1,000 dealers share their thoughts about chat, text and messaging in general...and how these communications pay off. SEE HOW
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?