Many car dealerships make their homepage the primary focus of their website because it seems like the most essential page on the site. It is typically the first place a potential customer visits, and it is important to make a good first impression, right?
New research has shown that the homepage may not be the best place for a dealership to focus its attention. A dealership’s VDPs may actually be the number one predictor of conversions on a particular site. So, what is a VDP and how can it help improve your conversion rate?
A VDP, or vehicle detail page, features important information about a specific model as well as photos of the vehicle. A majority of customers who purchase a vehicle following a visit to a dealership’s site do so after browsing the VDP of at least one of the vehicles on the dealership’s lot.
A potential customer that looks at more VDPs is significantly more likely to contact the dealership in some way. Why do these visitors convert more than those who do not peruse VDPs? These visitors are more engaged when visiting a dealership page. These potential customers have also seen more of a dealership’s inventory, making it more likely that they will find a car that sparks their interest. Shoppers that take the time to visit a VDP are usually low funnel shoppers. This typically means that the shopper has done some previous research and is looking to learn a bit more about a specific vehicle and what it has to offer.
What can you do to improve the vehicle detail pages on your site? Below are a few best practices to consider to boost conversions:
- Include at least 20+ non-stock photos of each vehicle – More than any other item on a VDP, a large number of quality photos attracts shoppers. Show that your dealership is transparent and provide customers with added peace of mind by including a few close-up photos. Photos showing features in working order also help to build buyer confidence.
- Provide accurate price information – It is absolutely necessary to include correct pricing on a VDP. When customers do not find the price of a vehicle readily available, they may think that the vehicle is over their budget and avoid further inquiries.
- Include information about a vehicle’s history – When shopping for a used car, customers need to know whether a car has been damaged due to an accident or has sustained damage from other causes. Knowing this information, customers can decide if maintenance costs for a particular model may be too much. Add even more credibility by including a third party vehicle history report.
- Take the time to provide a great vehicle summary – To help customers decide if they are getting their money’s worth for a new vehicle, providing a list of features, powertrain info, fuel economy figures, etc. is crucial. Any information that can help sell the car should not be left out.
- Don’t forget call to action features – This information is not limited to just contact information for the dealership. It should also address common questions a buyer may have as well as encourage them to act on their inquiries.
Including these vital details will help your VDPs shine and encourage customers to come view the vehicles in person at your dealership.