I used to be a car salesman, probably regarded as one of the most socially off-putting careers ever. You have never seen the look of fear until you, as a car salesman, says hello to a customer on the lot. I don’t mean to boast, but I was regarded as one of the better salespeople at my dealership.
I recall one morning I got the ‘deal of the day.’ A rather tired Pontiac Sunfire rolled into the lot, and I was the one to call them as mine. Since the car was so beaten up looking, the other salespeople didn’t bother. I sold them an SUV an hour later.
During the paperwork section, the customers were using their smartphones to get their car insurance. In the worst way possible. Ever go to a site that isn’t mobile optimized? You know them when you see them. It’s like a computer screen, zoomed way out. The only way to read the site requires using the ‘pinch’ zoom technique, then scanning through the page to attempt to read it.
Their insurance company didn't have a mobile-optimized site. The customer had to re-try at least three times to fill out the form on her phone. I stopped her at the fourth(I was working on my paperwork while she handled insurance) and had her use my desk computer.
Since the customer was getting new SUV right then, she had to use the non-optimized site. However, what if she was just browsing for a quote? Doing some quick research on her phone before starting her phone shopping?
Let’s be honest, most people aren’t going to waste their time pinching, zooming and scanning a non-optimized website to get information. They especially won’t bother with yours after they have seen a competitor's optimized site. Think about it, how long do you stay on a non-optimized site? With time being such a luxury, the faster a customer can find the information they need, the faster they can make a decision. Would be a shame to lose customers because of a website?
Photo by Kait Loggins on Unsplash