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It’s no secret that VDP views have been almost unanimously accepted as a core KPI for dealership websites and even third party services. While there are many, many factors that go into why a VDP
view happens, it is without a doubt a buying signal and an important one at that. If this is the case, you’d probably like for your website to be set up to get more customers to your VDPs. But is it? The answer may surprise you.
The answer is: Probably not. The ideal visitor flow is pretty obvious when it comes to an ecommerce website and can be seen on all of the best sites from other industries. It is generally as follows:
Step 1: Attract visitor to the site. Whether it’s via SEO or content or PPC or any other channel, you need eyeballs.
Step 2: Guide visitor to inventory. Again, whether it’s from a link within the landing page or through the main navigation, the hope is to get people to look at your inventory.
Step 3: Push/Pull visitor to product (vehicle) pages. Ideally you’ll have the right inventory to get people to click through to the product page and fall in love with a piece (or pieces) of your inventory.
In automotive, what you’ll find is that many entities – third party lead providers, your website provider, or even your own dealership – are hijacking the process just before that crucial third step. See it in action:
See ALL of those calls to action leading people away from VDPs and even worse, off of your site? Ultimately all of these CTA’s pull people away from the optimal, designed shopping process.
Of course, the rebuttal will be that if you can get a lead at the inventory search level, you may as well take it, and a lead is more valuable than a VDP view. But if you look at the research, the findings actually point to a correlation between VDP views and SALES – not leads.
The question becomes: Is the relentless push for more leads actually limiting your opportunity for sales?