Continuing our sequence on the 7 Digital Sins of Attribution, this week we’ll be discussing Digital Sin 3: Viewing vehicle detail page traffic as the gateway to sales.
Understanding the Vehicle Detail Page
Right up there with the lead, many have hailed the Vehicle Detail Page (VDP), as the ultimate indicator of digital marketing performance and advertising value. On most automotive websites, the VDP features one specific vehicle and provides shoppers with important information, such as photos, price and vehicle features.
It’s natural to assume that VDP views will drive sales. However, be careful when evaluating the effectiveness of third-party websites based on the volume of this metric alone. Every site – and its associated audience – is unique, so looking solely at volume of VDP views when comparing one site to another only tells part of the story. It’s like comparing apples to oranges.
An Effective Diagnostic Tool
Rather, we’ve found that looking at shopper actions associated with VDP views can give more valuable insight into the true effectiveness of your dealership’s online presence.
Many are familiar with the concept of VDP conversion – conversion from the Search Result Page (SRP) to the VDP and conversion from the VDP to a customer contact – but still fail to optimize where they have an ability to influence shopper decisions. By preemptively improving core vehicle merchandising metrics (i.e. percentage of vehicles with quality photos, price listed compared to market average), as well as related dealership branding metrics, like online review score, dealerships can positively affect both VDP conversion and volume. Only after your dealership is effectively merchandising will you see the full potential of any given online channel.
To learn how to optimize for a more holistic VDP experience, download our new ebook, The 7 Digital Sins of Attribution.