Used car supermarket and MG representatives CarShop is on the brink of relaunching its website to bring it in line with increased mobile usage just a year after winning AM’s Best Website award.
Marketing director Leo Nelson will explain the company’s journey from responsive website to a mobile first strategy at AM’s Digital Dealer conference which takes place at Whittlebury Hall Hotel, near Silverstone, Northamptonshire, on September 6.
With more than 70% of the five-site car supermarket’s website traffic coming via smartphone and tablet and more than 50% utilising smartphones alone, Nelson felt it was right to respond accordingly even though its previous web update was relatively recent.
He said: “We do expect this latest launch to set us on solid foundations for the foreseeable future. The fact is digital is a fast-moving environment and businesses have to react according to consumer demand and expectations or risk being left behind.
“By analysing our web traffic closely and the behaviour of consumers interacting with our website, it was obvious to us that a mobile first strategy was the best way forward.
“It reflects our commitment to our customers, but also our willingness to adjust when necessary in order to maintain our position in the market.
“We continually tweak the experience we offer in line with our analytics because it is vital that a website provides consumers with the information they want in a format they prefer.”
Nelson will also explore the analytics which he considers are the ones which are most important when making both strategic business decisions and on changing aspects of a particular campaign to net the best results.
“The experience we deliver online has to exceed consumers expectations across all device types. Our new mobile-first design website is very much a part of our entire omni-channel approach.
“We are seeing increasing numbers of people visiting our website from smartphones and it is up to us as a business to create a relevant experience in order to maximise conversion and drive sales.”
When Nelson takes to the stage, he expects the newly launched website to be sufficiently embedded to be able to provide a statistical analysis of its initial impact.
Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale.