VDPs (Vehicle Details Pages) and their lead conversion forms included are typically the #1 source for leads from a dealership website. In fact, 94% of customers are looking at inventory online before buying a vehicle.
All dealerships have recognized this higher demand in consumer behavior which has caused the atypical VDP page to become overweight with content.
Unruly, high volumes of CTAs clog up VDP processes, the arteries of the customer’s online shopping experience.
Obeseity is a serious health problem and you don’t become obese overnight, it’s a slow, steady process. Unless it’s addressed early, the problem grows in very predictable stages.
And, similarly to the human disease, Content Obesity on a Vehicle Details Page is a consistent issue in the automotive world with severe side effects. It creates huge health risks for dealership websites resulting in online customers not converting into leads or avoiding the dealership altogether.
"Too many website services in our industry like to vomit all over the VDP with too much unnecessary information (or on the wrong area of the page), while including too many primary call to actions." - Jeff Kershner, founder of DealerRefresh
Most dealerships don't even know how to lose the weight or clean it up because it is unclear what exactly on the VDP is of any use to anyone anyways. So many buttons, options and choices for visitors that have accumulated without any particular thought of organization or governance. Therefore many VDPs are sadly suffering from 'infobesity'.
Do you recognize any of these telltale signs?
- Content Muffin-Top - Too many items on one page. Compromising efficiency, having too many options on one little page is like trying to fit into XS jeans. Just 'cuz it zips, doesn't mean it fits.
- Landing Page Love-Handles - Are you treating your VDP like a landing page, keeping everything 'above the fold'? 'Above the fold' is simply the content the reader sees as soon as they land on your page. The main goal is to grab the visitor's attention and maintain interest.
- Clotted CTAs - Do you have too many CTAs (calls to action) jumping out invasively? All of those CTAs add up and clog up the VDP page, causing uncomfortable digestion for online visitors.
- High Blood Pressure - Randomly click onto one of your dealership's Vehicle Details Pages and at first glance, does it stress you out? If yes, your visitors might be experiencing that same stress of content overload.
Don't just focus on lead submission, focus on user experience too.
A 8 month study conducted by Cobalt analyzed over 9 million VDP, 125 million website visits, and 250 million online actions. The purpose was to figure out how dealers can fully utilize their VDP to be an informative source and give dealers that "healthy curiosity effect" to online visitors. This study found that only 5 to 6 percent of VDP visitors submitted a lead, leaving 94 percent of VDP visitors anonymous.
"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." - Matt Lamoureux, Director of Business Development at PureCars
- Review CTAs and don't assume that more CTA's = more lead capture. Quality over quantity. Let your audience know exactly what you want them to do with your CTAs. The goal is to give the customer down one clear path to move forward, your path.
- Display high quality actual vehicle images shot in proper light from appropriate angles. Never. Use. Stock. Photos. Check out CAR360 which generates smooth 360° spins from any smartphone
- Run a VOC, or voice-of-customer, which is a market research technique that focuses on customers’ wants and needs, then prioritizes them into a hierarchical structure. VOC is actionable data that includes your target market’s desires, pain points, preferences, expectations, and aversions. Once VOC data has been captured, it can then be used effectively to create copy and content for a lean VDP converting machine.
- Exclude anything unnecessary and/or distracting info on the VDP, but don't leave out any of the little details a customer might be hungry for. Feed them important information like MPG, extra exclusive features, how many miles the car has- that will move them down the purchase funnel.
- Add a loyalty reward program, every car needs service and routine maintenance. Check out how Brandon Honda utilizes an Advantage Club Preferred Card.
- Don't forget to show them the exterior. Try out 360-degree views, customers want to know what's inside!
- Test different layouts and A/B test your VDPs. Change the CTA text, location or size and color of your buttons. Just a tweak with the placement of a key visual element might lead to a significant increase in lead conversions.
- Don't forget about retargeting. Revamping a VDP page will increase conversions and lower your bounce rate. Although, that might not be enough, because not everyone knows what they want. Check out, intice® boost. When a visitor leaves your website without converting to a lead, the Boost Retargeting Platform is engaged. Showing your visitors relevant ads as they browse other websites on the internet.
We Can Help
Going back to my health analogy, you could say that customers gorge on content when searching for a car online. It's imperative to bridge the gap between their online knowledge and research with the information you display on your VDP.
Focus has always been on strictly converting that anonymous online visitor into a lead which has resulted in this infobesity epidemic- of so many options for customer to fill out a form. Although lead conversion is necessary, remember experience is everything. If you give a customer a tasty and digestible experience - even if they don't fill out a form online - it will ultimately drive the customer to your store.
If you’d like to learn how to not only manage—but leverage—your VDP weight to convert more leads and provide a better user experience, let us know. We can help.