Auto brands particularly need to focus on mobile, which has become a critical space for growth as connected car functionalities gain popularity. However, many manufacturers in L2’s Digital IQ Index: Auto 2017 lag in apps and site optimization.
This is not for lack of trying. Brands in the study support a total of 315 iOS apps, which comes out to more than seven apps per brand. However, more than 85% of those apps suffer from limited – or zero – visibility, via either search or direct download from featured lists.
The same holds true for mobile sites. On desktop devices, most brands include all six of the most commonly available shopping tools within their primary navigation schema (Current Offers, Search Inventory, Financing Options, Test Drive, Trade-In Estimate, and Get a Quote). However, only 19% optimize the visibility of these tools for mobile users, either by making them immediately visible when the page loads or requiring a single click or scroll to reveal them.
A large portion of that 19% are brands under General Motors or Tata Motors, the only two portfolios that consistently prioritize this emerging best practice. Given that hidden navigation elements even one click away are less discoverable than partially visible content just a scroll away, brands are missing out on a valuable opportunity.