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Conversion testing is the best way on VDP's.  We use event triggers to attach to our goals.  There's also tools out there that will allow you to add your phone calls to your Google Analytics.


As for actually testing the pages, I would go with user testing.  There's a few good websites out there that will allow you to hire people to go through your site, and follow specific instructions like "look at the home page for 10 seconds, and tell me what you think the site is about," or "try to find a used car that gets good gas mileage."  I'd rather get an actual usage video than try to guess with a heat map, but that's just me.