Much like traditional phone and email leads, many dealerships still hail vehicle detail page (VDP) views as one of a small handful of metrics used to calculate ROI. But it’s what shoppers do after visiting a VDP that really matters. Whether a consumer finds your store’s address without making contact, reads online reviews about the dealership or picks up the phone to confirm current inventory, VDP volume in isolation only tells part of the story. Given the importance of the additional online touch points connected to VDPs, we looked at how related actions affect interaction with dealerships on Cars.com.
Shoppers who visit these three key sections of Cars.com in conjunction with VDPs are more likely to engage with your dealership. In other words, VDPs are an important factor in getting on a shopper’s radar, and related points of influence can help you stay on it while they’re narrowing down their options. By having strong, current Dealer Reviews, in-depth content on your Dealership Profile Page and highlighted Special Offers, you show customers a complete package, which increases your influence on consumers.
Rather than looking at VDPs as a single metric to determine value, use them as a diagnostic tool to understand how shoppers are interacting with your dealership, both on marketplace sites and your own website. If you’re not merchandising effectively – if you’re not giving consumers the photos and context they need to choose your dealership – you’re likely to see a drop in conversions connected to the VDP, such as Search Result Page views to VDP views, direct customer contacts (e.g. map views, URL transfers, phone calls) and view through traffic to your dealership website.
To learn more about how shopper behave, take a look at our 7 Digital Sins of Attribution ebook.