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Jared Hamilton
From: Jared Hamilton
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Shane Tyler

Shane Tyler Integration Engineer

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Search Results Pages - SRP Optimization

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?

Nathalie Godoy
Interesting article Shane! It's truly phenomenal what properly set up SERPs can do for dealers. Making websites easy to navigate through and provide clear information quickly is a MUST in this day and age. Thanks for the post.

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