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From: Jared Hamilton
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Patrick McMullen

Patrick McMullen Senior Vice President of Strategy and Innovation

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Let Your Vehicle Display Pages Bring Customers to You

The average consumer spends roughly 14 hours doing product research before making a car purchase. They compare the many models, packages and options available at multiple dealerships, equating to a significant amount of time spent on dealerships’ vehicle displays pages (VDPs). In fact, consumers may actually spend less time in your dealership than they do on your website. 

Generic VDPs and vehicle descriptions are no longer going to work. Today’s consumers are used to every aspect of their online experience being tailored to them. To stay competitive, it is crucial to make your cars stand out with compelling, informative vehicle display pages.

Here’s what today’s savvy consumer is looking for when they shop vehicle display pages:

Be Transparent and Justify the Price

Consumers want more than just a broad overview. They want details about what makes your car unique. Justify the price by showing what makes your car stand out from similar models. Make sure to highlight interesting features or tech packages the vehicle may have. Try to anticipate what questions consumers will have, and use your VDPs to answer them. Transparency and accuracy is the key to building trust in today’s auto market. Make sure the information is thorough and correct.

Show ‘Em What You Got

Be visual! Strong images are another important component of your VDPs. Great vehicle photos make a huge difference, but they won’t do much good if the page is poorly designed. Think like your customer and make sure the page is intuitive. It should be easy to take all the information in, simple to navigate, and visually attractive. Remember, the organization of the page is almost as important as the information on it.

Keep it Mobile-Friendly

Fifty one percent of consumers said they used a smartphone or tablet in their vehicle shopping process, so it’s pretty clear the processes isn’t just done on desktops anymore. In fact, if your VDPs look great on desktop but miserable on mobile, you’re missing out on a significant share of the market. Make sure your VDPs are optimized for all screen sizes.

By the time the customer reaches your VDPs they probably have their search narrowed down to a handful of vehicles at an even smaller amount of dealerships. The quality of your VDPs and how well they showcase the vehicle are major factors influencing their final decision. With compelling and informative VDPs, you will be able to convert website traffic into in-store customers and buyers.

 

Derrick Woolfson

Great article! One of the other *components* that can make or break your VDP is the CTA's. Having too many is just as bad as not having the right ones! As VDP's are what largely converts the customer. Pricing (as you said) is also a *key* component. Making sure that your VDPs have the same pricing on all other endemic sites. 

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