When car shoppers search for new or used automobiles, most of the time they are looking for a description from the Vehicle Details Page (VDP). Creating VDPs can be intimidating especially when dealers are putting in the effort and time to make them perfect. Innovative features will enhance your page and prospectively increase vehicle sales. According to Dealer Marketing Magazine just by making a small change and adding deeplinking to your VDPs will increase the average shopper-to-sale ratio to 23 to 1. Products like Dominion’s Inventory Manager can help you as a dealer optimize your website and build a VDP that will ultimately gravitate customers towards your dealership. Below, we’ve detailed a few best practices for today’s automotive dealerships to maximize the efforts in creating VDPs.
Photos, Photos, and More Photos!
Shoppers will go back and forth between VDPs and look at key features of their cars of interest. A particular item of interest during this process is real photos of the car. This means dealers need to ditch the stock photos for used vehicles and incorporate real photos of the vehicle. Photos should show the inside and outside of the car, as well as any other differentiating features such as the inside of the cab, passenger side, back seats, dashboard, cargo area, roof rack and tires. These are all key items a shopper wants to see when he or she is searching for a new car and will assist when the customer makes their purchasing decision.
Show Me the CARFAX
There is nothing more frustrating to a customer than not being able to see the history behind a used car. If that car has been in an accident and has serious problems that will take time and money to fix, auto shoppers need to be aware. Potential buyers need to be able to determine if they will be able to afford the maintenance on the car as well as payments, gas, and insurance. Plus, providing a third party vehicle history report can make the dealership look more credible.
Price is Not an Option but a Must
When customers search for a new or used car, they need to know how much the car will cost. Most consumers have a budget; and, if they cannot see the price point on the car, they may not come into the dealership to see the vehicle in fear that it may not fit inside their budget. Outside of consumers’ budget restrictions, the price will also show the value of the car. As a dealership, start with the MSRP and then take off any discounts your dealership is allowing. These price reductions can include everyday discounts, rebates, and specials. Then the final offer price should be displayed so that the customers know how much money they will be spending on the car.
What’s In the Car?
Shoppers also want to know what exactly they are getting with the purchase of their car. What features does it have? Does the car have leather seats, a navigation system, cruise control, or a back up camera? What about 4 wheel drive, heated seats, or a sunroof? All of the fine details are important to a customer. All of these details help consumers determine that they are getting their money’s worth in purchasing the vehicle. So, don’t leave anything out that could help sell the car. The more features the car has, the more likely it will sell; especially if the price is right.
To learn more, make sure to sign up for July’s Webinar on Innovative Practices to Generate More VDP Views and Sales. Glen Garvin, Vice President of Dominion Dealer Solutions, will discuss how and why optimizing your VDP’s can enable your dealership to increase sales. Click here to register for the webinar now!