Posted: January 23, 2012
Last weekend I suffered a crack in my windshield (Doh!). My first thought? "How much is this going to cost me?"
From the side of the road, I googled Safelite Auto Glass (first name I thought of) on my iPhone. I was really just looking for the local service center’s phone number. Instead, I found Safelite’s mobile site. It was pretty stripped down â hardly any design and very little content. But it did something quite remarkable; it worked.
As soon as the mobile site loaded, I immediately self-identified with the headline Chipped or broken windshield? Broken window? Safelite can help. Yep, that’s me. The first call-to-action under headline said Assess my damage. That seemed to make sense so I clicked it.
What followed was a series of 3-4 questions (with pictures) asking about my windshield, the extent of the damage and my insurance information. Only the relevent facts. At the time, I wasn’t sure I would hire Safelite; I just wanted an estimate. I would have called several shops before making a decision.
That’s when it happened.
The mobile site completely sold me! My mind was made-up. It was like I didn’t have a choice. So I didn't hesitate when a green button popped up that said Schedule an appointment.
I gave my name and number and within five minutes, a Safelite rep called to schedule my appointment. She already knew where I was and offered to send a technician to my current location.
What’s the point of my story? Mobile doesn’t need to be fancy. It just needs to accomplish a goalâa conversion. What was the goal in this case? To get me to the green button so I would schedule an appointment.
Safelite made a clever assumption: Mobile visitors are probably coming to their site for one very specific purpose - myself included. Instead of distracting me with a bunch of information I didn’t need, they recognized my goal and helped me get there.
Kudos Safelite. You saved the day.