VDPs are still the Number One Target

The ebb and flow of buzzing topics in automotive digital marketing shows that discussions about vehicle details pages go in cycles. Sometimes, they’re the top focus. Many get bored of hearing about how important they are so they disappear from the discussion for a little while. As dealers continue to consider new marketing techniques and innovative technologies, the flow always returns to VDPs… as it rightfully should.

It has been demonstrated on numerous occasions that the more people you get to vehicle details pages, the more cars you’ll sell. It’s not a complicated concept – VDPs are where the “magic” happens. Of all of the pages on a website, VDPs represent the most likely point at which consumers start to take mental ownership of your cars. Once they start seeing live vehicles rather than the hypothetical vehicles they see on research, financing, or specials pages, they are more inclined to picture themselves behind the wheel. They imagine how it would affect their lives to own this car. They can see every aspect of the vehicle from images, specs, and videos.

It’s the launching point from which they will most likely act.

We put a ton of emphasis on vehicle details pages. Our search and social products center around them. It’s not because it’s easy; optimizing or driving social visitors to other pages of a dealer’s website is much easier than getting them to the VDPs directly, but it’s worth the effort to put your future customers in front of their future cars.

In 2014, the most successful dealers will be the ones that emphasize their VDPs and push as much consumer traffic to them as possible. This is why we’re partnering with cutting edge companies like Lotlinx, KonigCo, and ROI-Bot. It’s why we’re continuing to pursue partnerships with vendor partners that “get it” when it comes to really helping dealers to sell more cars today.

We post a ton of articles that are designed to help dealers gain a better understanding of modern marketing practices, but if there’s a single piece of advice that universally works, it’s that dealers who put more eyeballs on their inventory will be the most successful. It’s as simple as that.