Marty Blue | CarGurus | VP of Marketing and Business Development | Marketing With A Mobile Mindset: How To Reach The Smartphone Shopper Presented by Marty Blue October 6, 2015

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile A Seismic Shift

Marty Blue | CarGurus | VP of Marketing and Business Development | What challenges do you face with mobile? How are you reaching the mobile customer? How do you respond to the mobile customer? Mobile: Opportunities and Challenges

Marty Blue | CarGurus | VP of Marketing and Business Development | 1. Why Mobile Matters for E-Commerce 2. How Mobile Impacts Shopper Behavior 3. Merchandising Best Practices for Mobile 4. What’s Unique About Mobile 5. What You Can Do Next What You’ll Learn

Marty Blue | CarGurus | VP of Marketing and Business Development | Prepare for a Mobile Future Anticipate Different Behaviors on Mobile Manage Your Mobile Presence Market to the Mobile Shopper Reach Shoppers at Point of Purchase AGENDA

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Device Use Has Exploded Hours spent per day, Source: comScore

Marty Blue | CarGurus | VP of Marketing and Business Development | The Mobile Experience Is Improving

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Commerce and You Have you ever bought anything on a smartphone or tablet? Apps, music, transportation, physical goods

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Commerce Is Poised for Growth Mobile commerce transactions to triple by 2019 Two-thirds of online shoppers visit a brick-and- mortar store before or after buying Source: Juniper Research, A.T. Kearney

Marty Blue | CarGurus | VP of Marketing and Business Development | PwC on Mobile Commerce (Video)

Marty Blue | CarGurus | VP of Marketing and Business Development | Car Shopping Goes Mobile CarGurus traffic by device type CarGurus' mobile traffic rose 134% From 2014 to 2015 Source: CarGurus data

Marty Blue | CarGurus | VP of Marketing and Business Development | More People Are Finding Cars on Mobile One year ago… CarGurus produced 3x more desktop leads than mobile leads This year… The desktop-to-mobile multiple is just 1.5x Source: CarGurus data

Marty Blue | CarGurus | VP of Marketing and Business Development | Prepare for a Mobile Future Anticipate Different Behaviors on Mobile Manage Your Mobile Presence Market to the Mobile Shopper Reach Shoppers at Point of Purchase AGENDA

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Visits Are Shorter Mobile site visitors spend less time on site

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Users Are Quicker to Bounce Mobile users access fewer pages per visit

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Browsing Leads to Calls Mobile shoppers more likely to call than fill out an online form

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Is One Piece of the Research Process Major purchase shoppers break research into “bites” Shoppers rely on multiple research channels 80% of large-purchase shoppers perform research online Source: Google

Marty Blue | CarGurus | VP of Marketing and Business Development | What Are Mobile Car Shoppers Doing? 1. Viewing photos 2. Searching for reviews 3. Looking up current offers

Marty Blue | CarGurus | VP of Marketing and Business Development | Prepare for a Mobile Future Anticipate Different Behaviors on Mobile Manage Your Mobile Presence Market to the Mobile Shopper Reach Shoppers at Point of Purchase AGENDA

Marty Blue | CarGurus | VP of Marketing and Business Development | Which Sites Are Mobile Users Visiting? Dealer websites Manufacturer websites Search engines Third-party sites Source: Google

Marty Blue | CarGurus | VP of Marketing and Business Development | What You Can Manage for Mobile Success Your website Your inventory Your presence on third-party sites

Marty Blue | CarGurus | VP of Marketing and Business Development | Your Website, Optimized for Mobile Ensure that your site is responsive Set up Google Analytics for tracking Pay attention to time on site, pageviews Add top navigation menu or search bar to help users find content

Marty Blue | CarGurus | VP of Marketing and Business Development | Your SEO Strategy Matters for Mobile Mobile users more likely to rely on search So… SEO strategy is important for attracting mobile shoppers

Marty Blue | CarGurus | VP of Marketing and Business Development | Merchandising Your Inventory for Mobile 3 of the top 4 auto channels impacted by merchandising 80% of people visit at least 3 sites when car shopping –Yet today’s buyer visits just 1.6 dealerships Source: CarGurus data, McKinsey

Marty Blue | CarGurus | VP of Marketing and Business Development | What Matters in Merchandising Accurate listings Up-to-date contact info Multiple photos Pricing in line with market norms (pricing transparency)

Marty Blue | CarGurus | VP of Marketing and Business Development | 1. ACCURACY Help buyers find exactly what they’re looking for Optimize for filters Options Colors Drivetrain

Marty Blue | CarGurus | VP of Marketing and Business Development | 2A. UP-TO-DATE CONTACT INFORMATION

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile users can easily click to call Where do your phone numbers go? CarGurus analysis: Only 21% of dealer phone numbers go directly to sales team, while 12% reach a bad number, go directly to voic or aren't picked up 2B. UP-TO-DATE CONTACT INFORMATION

Marty Blue | CarGurus | VP of Marketing and Business Development | 3. HIGH-QUALITY PHOTOS 1 photo increases conversion by 15% (versus no photos)

Marty Blue | CarGurus | VP of Marketing and Business Development | 4. FAIR PRICING Price info is easy to acquire (even easier thanks to mobile) Consumers expect price transparency, e.g., Kayak and Zillow Source: Retail Systems Research data, July 2015

Marty Blue | CarGurus | VP of Marketing and Business Development | Inventory Merchandising With Video More than half of shoppers watch at least 30 minutes of video during the research phase Mobile video to make up half of all video by 2016 – rise of YouTube –Example: Florida Fine CarsFlorida Fine Cars Source: YouTube

Marty Blue | CarGurus | VP of Marketing and Business Development | QUESTION: VIDEO Do you produce videos to help promote your dealership or your inventory?

Marty Blue | CarGurus | VP of Marketing and Business Development | Merchandising on Third-Party Sites Source: Google

Marty Blue | CarGurus | VP of Marketing and Business Development | Analytics on Third-Party Sites What do you look for in third-party analytics?

Marty Blue | CarGurus | VP of Marketing and Business Development | Your Reputation on Third-Party Sites Nine in 10 shoppers have read local business reviews – 39% read them regularly Source: BrightLocal

Marty Blue | CarGurus | VP of Marketing and Business Development | Prepare for a Mobile Future Anticipate Different Behaviors on Mobile Manage Your Mobile Presence Market to the Mobile Shopper Reach Shoppers at Point of Purchase AGENDA

Marty Blue | CarGurus | VP of Marketing and Business Development | Communicate With Shoppers On the Go is ideal for reaching the mobile shopper of people use their phones for of opens are on mobile Source: Direct Marketing Association, Pew, Experian

Marty Blue | CarGurus | VP of Marketing and Business Development | Set Up Marketing Campaigns Use “drip” campaigns to stay top-of- mind with shoppers Reach customers across all of their devices

Marty Blue | CarGurus | VP of Marketing and Business Development | Why Optimize for Mobile? Designing for mobile devices can lift open rates and click-through by 20% CTR typically between 2% and 12% Remember: mobile = small screens Source: Yesmail

Marty Blue | CarGurus | VP of Marketing and Business Development | Designing Mobile-Friendly s Small images (<250 pixels wide) Larger text (at least 11-point font) High-contrast (e.g., black text on white background) Low-contrast content likely to be ignored

Marty Blue | CarGurus | VP of Marketing and Business Development | Drafting Mobile-Friendly s Mailboxes (desktop/mobile) show subject line + first ~80 HTML characters Use buttons instead of text links Include call-to-action near the top of the

Marty Blue | CarGurus | VP of Marketing and Business Development | Maximize Reachability Across Channels Banner ads – are they sized for mobile? Make it easy for shoppers to reach your site –QR codes in mailings –QR codes in print ads

Marty Blue | CarGurus | VP of Marketing and Business Development | Prepare for a Mobile Future Anticipate Different Behaviors on Mobile Manage Your Mobile Presence Market to the Mobile Shopper Reach Shoppers at Point of Purchase AGENDA

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Makes Price Comparisons Easier Half of online car shoppers using phones do so at the dealership 61% of that group access pricing information Source: JD Power

Marty Blue | CarGurus | VP of Marketing and Business Development | Mobile Shoppers Want Price Data Have you ever used your mobile device to comparison shop while at a dealership? % of respondents Source: CarGurus data

Marty Blue | CarGurus | VP of Marketing and Business Development | Transparency Attracts Millennial Shoppers Four out of five Millennials have been introduced to a new brand, product, or service via their mobile device Millennials are 3.6x more likely to share product reviews/recommendations Source: ShareThis

Marty Blue | CarGurus | VP of Marketing and Business Development | …And Millennials Are Buying Cars Generation Y made up 27 percent of new-car buyers last year Up from 18 percent in 2010 After all, digital isn't all the Millennial shopper cares aboutdigital isn't all the Millennial shopper cares about

Marty Blue | CarGurus | VP of Marketing and Business Development | What You’ve Learned 1. Why Mobile Matters for E-Commerce 2. How Mobile Impacts Shopper Behavior 3. Merchandising Best Practices for Mobile 4. What’s Unique About Mobile 5. What You Can Do Next

Marty Blue | CarGurus | VP of Marketing and Business Development | Next Steps Review your vehicle listings Confirm that your site is mobile-friendly Validate that your s work for mobile Examine your call routing setup

Marty Blue | CarGurus | VP of Marketing and Business Development | Q&A Any questions? Visit us at Booth 835

Marty Blue | CarGurus | VP of Marketing and Business Development | CONTACT INFO Full Name: Marty Blue Company: CarGurus Job Title: VP of Marketing & Business Development Share an important takeaway you received from this session using hashtag #DD19 for a chance to win an iPad