VDP: What's the average length of shopper's visit?

[Sharko]

I was just talking with a vendor, and he said that the industry average VDP viewing-time is 1 minute and 8 seconds.

I'm gonna go check GA for a couple stores, but wanted to drop it here first. Can anybody comment on this? He said that luxury models have a slightly longer VDP but only slightly. Thanks.

 

[joe.pistell]

What matters is not is an outside number, but what your numbers look like, month over month and year over year.

 

[joe.pistell]

There's a truck load of variables that influence the time on VDP. Off the top of my head...

All of these influence shopper behavior
-Your Franchise Persona(i.e. jag beats buick all day long)
-Your Franchise Inventory Complexity Profile (Honda has a few models, trims & options, Chevrolet has a 100x more)
-# of units on the ground, which includes...
----% of identical yr/make/model/trims/colors
----Used Car to New Car Ratio
-Site Design (overall)
-Search UI Quality
-VLP Design Quality (i.e. clutter)
-VLP/VDP ratio
-Stock Photo Ratio
-VDP photo size
-Photo Quality
-VDP design quality
-Site Speed

Outside elements can swing VDP stats
-Competition
--Your Local Competition
--OEM Competition
-OEM Incentives (yup, throw an extra grand on the hood and you've got more energized shoppers)


There's more, but you get it. Welcome to my world...

HTH
Uncle Joe

 

[craigh]

There's more, but you get it.

All stores below are Canadian stores form various parts of Ontario.

Client 1 - Average 35 Photos / Vehicle + Custom Walkaround - Hyundai
Used: 1:27
New: 0:55 (no photos)

| Bonus:
| Used Genesis: 1:58
| Used Sonata: 1:31
| Used Accent: 1:37
| Used Santa Fe: 1:13

Client 2 - Average 20 Photos / Vehicle + Generated Photo Slideshow Video - Ford
Used: 1:36
New: 1:32 (20 photos / vehicle)
Bargain: 1:28 (6 photos / vehicle)

Client 3 - Average 35 Photos / Vehicle - No Custom Walkaround - Toyota
Used: 1:34
New: 1:27 (no photos)

AutoTrader.ca Client 1 - Average 20 Photos / Vehicle + Generated Photo Slideshow Video - Toyota
Used: 2:33
New: 1:47 (6 photos / vehicle)
Certified Used: 2:27

AutoTrader.ca Client 2 - Average 20 Photos / Vehicle + Generated Photo Slideshow Video - Lexus
Used: 1:56
New: 1:43 (no photos)
Certified Used: 1:59


Summary: https://docs.google.com/spreadsheets/d/1HQ9cO0lKlt4HTwQJ7X1CXI5lav81Pwy0QXm8zg8PPls/edit?usp=sharing

 

[Sharko]

What matters is not is an outside number, but what your numbers look like, month over month and year over year.

Very true, Joe.