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Jared Hamilton
From: Jared Hamilton
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Raul Saavedra

Raul Saavedra CEO

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Dealers need to pay attention to their VDPs according to Cobalt

Cobalt has taken the time and effort to gather information and details that can improve the way VDPs (Vehicle Detail Pages) are handled and how these can boost a dealer’s sales. An interesting Webinar - The VIN Journey: Game-Changing Insights from the Online Journey of Your VINs is worth watching! Is not one of the latest videos, but it is pretty packed with great information!

After an 8 moth study of over 9 million VDP, 125 million website visits, and 250 million online actions, Cobalt’s speakers get right to the point and brings out the most effective and scalable solutions every car dealership can take to improve their VDPs and reap the benefits of higher prospect engagement, more views, and more sales.

Just to spike you curiosity about what you can benefit from this video, you should know that:

  1. Only 1 out of 15-20 views will send an email lead.
  2. 94% of customers are looking at inventory before buying.
  3. Is not about buying leads…is about increase sales.
  4. Need to get more consumers’ eyes on inventory VINS.
  5. Eyes on VINS equal sales.
  6. Viewers like more custom photos of a car versus a stock photo.
  7. By turning on real automotive digital advertising, a car dealer gets a 30% bump on views and search.
  8. Using videos on VDP increases the views. Videos increase the engagement with the VINS, increases the click on the vehicle, time on page, leads submitted from the VDP.
  9. Be relevant. 

Be an informative source for the online viewer with every VDP you post. Just a few days ago, a friend reminded me that there is a time for everything: A time for a serious discussion, a time for promoting and a time for sales. Keeping this in mind, use your VDPs to promote your dealership and avoid the vulgar "pitch-a-palooza". 

Be wise on what additional information you add to your VDPs besides the relevant or you'll be wasting an excellent opportunity.

Here are a few suggestions you may choose to mention on your VDPs:

  1. A loyalty reward program. Every car needs service and routine maintenance. Let the viewer know you have the trained technicians, tools, OEM parts, loaner vehicles, etc. Best of all, let them know that you'll save them money!
  2. Tires
  3. Best price guarantee
  4. College Graduate Programs
  5. Armed Forces Programs

The list is endless. The point is to be informative. Make these benefits stand out in the VDP enough to cause a "healthy curiosity effect". Don't be aggressive! Your VDPs promote your inventory, but as an added bonus, on the top right corner of the VDP, you mention some of the benefits that make you stand out among the rest.

 By mentioning some of your additional benefits as a dealer in your VDPs, you're promoting the confidence and trust you want the online potential shopper to feel. You're promoting the entire package. The end result will be that you're letting the potential online viewer know why they should choose you

Great advice about integrating your "Why" messaging on your VDPs.. Driving and properly leveraging your VDP is extremely important. I recently published an article with additional great advice on how to successfully leverage video to drive VDPs and am personally working with several dealers to implement my recommendations. I encourage everyone to really focus on your VDPs - driving customers there, what you present there, and how you're measuring traffic to them. Check out my tips on using video to drive VDPs at http://www.cobalt.com/blog/vehicle-detail-pages/how-to-successfully-leverage-video-to-drive-vdp-views/
Raul Saavedra
James, I'm honored with your comment. I'll start reading your article right away!
Matt Lamoureux
The value in developing compelling and effective Vehicle Detail Pages (VDPs) cannot be overstated. Nowadays, many consumers do not feel the need to visit a showroom to demo a car. Instead, today’s consumer will often perform his or her own virtual demo from the Vehicle Detail Pages (VDPs) within your dealer website. How does one do this you may ask? By examining each vehicle’s photos; reading each vehicle’s comments; identifying each vehicle’s value-added options and reconditioning; and investigating each vehicle’s accident and ownership history. If your VDPs do not contain all of this critical information to showcase each of your vehicles in the greatest possible light, then you are missing out on countless sales opportunities. It is important to keep in mind that lead conversion is only one essential element to consider when it comes to building an effective VDP. After-all, Cobalt’s study illustrates that only 5 to 6 percent of VDP visitors will actually submit a lead to a dealership. What do you suppose is happening to the other 94 percent of your VDP visitors? I will tell you what’s happening. These in-market prospects are choosing to remain anonymous and are deciding whether to visit your dealership or somebody else’s based primarily upon the information obtained from your VDPs. In other words, if you focus your VDPs entirely on lead conversion, you are missing out BIG TIME! If you want those 94 percent of consumers who visit your VDP without submitting a lead to walk in the front door of your dealership, you must treat each VDP as though its mission is to demo your vehicle in the best possible way. To that end, here are several suggestions: • Display only high quality actual vehicle images shot in the proper light from various angles • If your vehicle is priced below the market, make sure to let your customers know • If your vehicle was awarded a 5 star crash test rating, be sure to say so • If your vehicle is a MotorTrend SUV of the year, do not keep it a secret • If your vehicle was fitted with new tires and brakes, highlight this information on your VDP • If your vehicle has low miles, don’t rely on the consumer to figure that out. Tell them! If you’d like to discuss this further, feel free to contact me directly.

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