Maybe automotive VDP's are designed incorrectly?
Customers typically purchase a car only every few years, yet they shop online almost everyday.
Given this, shouldn't we consider applying proven e-commerce product detail page CRO best practices to our VDPs to optimize conversion rates?
Here's a sneak preview of a new project I'm working on launching that uses this e-commerce framework I call ATIDFRAA.
Attention:
- Strong value proposition - vehicle comes with..
- Trust and credibility - reviews
- Social proof - # customers approved this month
- Imagery - carousel + vertical photo grid
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Much like an e-commerce product detail page, there is an accordion with all of the product details
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With the most searched for features highlighted:
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Transformation:
How easy it is to buy
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Interest:
Features & benefits
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Desire:
Make users desire the car using social proof: reviews + user generated content
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Reassurance:
Compare to competitors, make them feel good about their choice in vehicle and dealer
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FAQ:
Address common objections and frequently asked questions that may inhibit conversion
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Alternatives:
Offer alternatives to make the most of the product detail page click
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Action:
Always visible (bottom sticky bar) primary CTA
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