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Autoweb Design advises on how to ‘fully grasp online buyer behaviour’

Martin Dew, AutoWeb

Autoweb Design’s head of operations Martin Dew, will advise dealers on how to fully grasp car buyer’s online behaviour at Automotive Management Live.

Autoweb Design will be hosting AM’s website and digital best practice session, exploring trends and developments in mobile-friendly digital marketing.

The seminar, taking place at Birmingham NEC on November 9, aims to “cut through all the digital jargon, explore the pros and cons of different approaches and provide some tangible advice”.

Dew (pictured) said: “People may behave differently online according to the device they are using so it is vital to understand how consumers interact with your website whether they are accessing it via mobile, desktop or tablet.

“The more knowledge you can gain about visitors to your website including the device they use and the next steps they take, the more you can tailor content and design to their preferences.

“It all comes down to accessing, analysing and acting on the data you collate.

There are tools which can help and we will talk dealers through some of these and the information they provide.”

Drawing on the experiences of some of their dealer clients, Autoweb Design will illustrate how with detailed information the digital experience can be tailored to the individual, increasing leads and ultimately sales.

“There are different schools of thought regarding how mobile and desktop websites should be addressed,” said Dew.

“One method is that dealers could operate a separate website for mobile. Another method is responsive design which has been around for a long time now and will be familiar to many car dealers.

“This is an approach whereby a single website adjusts to fit different devices. What is talked about extensively lately is the mobile-first approach whereby a site is designed specifically for smartphones but scales up to accommodate larger devices.

“Our view is to operate one website with a mobile-first strategy with the ability to expand the site’s functionality, layout, design and content when viewed on larger screens such as desktops.

“The key is to know which device website visitors are using so the user journey can be tailored accordingly, rather than just delivering the simplest version across all devices.”

The event includes an insight theatre with expert speakers who will scrutinise F&I, the new EU data regulations which come into force next year and the used car market. Leading suppliers from automotive retail will take be on hand in the exhibition hall allowing dealers to explore latest products and services.

The event is free for dealers and manufacturers. Register your attendance online.  

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