1. Bring important details above the fold.
On most VDPs, features are hidden down below the ‘fold’ of the webpage in a jumble of text that’s hard to decipher. Lists of features aren’t prioritized in a meaningful way and the things that really set a vehicle apart aren’t made clear to the average consumer. Be honest, how long do you think it takes the average shopper to figure out why one car is priced higher than another one that appears to be the same exact thing?
Answer: Too long. So long, in fact, they’ve probably bounced off your site before they’ve even had the chance to.
2. Provide an interactive experience.
Put your shoppers in control of their experience on your site by providing an interactive way to view your inventory. It’s no secret that people simply do not have very long attention spans. Most people bounce from a page after only a few seconds, so engaging shoppers who land on your VDPs is mission critical.
3. Let your shoppers experience as much of the buying journey as possible on your website.
Where do your best, most interested leads come from, your website, or some third party vendor? We’d be willing to wager on the former. That’s why it is so important that when shoppers come to your website, they don’t have a reason to leave. Clearly show them what make your dealership and the vehicle they’re interested in different from the competition. Provide them with the kind of experience that that will keep them from leaving your page. Once they’re gone, they’re much less likely to buy from you.
4. Use transparency to increase gross.
Today’s shoppers are doing everything in their power to avoid going to more than one dealership. Rather than fight it, align your interests with your shoppers. One of the best ways to do this? Be honest. Tag any blemishes or dings on your inventory. Show the vehicle from every angle. This will help shoppers know whether they’ve found the right car for them from the get-go. After all, wouldn’t you be upset if you went out of the way to see a car and take it for a test drive only to find out that there’s a deal breaker?
5. Measure everything.
Put on your white coat and start treating your dealership like a laboratory. Start putting in processes to measure everything about your website if you’re not already. Now, when you make changes to optimize your online sales funnel, you’ll really get an idea of the impact those changes are having.