Just three months after the launch of a new mobile website developed by Search Optics to connect with customers and prospects via mobile devices, Pacific Honda of San Diego experienced a 270 percent increase in mobile traffic. Additionally, the number of inbound calls to the dealership from mobile devices rose 218 percent in the same timeframe.
Search Optics, one of the nation’s leading digital marketing solutions providers, created a fully optimized mobile solution for the dealership. The solution was specifically designed for use on smartphones and tablets, where touchscreens, smaller screen sizes and often slower connectivity speeds create unique challenges for users. The site is optimized for use on the leading smartphone operating systems, including Android, iPhone and Blackberry – in addition to all tablets.
“As consumers rely increasingly on mobile devices for information during the purchasing cycle, it is important to provide a convenient way to reach us,” said Melissa Amick, internet director at Pacific Honda. “The Search Optics team developed and delivered a solution that has provided immediate results for our business.”
The new mobile site is easy to navigate, offering the same functionality as Pacific Honda’s traditional website, including the ability for consumers to search vehicle inventories and pricing, view vehicle images, schedule service appointments and receive directions to the dealership. It also offers shoppers the opportunity to send a message to the dealership and share vehicle information via social media channels. These capabilities are increasingly more important as 44 percent of shoppers search and read vehicle information via their mobile devices.
In addition to the skyrocketing popularity of mobile searches, the real-time access that smartphones provide for their users is another essential reason for dealers to invest in a customized mobile website. According to comScore MobiLens, 47 percent of smartphone owners use their devices to compare prices while shopping on a dealer lot. In addition, 88 percent of those searching local dealerships on a smartphone take action within one day, either calling or visiting the dealership.
“We worked very closely with the Pacific Honda team to understand their goals for the mobile site and developed a customized solution that generated immediate results,” said Christian Fuller, executive vice president and co-founder of Search Optics. “Results-driven solutions are an important component of our business with customers, and successful programs like the mobile site we implemented for Pacific Honda are evidence of that.”
Search Optics also developed and optimized digital marketing campaigns for Pacific Honda that drove more conversions. The ads are similar to those used to promote the dealership’s traditional website, yet optimized to appeal to mobile device users, and provide distinct targeting and calls to action for in-market shoppers. Search Optics and Pacific Honda worked closely to adjust the campaigns to drive more conversions.
“Mobile users are at a different place in the purchase cycle than traditional site visitors,” said Amick. “Our ads reflect that now, and appeal to consumers using their mobile devices as they travel from one dealership to another while they near a decision on their next vehicle.”
While triple digit increases in call volume and site traffic are impressive, Amick believes this is only the beginning.
“The results we’ve seen with the Search Optics solution so far are exciting, but we’re expecting conversions to continue increasing as more consumers begin relying on smartphones and tablets and mobile access becomes more affordable,” said Amick.
About Search Optics
Search Optics is a digital marketing company that specializes in custom, integrated solutions with an emphasis on face-to-face client interaction. The company uses an uncommon blend of progressive technology and human interaction to turn virtual traffic into measureable results. Search Optics, which was founded in 1998, has corporate offices in San Diego, Detroit and Toronto, and field locations in major markets throughout the U.S. and Canada. For more information, please visit www.searchoptics.com.