The Need for Speed – Why Your Dealer Website Must be Fast

Your dealer website’s speed is critical if you don’t want to frustrate your shoppers and lose money…

The speed of your dealer website can have a huge impact on its profitability. A fast load time is important for desktops, but even more so for mobile sites. Fifty-three percent of mobile internet users immediately vacate web pages when load times exceed three seconds, according to Google’s DoubleClick division. Think about it. Half your visitors… poof. Gone!  

Why It Matters

Many potential customers will shop for cars elsewhere if you have a slow website. This behavior doesn’t merely reduce web traffic; lost sales opportunities could really affect your bottom line.

For example, users report that most automotive websites produce around 20 leads per 1,000 hits. If your site takes four seconds to load and you lose 53 percent of visitors, the same traffic only yields about nine or 10 prospects. That’s lost money to you.

The Effect on Sales

Lead conversion rates vary; they often range from 10 to 25 percent, according to AutoNews. If one-fifth of your leads turn into sales, a fast website might sell 30 more cars to every 15,000 visitors. Kelley Blue Book reports that drivers pay $37,577 for the average new auto. 30 x $27,577… you do the math.

Want an example? Google reports that parts and accessory retailer AutoAnything achieved greater success when it cut load times. The company’s sales increased by about one-eighth. Would you like to increase your sales by one-eight?

Search Visibility

If your pages take a long time to load, potential buyers might not even find them. Google automatically prioritizes faster websites in its search results. It also rewards them by indexing new pages more frequently. To measure your site’s performance and see how Google evaluates it, use the search engine’s PageSpeed Insights tool.

Mobile vs. Desktop

Smartphone, tablet, desktop and notebook users all care about load times. However, Lifewire reports that mobile devices often connect to the internet at significantly lower speeds. Users tend to notice a bigger difference in large cities. This disparity makes it even more crucial to optimize the performance of a dealership’s mobile website.

Numerous Americans still prefer to shop for cars on home computers, but portable internet devices continue to gain popularity. Fifty-six percent of drivers use mobile electronics to find automotive information, according to J.D. Power. Furthermore, many motorists turn to smartphones as they visit car lots and test-drive vehicles.

Get a Competitive Edge

Although we’ve offered compelling reasons why you must develop a fast mobile site, the truth is that most dealers are unlikely to do anything if general trends are any indication. According to Entrepreneur Magazine, a survey showed that 79% of small business owners don’t intend to reduce website load times. Are you one of those people?

The bottom line is that you’ll benefit from happier visitors, more search traffic, more sales and lower costs if you fully optimize your mobile site. SurgeMetrix can help you achieve these goals. Unlike many of our competitors, we’ll ensure that your responsive website performs well on PageSpeed Insights and loads rapidly on a variety of devices. Call us at 954.507.6454 or send us a message. We want you to succeed.

The Birth of SurgeMetrix – Big Journeys Begin with Small Steps

SurgeMetrix may be new, but it’s team has many years of experience helping car dealers succeed online…

A New Beginning… of Sorts

I view starting a company as similar to childbirth. While some might argue (like my wife) that childbirth is a risky metaphor for starting a company, I see it differently. Childbirth, and the steps towards family building that follow, take passion, commitment, hard work, pain, and a whole lot of love.  Doesn’t building a company require similar things?

I have two children and I have had three companies: one non-profit, a for profit I sold 14 years ago, and now this new company called SurgeMetrix.

Although SurgeMetrix opened its digital doors on March 1st of this year, its story has deep roots in the automotive digital space via its ancestor, XIGroup.

Looking Back

I owned and ran XIGroup from 2000-2005. The company provided digital apps for auto dealers, from a CMS and a coupons tool to internet lead and inventory management. We had customers from all over the US, but had an especially strong base on the East Coast. The company was known for its reliable products and excellent customer support.

XI was sold to Dominion Dealer Solutions (DDS) in 2005. Many years passed with me consulting and then being hired by DDS in late 2011 to unify their software teams around shared best practices and standards.

I succeeded in my work and by 2017 my teams ran well and the software was extremely stable. I was done. I had created a well-oiled machine and asked to leave in early 2018 to try something new.

By the summer of 2018, I had incorporated a new software company and was working hard to “baby step” it towards success.  I thought I had left my old work behind, but was surprised when in the late summer of 2018 a DDS VP approached me to see if I would be interested in acquiring Dominion Web.

A Smart Choice… Or Is It?

When Dominion approached me, I thought seriously about whether to buy their Web offering. With XIGroup, websites were a new concept. Dealers were focused on their newspaper and radio ads, not sites.

Flash forward to today and websites are a common part of doing business for auto dealers. There are tons of website providers and most OEMs have established rigid rules for how sites should work, what they should show, and who gets to build them.

I had to think about whether it was smart for me to enter the fray. On the negative side, Dominion Web was not a big player and had no OEM relationships.  But on the positive, their web platform consistently performed well above average for lead generation. Did the pros outweigh the cons?

I did my homework and I concluded the following:

  1. Many dealer websites perform poorly from Google’s perspective. Their mobile versions are often slow to load and thus cost dealers money because of high bounce rates.
  2. Too many dealer websites are overloaded with distractions and shiny objects that run contrary to lead generation best practices.
  3. Most franchise websites talk about what the OEM wants, but minimize the local brand. Back in the day, when I ran XIGroup in Baltimore, if I wanted a Toyota, I thought “Jerry’s Toyota” (my apologies to the other Baltimore Toyota dealers). But now, it seems that the dealer’s brand is being consumed by the OEM’s. I don’t think that’s right.  They are both important.
  4. Dominion Web was a software platform on which I could build a new offering. It was a risk, but it had a good bloodline.
  5. I missed working with dealers. I enjoyed our successes when dealers were doing well and I loved when my team solved their problems when they were not.

The Decision

So, after a lot of research, I bought Dominion Web and decided to:

  1. Hand pick a small team to be hyper-focused on one goal: helping dealers sell online
  2. Improve site speed, especially for mobile, as step one
  3. Work with our customers to solve their problems free of charge whenever possible
  4. Redesign our platform so that it was much faster, simpler, and easier to use
  5. Target dealers who recognize the value of fast and easy to use web sites
  6. Work with my team to develop new laser-focused apps that were very easy to use, help fill the service bay, and keep training time low and manageable

Where are we now? The company is three-and-a-half months old. Over that time, we’ve solved a ton of customer issues, improved our platform, and our first new app has been prototyped, run by a range of dealers with glowing reviews, and is expected out in July.

Crawl, Walk, Run

We started with a crawl, got walking, and are now running hard. In short, we’re rapidly improving this SurgeMetrix every day. We still have a lot of work to do, but know these three things:

  1. If you want a company that will be deeply dedicated to your dealership’s success, we’re it. We get that the OEM is important, but your dealer brand is too.
  2. Our responsive platform is rapidly improving and we’ll give you a mobile site that will maximize your leads with a low bounce rate.
  3. If you need help, whether you are a customer of ours or not, we will help you. We love customer support!

Email or call us at 954.508,6454 if you want a demo, need a question or two answered, or just want a little help. We’re here for you.