I’ve always considered a dealership’s home page to be the most critical page on the site. It makes sense right? Most people enter on the home page and my mom always told me, “you only get one chance at a first impression.”
Mal Kenney disagrees. I recently attended a presentation by Kenney, Van Tuyl Digital Marketing Manager, on the state of digital marketing in automotive. Kenney and his team deploy more than a million dollars per month in search and see almost 5 million monthly visitors across their dealerships. So he knows a thing or two about dealership websites, and he says that mom and I are absolutely wrong.
Mal shared research that strongly suggests the best predictor of website conversions is the number of Vehicle Detail Page (VDP) Views per visitor session. That may not be super surprising, but let’s dig in and consider what that really means.
When looking at VDP views against conversion rate, the correlation is undeniable. His study showed:
A 0.14 increase in VDP views per customer corresponded to a 62% increase in conversion rate. Real talk: Visitors who view more VDPs are more likely to call, email, or chat.
Why? These visitors:
- Are more engaged and interested.
- Have been exposed to more of your inventory and are more likely to find something worth converting about.
- Are low funnel shoppers which often means previous research and a desire to learn more about a specific vehicle / features