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INTERNET GUY

Your Vehicle Details Page Worst Enemy

One of the most important pages on a dealerships website is the vehicle details
page. It is to me, where the action happens. And I am all about action !
Think about each piece of inventory…. it has it’s very own place on the web.
Unlike on your lot, where it is parked in a slot next to and among other vehicles.
The VDP is that vehicles place to shine, to stand a part, to shout from the roof
top… “take me home ” ! In addition, you have A LOT of VDP’s ! Those individual
vehicle pages make up the lions share of your digital foot print.
I am inclined to think that this page, this place on your website should be your most
optimized, looked over and thought out page on your website.
The star of your website has an enemy. An enemy that wants to bring it down.
To tarnish it, discredit and keep it from performing.
That enemy is You. ( now you knew that was coming )
Here is how it is you. And if the shoe fits, get out of it right away.
1. You think a description is a list of options. Or a partial list at best. A description
of the vehicle is thought of as a chore and one that is passed around or forgotten.
When it should be the story of that vehicle. A tale of how that vehicle will fit into
someones driveway and budget. My favorites are gained from the previous owner.
That’s right, when a vehicle is traded in, we ask the owner to tell us a little about
their car and that info is passed along to the VDP. Making for a killer story !
2. Every inch of the page is filled with calls to action. Busy text boxes and odd buttons
encouraging a visitor to click here, check this box and do it now. All fighting for attention
and all diluting the main action wanted on your website. You allow third parties to take
over your page and assert themselves and their pop ups or a pop under. That drive
visitors away and send them shopping somewhere else. You do this instead of offer
a few logical next steps that includes a click to call. Keeping it simple and only a few.
3. Pricing on your VDP is missing and that is OK with you. Big deal, they will call right?
Duhhh. Nope. Not. They will think that it is out of their price range and move on or
lets say they do call, the number they were expecting never matches what you would
tell them. And missing an expectation is a bad way to make an impression. No price
means you are hiding something. This is backed up and made to be the True-True when
they do inquire on the price and you do not give it to them. For what ever reason, to this
visitor you are hiding something terrible. So show the price… always.
4. Proud you are that you have 4 pictures of the vehicle online or even more defective, you
have stock photos. And it’s OK with you. Photos and lots of them are very compelling to
a visitor. Beyond the four corner of the vehicle, include pics of trim level badges, functioning options and on used cars, the battery. Show the condition of the vehicle, warts and all.
Visitors spend the majority of their time looking at pictures. Going back and forth and
considering your vehicle. Give them plenty to look at to think carefully about. Without
pictures or stock photos most visitors will not even visit a vehicle detail page. And both you and them will miss our on all the action !
Time to get your face off the wanted poster. Make the most visited page on your website
a place that visitors have a truly great experience.
Thanks for reading, I appreciate it.

Oh, enjoy this !  I need more cowbell !

A Little More VDP Action from Tom the Internet Guy

 

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