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Jared Hamilton
From: Jared Hamilton
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Bart Wilson

Bart Wilson Director of Operations, Media

Exclusive Blog Posts

Why So Many Options If You Don't Pay Attention to The Source?

Why So Many Options If You Don't Pay Attention to The Source?

Is there a lot of thought that goes into deciding which call to actions to offer on the VDP’s? Or is it a constant free for all, or worse an aftertho…

3 Reasons Why Loyalty to Technology is Greater than Loyalty to Cars

3 Reasons Why Loyalty to Technology is Greater than Loyalty to Cars

Despite efforts to chase down loyalty in the automotive industry -  the path to a repeat purchase is an even tougher feat. Here are three reasons why …

Dispel Fears About the Auto Industry with Your Recruiting

Dispel Fears About the Auto Industry with Your Recruiting

If you were to ask most sales managers what customers don’t like about the automotive industry when shopping for a vehicle? They usually say, “…

How is Your 'Why Buy Here' Messaging?

How is Your 'Why Buy Here' Messaging?

What type of 'Why Buy Here' messaging are you using to drive in customers? Watch the video to learn more.   …

Give Customers a Refreshing, Old Ad Message

Give Customers a Refreshing, Old Ad Message

If you’re the average dealer who’s trying to grow business, the fixed operations departments are one of the best bets you can make. Once you br…

The Evolving VDP

What have we done to the VDP? 

The VDP has seen some massive changes over the years.  As technology improved, so did our ability to display our inventory.  From, “we can now add a photo” to “we need multiple photos” to “now we have video capability”, merchandising vehicles became a more complicated process. 

But have we gone too far?

A lot of dealership VDPs have too many calls to action.  Just because we can add a button doesn’t mean we should.  Today, there are more and more tools that are available to help customers shop, and the trick is to display these tools in an organized fashion that doesn’t detract from the end goal of the page.

This brings up an interesting question.  What is the goal of a vehicle details page today?  Is it built for conversion, where the customer fills out a lead form or picks up the phone?  Maybe the VDP is a place for a consumer to start their online purchase.  Or is it a research page that lets a customer get insight on what they want? 

I feel like we need to take a step back and simplify our vehicle details pages.  Carvana is getting a lot of attention today.  Look at how they display a VDP.  It’s very clean, and they cut down on the calls to action.  There is a concrete path the customer can go down without feeling like a rigid path.

Think mobile-first websites, for example.  Designing a website for a phone screen is an exercise in “trimming fat”.  Only the most necessary elements remain.  Can we apply this thinking to our inventory pages?  If so, what fat would we trim and what would we keep?

As we evaluate our online properties and prepare to transition to an omni-experience economy in automotive, it’s time to pay attention to the vehicle details page.  Digital retailing gives us a clear path today (one of the reasons Carvana’s VDP looks so clean). Customers can begin the purchase process if they choose, and if a dealership can deliver on the digital retailing promise, there is an end result of the VDP.  This may impact some of the elements we need to display, or at least affect the order in which we display them.

The VDP has been through a lot of changes, and more are to come.  We need to structure our inventory tools in a way that provides information in a clean, concise way, and help customers navigate the purchase process. 

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