Honest assessment:
Photo quality is on par with the competition. It is not substantially better or worse. I would like a photo booth to take things up a notch, but it's not in the cards.
Both new and used vehicles get photographed. We are at roughly 75% of new units photographed. 100% would be better.
Vehicle Options - New cars: 99.95% accurate. I do them myself, and I am thorough to a fault. *So* important. Used Cars: Probably 80% accurate. We could do better there.
Quality comments on VDP's: Better than many, not as good as some.
Price Display: Due to state law, the only approve manner to display pricing is like so:
MSRP
Discount
Sale Price (pre-rebate)
Rebate
We aren't allowed to display a Sale Price / Today's Price / Etc that includes *any* rebate. It's awesome and super not confusing for customers.
Specials - we only do OK.
So yeah, there are things on our current site that could improve for sure. But year over year as I watch traffic go up, I watch VDP's go down, leads go down, calls go down, sales go down.
If fewer and fewer customers even make it to the VDP's where most of the "difference makers" live, then I'm not sure how powerful those items are. Sure, I guess I could clutter up our SRP's with all sorts of information, but that's not great for customers either.
