What features should be included in a performing VDP?
Here are the many that most VDP's try to include...
Photos, Vide0, Pricing, History Report, Conditions Report, Text descriptions, vehicle features and optional package, Owners Manual, Online Brochure, Testimonials, Vehicle location (especially for groups, Vehicle awards and accolades, Alternative (like) vehicle selection, Legal disclaimers. Other stuff like interior and exterior 360-degree views, safety information, safety ratings, fuel performance ratings, environmental ratings and comparisons, and information about the store and its policies.
Lets not forget, what we think to be the most important - the CALL TO ACTION.
Referencing to my comments around a discussion with Dave Page from eDealerProcess on linkedin (see screenshot above), I believe the VDP is essentially a landing page and should be treated like one, especially above the fold. IMO too many website services in our industry like to vomit all over the VDP with too much information (or on the wrong area of the page), while including too many PRIMARY call to actions.
We only have ourselves, to blame for this mess. We've tried our damnedest to turn the VDP to become a "lead whore” by including every possible call-to-action, hoping to increase the chances of a lead capture.
Have we placed too much focus on the lead form capture?
I’m NOT saying the VDP shouldn't focus on lead submission. I’m saying it should focus on the EXPERIENCE first. What influences your customer to engage, what persuades them to want to take action? Why does the forum submission have to be the only supporting performance metric we place value on?
So I ask you - What is the ULTIMATE Dealership website VDP?
Tell us, Share it or Show Us - but don't vomit on our post with your vendor-focused screenshots. If it's not dealer and community focused we'll delete it. Behave. Also - for the full article around this, you can find it here.
Here are the many that most VDP's try to include...
Photos, Vide0, Pricing, History Report, Conditions Report, Text descriptions, vehicle features and optional package, Owners Manual, Online Brochure, Testimonials, Vehicle location (especially for groups, Vehicle awards and accolades, Alternative (like) vehicle selection, Legal disclaimers. Other stuff like interior and exterior 360-degree views, safety information, safety ratings, fuel performance ratings, environmental ratings and comparisons, and information about the store and its policies.
Lets not forget, what we think to be the most important - the CALL TO ACTION.
Referencing to my comments around a discussion with Dave Page from eDealerProcess on linkedin (see screenshot above), I believe the VDP is essentially a landing page and should be treated like one, especially above the fold. IMO too many website services in our industry like to vomit all over the VDP with too much information (or on the wrong area of the page), while including too many PRIMARY call to actions.
We only have ourselves, to blame for this mess. We've tried our damnedest to turn the VDP to become a "lead whore” by including every possible call-to-action, hoping to increase the chances of a lead capture.
Have we placed too much focus on the lead form capture?
I’m NOT saying the VDP shouldn't focus on lead submission. I’m saying it should focus on the EXPERIENCE first. What influences your customer to engage, what persuades them to want to take action? Why does the forum submission have to be the only supporting performance metric we place value on?
So I ask you - What is the ULTIMATE Dealership website VDP?
Tell us, Share it or Show Us - but don't vomit on our post with your vendor-focused screenshots. If it's not dealer and community focused we'll delete it. Behave. Also - for the full article around this, you can find it here.
