- You've got 42 cars for sale.
- 1300 uniques = 42 shoppers per car p/month (that looks right)
1300 uniques = 30 uniques per car at 42 cars. That doesn't account for inventory turnover or anything, but as a simple figure it works.
@JoePistell has talked a great deal about Invisible Shoppers. I am looking for a way to give some of these shoppers an actual reason to reveal themselves a little.
This is the struggle we're all dealing with, but I have yet to find a lead format that does it for them.
We've been experimenting with incentives through RevUps, page exit prompts, hidden prices, get e-price and live chat.
What we found is that hardly any of them work, but the most successful thing we've seen is just driving them straight to some sort of "Make an Offer". Some dealers don't like it because it implies that the price they see isn't the "best price", but we get lots of contact information with people's offers and the sales people have scripts to handle lowballs, etc.
Which takes me to my heat maps. The hottest spot on any VDP is the forward arrow on the photos. Not even close. Next is the Payment Calculator, and then the Features Button.
Scroll mapping shows that I lose about 50% below the fold on my VDP's.
Pictures have always been #1 in our clickmaps. I've yet to see one of our VDPs have anything else.
If we add things like "more info" buttons that hide part of the comments they almost never get clicked, even if the comments are what we consider well done and informative. "Below the fold" is a variable thing now due to 1000 screen sizes, but we definitely find that users aren't scrolling much past the photos. Anytime we try to evaluate VDPs we always come back to the same three things that get results:
- Great photos. Not good photos, great photos. Not HDR, not edited, just real great raw photos.
- Trim / highlights. Most of my clients change Camry LE to Camry LE Heated Leather Seats Sunroof DVD Bluetooth because of AutoTrader, but we've found it works on the websites too
- Price
Don't get me wrong, comments/stories are also very important, but we find they function better as an index for searching than they do for actual reading. Typically we see less than 25% of customers read the comments in a measurable way.
The other thing I've learned: better photos and better trims will often reduce the number of leads.
Answer more questions, get less questions.
This is a thread about VDPs, right?
