Responsive VS Adaptive Web Design in the Automotive Industry

Automotive Responsive Website

The automotive industry has seen many technological advances in the past few years. Technologies such as in-car WIFI, rear-mounted radar, night vision detection, and automatic high beam control were all established because someone in the industry understood that these technologies would be beneficial, if not necessary when building a new line of vehicles. Vehicles are built and marketed much differently today than they were a few years ago because the industry has created new and inventive ways to do so. Responsive web design was introduced for many of the same reasons.

responsive automotive websites

At Drive Digital Group, we build responsive automotive websites that convert and increase leads for automotive dealers. Many dealers have seen their leads increase by 150% and have greatly benefited from Drive Digital Group’s approach to acquiring leads and converting them to buyers. We know how important every lead is to a dealership and it’s astonishing to think of how many potential new sales dealerships are losing because they are not using a responsive platform.

A responsive websites content flows with the width of the browser window, whereas an adaptive design breaks and jumps from one fixed resolution size to the next:

automotive responsive website

Responsive web design has become the industry standard for developing websites that look good and function well on many different screen sizes. No one can predict what a user’s screen resolution will be because new devices and new screen resolutions are continuously released. The web development industry has established best practices to ensure the best possible website user experience on all screen sizes, and they can be categorized as either responsive or adaptive layouts. Here at Drive Digital Group, we develop responsive websites that convert more traffic than other template sites from our competitors because a template site or a site that uses both a desktop and mobile version of their site have to maintain two different websites and two different sets of inventory.

automotive responsive website

The advantages of implementing a responsive design are huge:

  • Consistency throughout the different platforms, creating easier navigation and a better user experience
  • Dramatic reduction in development time and costs by only having to create and maintain one URL as opposed to several
  • Improved SEO by streamlining all pageviews through one URL
  • More effective social sharing

Adaptive layouts are built to look good on a minimum number of set screen resolutions and are usually comprised of desktop, tablet, and smartphone. What if a user’s device resolution falls in between one of these devices? The best part about responsive design is that your website looks good on any device and the user is able to view the same content and have the same experience on a small screen as they would on a larger screen. Adaptive web design is a design approach of the past and no longer works effectively in today’s multi device and multi-platform environment. Responsive design is the best approach to converting leads and providing the best user experience for your customers.


The New Importance of Mobile Responsive Design

Automotive Responsive Website

Recently Google released a tag on their mobile search results pages that identifies mobile sites that are NOT mobile friendly. Last week Google has taken the next step and begun assigning mobile friendly tags to search results that pass Google’s mobile friendly testing criteria. We are going to walk you through exactly what this new change means for your dealership and how to fully prepare to take full advantage of these new features! The data has been showing for years that mobile would soon surpass desktop searches. Our data shows that that time is already here! Mobile searches account for nearly 60% of the traffic we see our on automotive websites. Search Engines must now pivot to make mobile readiness and usability a much larger part of their entire search platform to compensate for this new reality. automotive responsive website For more background we welcome you to read Google’s blog post about helping users find mobile friendly web pages. Once you read this article and see that Google is adding mobile identifiers to their ranking algorithm as well as tagging results on search results pages with identifying tags, you will want to make sure you look at your car dealership website in great detail to ensure that you are meeting the new mobile standards. automotive responsive website

Is Your Website Mobile Ready To The New Standards?

The first thing you want to do is test your website in Google’s new handy mobile friendly testing tool. This tool will help you see how Google views your website’s mobile readiness and even give you some tips on issues the site may have for mobile viewers. Here are some of the most commonly found problems with mobile design:
  • Not responsive or Adaptive. If you are still using a separate mobile website, you may find that Google will identify your mobile version as acceptable, but not your desktop version. This is the problem with having a separate website and also is why Google penalizes sites that used this outdated method of redirecting users to a completely different version of your website. STOP using a separate mobile site immediately and convert to an automotive mobile responsive design or at minimum an adaptive design.
  • Using technology that is not friendly on mobile devices such as Flash.
  • Putting links/buttons so close together on your mobile design that it would be difficult for users to easily click links.
  • Sizing the content in such a way so that users don’t have to scroll horizontally or vertically to view all the content.
  • Making sure the text size is large enough to read on a mobile device without using zoom.
Once we have verified that these basics are covered, we like to take a look at the Google webmaster mobile usability report on your website. This will help us catch any other potential problems that may arise such as scripts that are not working on mobile or taking too long to load.

What Are The Benefits Of An Outstanding Mobile Design?

automotive digital marketingSo many people still don’t understand the benefits of having a state of the art mobile design that is meeting the latest guidelines from Google and other search engines. Lets take a look at why it’s so important to ensure your ready to handle mobile buyers on your dealer website. 1. A mobile friendly tag will give you a higher click through percentage from organic searches. Free traffic anyone? Just get yourself a new mobile friendly tag and you will get it! 2. Mobile friendly tag gives your website a boost in organic search. Mobile usability is a ranking algorithm so you had better be taking full advantage of it! 3. Lower bounce rate, more page views per visit, and higher time on site. If more than half of your traffic is mobile, then you need to make sure you display your vehicles and content in a way that they can easily navigate on their mobile device. This will improve your site analytics which is another ranking factor that Google looks at in their algorithm. 4. Better conversions. With a proper mobile design, you will be able to turn more of your visitors into leads through better mobile conversions like click to call and quick forms. 5. You’re just cooler than your competitors. Who doesn’t want to be cool?

How Confident Are You That Your Dealership Is Ready For The Mobile Revolution?

Drive Digital Group has been using responsive mobile design for over a year and  half now. One of the benefits of having such a talented staff, is that we are always staying ahead of the curve on digital issues such as these. Combine your automotive mobile responsive website with fully marked up semantic tags using the initiative and you will be one of the few dealers from around the world that are ahead of the curve with us. We welcome the opportunity to offer your dealership a free full digital analysis of your website and your digital strategy. Lets one of our experts give you a playbook for digital success free of charge. We just need 15 to 20 minutes of your time to walk you through all of the holes in your current digital strategy. You will walk away with a clear path to how to bring your dealership into the latest digital strategies for 2015 and beyond!