The Auto Trader brand is nationally recognised as the UK’s largest new and used car marketplace. For Autotrader.co.uk, it was important that visitors enjoy a seamless experience regardless of the channel they used to access the site. “People want to have a seamless experience across all channels when they see your website. Focus on making the desktop-mobile experience seamless,” is a key takeaway for Nick Gee, Mobile Director, Autotrader.co.uk
In the old days, people bought an Auto Trader magazine and brought it with them to buy the car. We lost that a bit with desktop but now we’re back in people’s pockets. Mobile is growing and it’s not going to slow down.
Nick Gee, Mobile Director, Autotrader.co.uk
Mobile Site Highlights
“At the time it was about focusing on what the user wants to do while on their mobile,” says Nick. They realised that key to this was the ability to refine searches, so they built their mobile website around that feature. “It was all about search and making the user experience quick to download and easy for the user to find what they are looking for when they are on their mobile,” continues Nick. They built more than 1,800 unique mobile websites for car dealerships in the UK.
Autotrader.co.uk currently receives 2.2 million unique visitors per month across all mobile channels, and has experienced a 138% traffic growth from mobile between September 2010 and September 2011. Mobile now accounts for more than 32% of all Auto Trader digital traffic and generates 25 million searches a month.
Mobile has become a key strategy for Auto Trader as they seek to tap into the ‘Always On’ mode of consumers having their mobile with them at all times. “We are developing industry-leading user experiences and focusing on understanding our user’s needs while we develop new products for our customers to reach the mobile audience,” states Amy Gale, Mobile Marketing Manager for Auto Trader. “We get mobile users all day and even into the evening,” continues Amy. “While both desktop and mobile use peak in the evening on weekends, mobile is strong all day while desktop activity is low. We estimate that 80% of our mobile users are using Auto Trader more because of their mobile access. It’s always to hand.”
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