device type

o Don't make users pinch-to-zoom to see

content and images

o Ensure site search results are relevant

o Keep calls to action front and center

26

Inventory and SEO

SEO schema is important for inventory engagement on search engines

o Google’s goal is to present a unique search result view to each person

searching

o Customizing the page title and description search result based on the

keywords used is the search

o To process information quickly, Google has said that websites should

present information in “structured data with schema”.

o Make sure your provider is using structured data schema markup to ensure

relevant SEO results for model specific searches

27

Inventory and SEO

Organic

Organic

Third Party

o Search on a mobile

device for 2017 Lexus

CT 200h Woodland

Hills CA

o Results return model

specific results on

page 1

o Ahead of listings from

3rd parties

o Results link to a

dealer VDP

28

Enable Decision Making on Mobile

o Real photos with more interior shots

o Unbiased news and reviews

o Clear, honest pricing from ethical

dealerships

o Opportunity: Only 58% of mobile websites

analyzed included actual photos

Source:Jumpstart/Ipsos Car Buyer Research, June, 2016 /:

Research found that consumers are looking for authenticity and “realness”

29

Website Content Changes

Make edits with mobile in mind

This example shows an editor with the ability to toggle between desktop and mobile.

o Google looks for content based on

mobile device to determine

indexing and ranking

o Responsive solution to allow

building Mobile First pages

o Utilize tools that allow you to view

changes to your website in both

mobile and desktop views

o Easily visualize the mobile

experience

30

Ensure Your Website Includes

o Responsive design that allows for the same content across all device types

o Google-friendly, mobile first dynamic content structure

o Design that provides a great experience for mobile users and makes it easy

for them to complete their desired tasks

o Appropriate font size and scaling, no pinch and zoom

o Ability to design pages with a mobile view

31

Moving Customers through

the Sales Process Online

32

17 out of

4,002prefer the current car

buying process, as is.

33

34

35

Change in Automotive Retail Is Driven by Technology

The impact Amazon vehicles could have in digital

auto retail (Oct. 2016)

“Those guys have been doing e-commerce … and this is one of their

first steps into automotive. I would definitely say the door is open

for them to move into more transactional offerings outside

of just the reviews.”

Amazon will let Italians buy Fiat cars with a click

(Nov. 2016)

“Amazon is partnering with Fiat to let Italian motorists buy the

500, 500L and Panda on the web at discounts up to 33 percent

greater than seen at retail.”

Another batch of Silicon Valley startups takes on

car retailing (March 2016)

“Silicon Valley has come back to the dream of e-commerce for cars

with a vengeance. According to CrunchBase, a website that tracks

startup funding, four online marketplaces for used cars – Carvana,

Shift and Vroom – have raised $530 million

since 2013.”

36

Automotive Retail is Not Immune to These Changes

Consumer expectations are changing

faster than anyone thought…

Transportation is not only rooted in

“owning” a car anymore

Experiences trump ownership with

Millennial generation

37

38

4 Millioncars and trucks

purchased by

Millennials in 2015.

Source: JD Power, Power Information Network

39

86%will choose a

dealership with Buy

Online features over

one without them.

40

41

21%of Americans would

purchase a car

completely online.

42

What You Can Learn From Amazon

43

eCommerce Pilot Performance

Engagement is building and dealers are making money!

Ecommerce monthly

visitors since August (with relatively flat website

traffic)

5x

Of VDP views from

ecommerce shopperseven though they account

for 9.5% of shoppers total.

28%

Inventory searches

per ecommerce

Shopper in January All shoppers did 2.12

5.2

Times ecommerce

users visit dealer site All shoppers visited 1.05

times.

2.05Avg. time in

ecommerce tools Versus 3:57 spend on

websites.

7:23

*Based on pilot

Higher Gross per leadat ecommerce pilot dealers.

Compared to other internet

leads

82%

44

No Matter What You Do, Remember This:

o Millennials are influencing consumer shopping behavior

o Mobile First: Just like Google, tailor the experience to how customers are

shopping

o Evaluate e-commerce options. Just like Amazon. Do you have the tools

available on your website to help customers make a purchase?

o What’s different now? Consumers still want to come to see you, but what

will happen 5 years from now?

45

Thank you.

THANK YOU

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