product pages are not everything in automotive
DESCRIPTION
These slides explain the importance of why you must offer written content on your website. On page structure is important for SEO, but SEO today is only accomplished by humans answering questions for other humans. When I go to the google bar and ask a question, I am looking to get an answer, the best answer from another human. These slides compare what the rest of e-commerce is doing to automotive.TRANSCRIPT
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
