Today’s average auto buyer only comes into one or two dealerships before they decide on which vehicle they’re going to be driving home in. The hours of comparisons and shopping models, packages, and options hasn’t vanished. It has moved somewhere else. Modern consumers spend hours online researching various dealerships’ vehicle display pages.
If you want to bridge the gap between online shoppers and in-store customers, you need to make your cars stand out with compelling and informative vehicle display pages.
By the time the customer reaches your VDPs they usually have their search narrowed down to a handful of vehicles at an even smaller amount of dealerships. The quality of these VDPs and how well they display the car are major factors influencing their decision on which dealership to go with.
Here’s what the modern consumer is looking for when they shop vehicle display pages.
Information-age consumers are used to every aspect of their online experiences being specific to them. This makes them impossible to reach with generic vehicle descriptions. They want more than a broad overview. They want details about what makes your car unique.
Make sure to highlight any interesting feature or tech packages the vehicle may have. Justify the price by showing what makes your car stand out from similar models. Try to predict what questions consumers will have, and use your VDPs to answer them.
Transparency and accuracy the key to building trust in today’s auto market. Make sure the information is thorough and correct.
Visuals are another important component of your VDPs. Great vehicle photos make a huge difference, but they won’t do much good if the page is poorly designed. The page should be easy to take in, simple to navigate, and visually attractive. The organization of the page is almost as important as the information on it.
Online shopping isn’t just done on desktops anymore. In fact, 51% of consumers said they used a smartphone or tablet in their vehicle shopping process, and this amount is only increasing.
If your VDPs look great on desktop but miserable on mobile, you’re missing out on a significant share of the market. Make sure your VDPs are optimized for all screen sizes.
MAXDigital’s innovative automotive merchandising platform includes MAX for Website, a tool designed to enhance the design and content of your vehicle display pages. MAX optimized pages give customers:
Schedule a demo of our platform to learn how we can help you create compelling and informative VDPs.