Having spent years in the print world back in the day with Auto Trader Magazines, I witnessed firsthand the transition from print to online and the affect it was having not only for advertisers, but for the automobile dealerships as well.
The most impactful transitions affecting your business these days are; desktop traffic to mobile and optimized to responsive design. In very simple terms, a responsive design website "responds" to the screen size of the device the consumer is using to view the website.
Have you ever wondered if the switch to a responsive design is worth it? If you ask Pat Leopardi, owner of Leopardi Auto Sales (a Pittsburgh used car dealer) what he thinks, you will first see a smile on his face and then hear a resounding “YES”.
Back in 2014, Pat asked me to help him revamp his marketing. Even though business was good, Pat felt there was room for improvement. His website, and, more specifically his mobile website quickly became a big focus for me. The mobile site was “optimized” for mobile traffic and on the surface did not have any glaring issues. But, after digging into the analytics I noticed two trends. Mobile was overtaking desktop traffic (no big surprise), but this traffic was bouncing at a rate close to 60%.
Pat and I sat down to look at how this bounce rate was affecting his business as well as his advertising budget. Like most dealers, Pat was spending ad dollars to drive traffic to his website. Although his efforts were driving traffic to his web address, only about 4 in 10 were interacting within the site once they arrived.
So, in January of 2015, Leopardi Auto Sales invested in the new responsive design. The results have been amazing. Since they say a picture is worth a thousand words, then a responsive design is worth a couple of hundred thousand page views. Take a look:
Analytics results: Jan 1 – Oct 4, 2014
Page views 47,746
Average visit duration 1:45
Bounce rate 58.21%
Jan 1 – Oct 4, 2015
Page views 216,136
Average visit duration 3:24
Bounce rate 9.49%
The huge increase in page views really stands out. But, take a minute to look at the other results. Visitors are spending almost 2 minutes longer, on average, when they get to the site and they are looking at almost 4 times the number of pages. And now, with only 1 in 10 leaving without any interaction, Pat’s ad dollars are working harder for his business. So, if you want to see Pat crack a smile, go ahead and ask him about his new responsive design website!
If you have any questions about other statistics not posted here, send me an email to firstname.lastname@example.org and I will send you a reply.
I wish you the best and good selling!