CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
While SERPs (Search Engine Results Pages) are of key importance with regards to SEO (search engine optimization), many auto dealers still don't pay enough attention to their website's search results pages. These typically appear when a shopper searches the inventory on a dealership website. With some fine tuning, these search results pages can help drive more VDP (vehicle display page) views and ultimately more leads.
Many times, dealership websites overwhelm customers with confusing search results pages right from the start. These are identified as confusing by having too many options offered to the visitor. In fact, some dealers have nearly every option available on their search results pages as they do on their VDP! However, most visitors don't take direct action off of search results pages. Instead, they drill down to a VDP for more details before placing a phone call or submitting a lead. In order to maintain simplicity, one should try removing nearly all of the options from the SRP except for the option to move to the VDP, and possibly one direct action driver such as a dynamic phone number. Take an SRP from Amazon.com as an example. Their search results pages typically just have the price and a rating, with a link to see more details.
Another issue harming search results pages on many dealer sites can be confusing or malfunctioning search filters. If a shopper is constantly having to hit reset, collapse a filter bar, or the results don't seem to refine correctly, they may bounce from the site. Dealerships should strive to have the most streamlined, easy to understand and mobile friendly search functionality possible.
While search results pages don't often get the attention that VDPs do, they are important to get right. How are you all refining your onsite search results pages for maximum clarity and impact?