The rise of mobile traffic to dealership websites took many vendors by surprise. We were all watching the trends and reading the articles shortly after the first iPhone came out about how more people would be using their smartphones to surf the net, but most of the early projections were way off. There was one study back in 2009 that predicted that a quarter of the visitors to websites would be through mobile devices by 2018. We passed that mark long ago.
Now that pretty much everyone acknowledges that mobile traffic is an extremely important aspect of digital marketing, we have been watching mobile solutions pop up non-stop for the last three years. It has given rise to the debate of whether pure mobile sites, adaptive website technology, or responsive website design is the best way to go. The biggest problem that has risen from this debate has been the flurry of excuses that many vendors keep promoting about why their mobile solutions are underperforming.