Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Nathalie Godoy

Nathalie Godoy Director | Consumer Marketing

Exclusive Blog Posts

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

VDP Optimization

Vehicle detail pages (VDPs) are a standard feature of any dealership website.  There are many approaches when it comes to VDP optimization - a practice which tries to increase the rate of lead submittals, and ultimately, sales.  Multiple schools of thought exist on this topic based on everything from detailed analytics to gut feelings.

Some dealers and marketers believe that a client should be able to do everything on a VDP that they could do in an actual store.  This might include financing, payment, or customization of a car.  However, while entire transactions may eventually take place on a dealer site, for now VDP optimization is best done with a "less is more" approach.

Generally, e-commerce does not occur on a dealership site.  With a big ticket item such as a vehicle, most customers are interested in choosing the color and features on a vehicle within their price range, seeing what others think about the vehicle and dealership (i.e. reviews), and inquiring about the automobile with as little friction as possible.  It is assumed that customers will come in person to check out the actual vehicles.  Thus, current VDP optimization should lean towards making that path as clear and obvious as possible.

Tons of blinking buttons, social links and options are definite conversion killers on VDPs.  Assuming customers are going to eventually come into the store, a site should do as good of a job as possible of making the vehicles look attractive in both pictures and descriptions, and putting all means of trackable communication (phone number, lead form, chat) at the potential client's fingertips.  At most, the customer should have the option to fill out a credit application or finance form as a lead.  VDP optimization mostly deals with taking a customer down a simple, easy to understand path that ultimately gets the dealership calls, form leads, chats and visits.  This usually means de-cluttering the VDP so that those elements are the most prominent.

A VDP that operates smoothly can help bring buyers to a dealership more quickly than a VDP with tons of buttons and options.  What are some other tips you guys have for giving zero moment of truth clients a clear-cut way to submit leads?

Grant Gooley
The good ol' CALL TO ACTION! This topic has been debated for years. 5 CTA's? 1 CTA? Buy now? Get more info? Click to call? There are lots of blogs and studies created on this topic, it's interesting. I'm personally a fan of simplicity. Attract the eyeballs with contrast in colour, look and feel. Make the verbiage compelling and test, test, test. A/B testing with VDP's is the best thing you can do in order to design the number one converting page for your client type (demographic). The tough part is that it can be hard to narrow down a demographic with certain brands. Vehicles are a commodity everyone buys cars so developing a VDP that fits your client perfectly can be difficult. Unless you are a high end/specialty brand. Toyota, Honda, Nissan... Just about everyone will buy these vehicles. The day we can dynamically change our VDP's according to sex or job title is the day we win! It's not far away considering the understanding of demographics and personal information our browsers carry these days....
Nathalie Godoy
Great points Grant. You are right - there is a current challenge in developing a VDP that is tailored to all client types, but I don't think that we are far from that becoming a reality. Thanks for the feedback!
Anthony Levine
Valid statements Grant! It's a constant struggle to get dealers to see the value in de-cluttering their VDP's!
Dayn Riegel
For what it is worth, I've only seen a few sites and/or developers that even know what a "bad" VDP should look like! What I mean, is you are correct - each VDP we see is a micro-site version of the main pages: which is a "deal killer" for the visitor. They arrive expecting to really "learn more" only to learn MORE and I'll bet anyone really watching their true analytics will see massive bounce rates on their VDP. Which is sad. I've seen, not to plug here but I will anyway, good results using Showroom Logic. They have customer/proxy VDPs that just give enough or lead the customers back to another section without clutter or mystery. So far, after only 35+ days we are seeing better conversion, lower bounce rates, etc. Anyway... Good article - keep 'em coming!
Chris K Leslie
I'll be honest here and say i think Carvana has done it right when it comes to the VDP. With all the little things to play with under the Purchase Options tab I can only imagine their time on page for VDP's is pretty high. http://www.carvana.com/search/2000004860/2012-hyundai-genesis-4.6l-v8 I've been watching really closely what some of my favorite Web Based companies are doing like Warby Parker and am coming to realize that it isn't so much the "sales" page that is selling me on stuff. It's their follow up with me via email and impressive retargeting campaigns that are driving my purchase.

 Unlock all of the community & features  Join Now