Optimize Website Navigation with “Click to Call” Events
In 2018, studies said that over half of all web traffic worldwide is from a mobile device. That number is expected to reach 60 percent by 2020. For automotive, this means we need to start rethinking how our customers are engaging and converting with your website. As you start to understand the engagement of your website, the “click to call” event can help you optimize website navigation for a mobile user experience.
We created our Google Analytics Events Glossary to expose data and empower dealerships to look at their data differently. One of the data points we now surface in Google Analytics is the "click to call" metric. This is not all of the phone calls on your website, but rather a subset of your mobile phone calls. You can now see the number of mobile "click to call" conversions that occurred on your site, by page.
“Contact Us” and “Hours and Directions” are pages that were thought to have less importance in a mobile world, but the data tells us the exact opposite! Customers are still visiting those pages, but they are now converting in new ways.
In the mobile-first world, your customers are visiting your lead pages and calling the dealership rather than filling out a lead. For many dealers, these non-inventory pages are as important as ever, given the high converting of phone call leads.
Want to take your data decisions to the next level? Contact your CDK account team.