We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Many dealership websites suffer from high bounce rates and low VDP views. These issues ultimately impact their ability to raise their SEO and get leads. While there are many factors that can raise bounce rates and lower VDP views, fortunately there are also many solutions available. One such solution is to present suggested inventory to a shopper viewing a VDP.
This lesson comes straight from the largest online retailers such as eBay and Amazon.com. Both present related inventory on their product pages. Many times, a shopper is almost sold, but there are just one or two more things about a vehicle that could sway the decision. If color, price or amenities are keeping a potential buyer on the fence, showing suggested inventory that is similar but with enough variation could present them with an option to solve for that. The odds that they will find the perfect vehicle and submit a lead improve in this scenario.
Bloggers use "related articles" links all the time to keep readers browsing various pages on their website. If a visitor is interested in one article on a topic, then perhaps they will want to continue reading similar articles on the same site. This ultimately leads to lower bounce rates as the average pages per visitor increases. In the same way, dealers can benefit by showing suggested inventory on a VDP. This should improve a dealer’s bounce rate - which ultimately leads to better SEO! If shoppers come into a site, look at one page, and then leave, search algorithms may perceive the site as having low relevance and may show links to the site in search results less frequently. Providing suggested inventory boosts the chance that a shopper will visit more pages on a site and stay browsing for longer amounts of time, which search engines may pick up as being the result of a highly relevant website. This in turn could positively impact the odds that search engine results will rank the site higher.
The impact of adding additional suggested inventory on a vehicle's detail page can theoretically improve a website's relevance and ability to generate leads. Are you all displaying other inventory options on your VDP's?