YOUR 2015 WEBSITE - Automotive News · YOUR 2015 WEBSITE: ... Mobile sites and subdomains are becoming extinct for a number of reasons, the biggest being cost. ... companies offer

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YOUR 2015 WEBSITE: WHY GOING RESPONSIVE IS A MUST


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THE FRUSTRATING HISTORY OF MOBILE SITES

Less than fi ve years ago, as smartphones and tablets became

a cultural norm and millions of users headed online via those

devices, companies began to realize their websites weren’t ready

for the mobile move. Sites loaded slowly, or even worse, weren’t

functional at all on certain devices.

As a quick-fi x for the problem, the mobile subdomain (or m.site)

was born. While these m.sites gave companies some mobile

digital presence, consumers became frustrated by what were

often watered down versions of full sites with limited functionality.

THE END OF THE M. SITE

Mobile sites and subdomains are becoming extinct for a number of reasons, the biggest being cost. Having a mobile

site that is separate from your website necessitates managing two distinct URLs, essentially doubling your expenses. Plus,

duplicating work means you pay to do everything twice, once for the full site and once for the m. site. Your workload and

costs will continue to multiply as more devices and

URLs are introduced. You could end up paying for

an m. site, a tv. site and on and on.

From a marketing standpoint, mobile sites and

subdomains are out of favor because they go

against your SEO strategy. Both Google and Bing

endorse having all your web content in one URL.

Perhaps the most critical issue facing m. sites is

the risk to your relationship with your potential

customers. Four out of fi ve consumers use

smartphones to shop. If your mobile site is


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a poorly managed afterthought of your full site, you are sending the

message that you don’t care about the customer experience of 80% of

the buying public. That poor experience will certainly cost you money.

Over one-third of people will stop using a mobile site that is diffi cult

to operate, choosing another company’s user-friendly site instead[1].

These people being driven away are potential new customers, potential

revenue lost. But what about your existing customers? They expect more

from you. These buyers have been to your full site and expect the same

experience on their phone or tablet.

Forty-two percent of shoppers say they fi nd it frustrating when mobile

sites don’t offer the same functionality as full desktop sites. Not

providing the same level of service across all platforms threatens the

brand loyalty you’ve worked so hard to achieve. Ninety-percent of people move between devices to accomplish a goal.

When consumers receive an inconsistent digital message across those devices, they fail to gain familiarity or establish a

lasting connection with your brand.

WHAT RESPONSIVE WEB DESIGN IS AND WHY IT IS THE SOLUTION TO THE PROBLEM

A responsive website is one that provides an optimal viewing experience based on the user’s current device, adapting to the

layout for easy navigation. From desktop to smartphone to tablet, responsive web designs make your site look its absolute

best across all platforms.


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97%

Ages

(18-29)

GEN

Y

91%

GEN

X

Ages

(30-43)

81%

YOUN

G B

OO

MER

S

Ages

(44-53)

69%

SEN

IORS

Ages

(54+)

SMARTPHONE

RESEARCHWHILE

IN STORE

HOW IMPORTANT IS MOBILE TO YOUR BOTTOM LINE?

The mobile device landscape has evolved rapidly, and research tells us that

this trend will not slow down anytime soon. According to recent reports, fi ve

billion people will use mobile phones by 2017[2]. That’s almost 71% of the

world’s population.

While that statistic alone may not solidify the need for a responsive site,

additional research continues to communicate the shift in consumer habits.

For example, smartphones and tablets now account for 60% of all online

traffi c[3], and as the usage of these devices continues to grow, so will their

percentage of online traffi c.

When considering the relevance of mobile device users and their shopping

habits, you need to consider the demographics utilizing these devices and

the extent of their usage. In fact, 80% of smartphone owners use their device

to shop[4]. On top of

that, smartphone usage

spreads across all ages,

increasing from bracket to

bracket. Sixty-nine percent

of Baby Boomers use their

phone to shop while in

a store[5]. Following that,

smartphone users ranging

from age 44 to 53 rise

to 81%, while ages 30 to

43 rank at 91% and Gen

Y’ers jump to 97%.

Tablets and Smartphones are Vital For Sales

Easy To Use?

Responsive Site?

Mobile Friendly?

of businesses who offer a good mobile experience[8].

of consumers have a better opinion

of all vehicle buyers begin their search on a smartphone or tablet[6].The amount the average customer will visit your site on mobile before

they make a purchase[7].


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98% of consumers now move between

multiple devices within the same day

87% of consumers use multiple screens

simultaneously

Social media caused 41% of would-be car buyers to consider a

different car

65% Starton a

smartphone

61% Continueon a

PC/Laptop

5% Continueon a

tablet

11% Starton a

tablet

10%Continueon a

PC/Laptop

25% Starton a

PC/Laptop

19% Continueon a

smartphone

5% Continueon a

tablet

is all your website has to grab the attention of your consumers

seconds5

will be spent consuming media on a mobile device this year

23of time

%

THE PATH TO PURCHASE

of auto shoppers use digital content in their path to purchase.84%


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WHAT TO LOOK FOR IN A RESPONSIVE WEB DESIGN COMPANY?

You need a responsive site that is robust, SEO rich, custom sites that use the best practices for high search rankings.

Beware of cookie-cutter templates. We’ll give you a unique site with customized, specifi c SEO for one price. You want and

need a unique site with customized, specifi c SEO for one price. Some companies provide only generic templates, then

upcharge you for customization.

It’s crucial that your site is responsive and reliable. Look for a company

with a proven history of uptime. You want to guarantee that whenever a

customer views your site, they’ll get an experience that looks great and is

fully functional.

In business, time truly is money. Make sure the company you choose for

your responsive web design provides quick turnaround. Good companies

can have new sites up in weeks, but some take much longer, leaving you

waiting for months.

A great looking site is only effective if it looks fresh and the information is

up to date. When choosing your responsive web design company, inquire

about the speed of their changes. Top providers get most changes made

within hours; some companies take days, which slows down your business

and compromises the validity of the information on your site.

phone

tablet

pc


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Beware of companies that will design a site for one price but

charge you repeatedly for maintaining or updating the site. Make

sure you fully understand what is included in the agreement.

Discuss your long-term plans and goals before signing your

contract. It’s understandable that you’re excited to get your new

responsive site rolled out to your customers, and you may not be

thinking about what’s going to happen a year or two down the

road. Don’t let that excitement cost you money, though. While some

companies offer an annual redesign as part of their service, others

charge extra, often requiring you to pay $500 or more on top of

your contract price.

REDESIGN


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YOUR NEW SITE WILL MAKE YOU MONEY!

A responsive site is a necessity in today’s marketplace. A great-looking, content-rich site optimizes consumers’ interaction

with your brand, so they don’t stray to your competition.

Leads are fi ne, but business success depends on converting those leads into sales. Responsive sites do that. Across the country,

in all industries, responsive sites have been shown to dramatically increase conversion rates, adding to your bottom line.

[1] econsultancy.com, April 12, 2013[2] Forbes, November 8, 2013[3] smallbiztrends.com, July 8, 2014

[4] techcrunch.com, September 19, 2012[5] mobilecommercedaily.com, April 16, 2014[6] pathtopurchase.com, May 27, 2014

[7] pathtopurchase.com, May 27, 2014[8] Latitude, Next Gen Retail Study, December 2012[9] econsultancy.com, August 6, 2013

Sources


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To learn more about DOM360, contact us today at864-248-0886 or visit us online at DOM360.com

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YOUR 2015 WEBSITE - Automotive News · YOUR 2015 WEBSITE: ... Mobile sites and subdomains are becoming extinct for a number of reasons, the biggest being cost. ... companies offer