AUTOTRADER.MOBI TOPS 17M PAGE IMPRESSIONS IN FEBRUARY
03.03.10
400,000 page impressions in July 2008. Nearly 6 million in March 2009. More than 17 million in February 2010.
That's a rate of acceleration that wouldn't be allowed on the public roads.
We've long stressed the importance of re-imagining and re-architecting websites for the mobile internet. The new version of Autotrader.mobi, launched in July 2009, is an excellent example of what we mean.
The upgraded site makes Search even easier and quicker than before. It now includes cookie-based personalisation, allowing users to save vehicles, rate them and add their own notes. In addition, click-to-call and a new mapping function bring buyers and sellers closer together. Finally, we've added snack-sized editorial content with daily motoring news, reviews and features.
Whilst the increase in page views is impressive, more important is the way the mobile internet is extending Auto Trader's business model.
Last month saw more than 2 million searches conducted on the site; and 45% of usage is coming from dealer forecourts.
In other words, the Auto Trader brand is now able to influence behaviour at times and places which were previously beyond its reach.
And with an increase in utility comes an increase in customer satisfaction.
