product pages are not everything in automotive

Christian Salazar

mobile search, vdp, stats

VDP‟s. Conversion. Website

Traffic

Thank You For Waking Up..

@ChristianS82

WEBSITE KEY

PERFORMANCE

INDICATORS

• Time on Site

• Bounce Rate

• Pages per

Visit

• Goals

• Referral

Traffic

• Entrance

Pages

WHY VDP PAGES BECAME

SO IMPORTANT(OUTSIDE OF AUTOMOTIVE)

• Conversion Rate

• Cost per Transaction

• A / B Testing

• Average Transaction Value

• Days and Visits to Purchase

• Types of Users & Task

Completion

WHERE DID ALL OF

THIS COME FROM?

eCommerce Giants

• Hundreds of

Millions of

Dollars per

Day

• Hundreds of

Millions of

Page

Views per Day

AMAZON QUICK HIT STATS

• $74 Billion in Sales Last

Year

• $202 Million per Day in

Revenue

• Over 150 Million Visits per

Day

• Online Only

• Trusted, Fair Prices, Fast,

Convenient

60 ROOFTOP CAR

DEALERSHIP*Selling seven cars everyday; $30,000 average

transaction price; 500 visits per day• $4.6 Billion in Sales

• $12.6 Million per Day in

Revenue

• Over 30,000 Visits per Day

• In Person Only

• Trust Has to Be Earned

• Fair Prices? Fast?

Convenient?

WHERE CONSUMERS ARE

RESEARCHING

RESPONSIVE Makes Sense

WHERE OEMs WANT

THIS TO HAPPEN

DEALER PRINCIPLES LOVE

SHARING CAR BUYERS

WHERE 3rd PARTY LEAD

PROVIDERS WANT THIS TO

HAPPEN

“PAY ME!”

GOT „EM FOR ANOTHER 5K!

ANOTHER 5K? THERE‟S GOTTA

BE ANOTHER WAY.

VDP PAGES QUICK HITS

• Inconsistent from Dealer to

Dealer

• Extremely Difficult to Rank

• Confusing Calls to Action

• Not a Goal

• Information Overload

Ali Mendiola

Dealertrack

“VDP pages offer no guidance and give

the consumer too many options.”

“All of the buttons are the same” and that

dealers should “limit the amount of

information that is on the VDPs”

Scott Hernalseen from Autotrader. At The 2013 DrivingSales

Executive Summit, dealers must have a clear

merchandising and pricing strategy

that makes their vehicles stand out

from the competition.

FOCUS ON YOUR ENTIRE

WEBSITE & VDPs WILL

HAPPEN• Drive Traffic to Your Entire

Website

• Drive Traffic to Landing

Pages

• Drive Traffic to Blog Posts

• Drive Traffic to Content

Rich Pages

• Drive Traffic to VDP Pages

Pay Yourself!

ml350 vs X5

Toyota vs Lexus

Maxima Redesign

STOP JAMMING TRAFFIC

INTO VDP PAGES

VDP PAGES ARE ON AN

ISLAND ALL BY

THEMSELVES

WHAT ABOUT

OUR PAGES?

OPEN UP ALL LANES OF

YOUR WEBSITES

HOW DO I DO

THAT?

CREATE CONTENT TO GET

VISITS

TO YOUR ENTIRE SITEContent is Anything Created by a

Human for Expression, Marketing

or Publication

• Video

• Blogs

• Reviews

• Photos

• Press

Releases

• Landing

Pages

WRITERS

Build Your Brand

MORE VISITS.

MORE LEADS.

MORE SALES.

CONVERSIONS

www.dealerfire.com/whitepape

r

Driving SalesThe Nasty Truth About VDP’s

and Conversion Rate In

Automotive

@ChristianS82