3: Make every tap and swipe count

Each unnecessary tap or swipe increases the probability that the user makes an error, encounters an issue, or simply leaves your site. Minimise that risk and create a better, more direct user experience by analysing even the most mundane actions and identify ways to streamline them for your users:

♦  Use existing user information to streamline forms and processes. Consider what are the minimum fields required on your test-drive or brochure forms. Are those fields intelligent, i.e. when a user selects a phone number field, does the keyboard switch to numerals?

♦  Reduce submission errors through communication and real-time validation. This is especially important when asking for emails, for example – you can check if they haven’t used an @ symbol, and before they hit submit, ask them to correct the field.

♦  Optimise the size and sensitivity of your calls to action. If your main goal is to search for directions for your dealership or make a call, which should be the first thing they see on the site?

As almost half of the online traffic for automotive is coming from mobile devices, I would now suggest taking your mobile from your pocket and quickly assessing how easy your site is to find and how it performs against these top tips. If you don’t yet have a mobile site, make getting one a priority, as without one your dealership is effectively closed to prospects three days a week.

Invest in mobile to ensure you have your best sales executive in your prospect’s pocket.