Generate More Used Car Leads with these VDP Best Practices
In light of recent year’s events, online shopping has, without a doubt, become more of the status quo. With the increase of potential buyers browsing online, digital shopping carts have their work cut out for them. That being said, dealers’ automotive marketing ideas should be timely and well monitored. More specifically, with the shortage of new vehicle inventory in mind, dealers’ used car marketing strategies should be of the utmost importance. It is critical for dealers to include the necessary details on each and every used vehicle details page, or VDP, to ensure a quality user experience. Listed below are three best practices to increase leads and conversions, and improve one’s overall automotive digital marketing presence.
Include a free vehicle history report
The free vehicle history report would be a quick, transparent way for the potential customer to view accident history and previous owner history. According to Kirsten Von Busch, Director of Product Marketing at Experian, a massive consumer data analysis company, Experian completed a case study that explored millions of online vehicle listings and months of data. Kirsten concluded that this history report should include accident history of the car as consumers are without a doubt looking for this. On the 2022 NADA Show, Kirsten stated, “VDPs that have a free vehicle history report (FVHR) convert at a 27% higher rate than those without this report. In the event the consumer actually clicks on the report, according to Kirsten, they convert at a 318% higher rate. Not only do leads convert at a higher rate but sales as well.” Adding to this, dealers should be sure to make this information free and readily available at the click of a mouse, or press of a button, as some consumers favor starting the buying process right from their own smartphone.
Include real vehicle photos - not stock photos
Remaining consistent with the theme of being honest and transparent with shoppers, dealers should only include real photos of the vehicle being sold for that specific used VDP. Simply put, potential buyers should be able to see the car that they’re interested in, and possibly about to purchase, as this is usually a big investment. According to Dealer.com, using real, transparent photos tends to cause shoppers to remain on VDPs longer than they would if stock photos were being used; real images increase the likelihood of getting a lead by 40% for used cars.
Use clear calls to action (CTAs)
Calls to action (CTAs) refer to the buttons normally placed on VDPs, preferably with minimal text, that, once clicked, will lead the visitor to a new landing page or reveal new, desired information on the very same page. While CTAs are important to have on VDPs, dealers should not crowd their pages with them. This may end up looking messy, and it may even overwhelm the potential buyer. Noah Lee with Dealer.com even goes on to state that having too many calls to action actually decreases one’s conversion rate. However many are decided on, the ideal buttons should have a clean design, and should pop, or stand out, to the viewer. One recommendation for placement would be next to, or right underneath, pricing breakdowns (if given). Relevant CTAs placed here could prompt the visitor to ‘Confirm Availability’ for the desired vehicle (as Dealer.com recommends) or ‘See Financing Options’. CTAs are an excellent way to lead shoppers to new information while also keeping them on the dealer’s website.
Need a team of professionals that can help steer you in the right direction when it comes to selling more used vehicles? Reach out to The Moran Group today so we can start helping you with your used car marketing!