Wasting VDP Views?

Ron Henson
What is your opinion on what a customer thinks when the see "Call for Price?" Or when the vehicle description is just marketing crap rather than an actual description of the vehicle's condition and history? Example of an actual vehicle description read in my market this morning: The Honda CR-V EX offers a fair amount of utility thanks to its advanced features and unique styling. It's also quite sporty, and injects an ample amount of handling chutzpah into the ridin'-high body of a family-friendly SUV. At home in the country and in the city, this 2005 4WD Honda CR-V EX has been wonderfully refined to handle any occasion. Smooth steering, superior acceleration and a supple ride are just a few of its qualities. Just what you've been looking for. With quality in mind, this vehicle is the perfect addition to take home. You've found the one you've been looking for. Your dream car.
Lance Rose
I would rather read a sales pitch than a vin explosion, what car doesn't have power windows, locks and keyless entry today? The boilerplate manufacturer upgrades are hardly that in many circumstances, So beyond single owner, accident free, warranty status and maintenance records how much of an actual description can you add to go along with good photos or video? My ideal description contains both sales pitch and data, yours?
Anna Kelley
I was recently in market and I prefer a feature list. If I'm comparing cars, I want to compare features/reviews/anything unique about a specific car instead of reading a sales person's opinion on the car first. The feature list helps me while in "research" phase to narrow down the many choices out there. The real estate-esque sales pitch above could possibly be a detractor if I'm researching and just want to compare vehicles. I guess it would be a good thing if I had landed on that specific car and was ready to buy. So possibly it would be good to include both?
Alex Lau
Usability testing is the best way to understand how real users experience your website or application. Unlike interviews or focus groups that attempt to get users to accurately self-report their own behavior or preferences, a well-designed user test measures actual performance on mission-critical tasks. https://www.usertesting.com http://www.conversion-rate-experts.com etc. If I'm not mistaken, "Call for Price" a call-to-action is a component of VDPs or SRPs. You'll need to test that area against others. There are tools / services for this and one great technique are heat maps and session replays like you see at https://www.clicktale.com. The marketing crap is just used as a sales pitch and (SEO) robot food (if you can call it that, since VDPs themselves do not get indexed well, since dynamic).
Clint Jones
I am with Anna Kelley in that I prefer a list of options or features. I really don't need a bunch of subjective fluff some robot spit out......or some employee spit out for that matter. I know this is a point of conversation in itself. Many believe vehicle descriptions are very important. Personally, I am not convinced.
Alex Lau
That's the reason you need to be testing everything on your VDPs for conversion purposes.

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