What is the ideal car-buying experience? For many, it starts with scrolling through vehicle detail pages (VDPs) from the comfort of their couch, comparing photos, prices, and models, reading descriptions, and idealizing their perfect ride. This is most likely all done before even stepping foot into the dealership.
But before you list your inventory, are your VDPs digital-ready? We know they’re basic—but basic isn’t a bad thing when it acts as the customer’s first touchpoint. Since they are doing more research online now than ever before (around 63%), an engaging, informative, and well-optimized VDP is what will capture attention and turn shoppers into real dealer leads.
In a UX-focused world, all eyes are on your VDP mobile experience. Is it flexible? Your customer action results will be the judge of that.
1. Feature High-Impact Custom Photos
Photos create that vital first impression and can heavily influence a buyer’s decision. High-quality images show the vehicle’s features and evoke emotional responses like “That car’s comfortable seats and roomy interior are perfect for us and the kids” or “Is that a scratch on the door? I hope it’s just a reflection.”
Engaging visuals causes longer listing views, with potential buyers spending more time on VDPs that show photos they like. Make sure to include recent, high-resolution images of both the exterior and interior, capturing full shots and close-ups from various angles.
Transparency helps customers feel informed and confident and increases lead likelihood by 30% for new vehicles and 40% for used ones. But stock photos won’t cut it; buyers want to see the actual vehicle being sold. If there are any imperfections, be honest with photos and descriptions.
2. Wow Them With 360-degree Views
Interactive views appeal to visual learners and the average attention span. They let customers check out every angle of a vehicle, helping them feel confident about their choices—even if it means driving 500 miles for the right ride.
Add tools like Lotlinx Showroom to optimize your VDPs into engaging ones. The payoff? Customers are way more likely to interact and click “buy.”
Dealerships using 360-degree spins see more views and happier, interested shoppers. Here’s some research from this Dealer Image Pro survey:
- Nearly 90% of consumers find virtual walk-around videos essential for vehicle research.
- Only about 15% of dealers currently use full-motion video in their VDPs.
- 71% of dealers want to improve video quality.
- 66% are actively seeking better production partners for video content.
- 82% of dealers know to include 360-degree spin videos in their merchandising.
- 58% of consumers believe seeing all angles of a vehicle is critical in their buying decision.
3. Share the Honest Details They Actually Care About
Craft descriptions that truly resonate. A standout vehicle description should be concise yet informative, painting a vivid picture without overwhelming the reader. Show the vehicle’s key features using clear, relatable language that speaks directly to your target demographic. For example, if marketing to families, frame the vehicle as “an ideal choice for safety and comfort during family road trips.”
But honesty is everything. Buyers appreciate transparency regarding a vehicle’s history and condition. When you gain trust and credibility, you encourage more dealership visits. Using bullet points for essential specifications, blended with a more narrative approach for storytelling, will keep your descriptions engaging. Your main prerogative: captivating buyers’ attention and motivating them to take the next step in their car-buying journey.
4. Offer Detailed Incentives and Discounts
Let’s talk pricing—an essential part of the car-buying experience (this means we can’t ignore it). Your VDP should clearly show all available incentives and discounts. By breaking down pricing in a straightforward way, you can alleviate any concerns for cautious shoppers and keep them engaged.
Be open about your pricing approach; if you’re willing to negotiate, let your customers know how low you’re willing to go. If OEM rules restrict you from displaying prices below invoice without customer info, think about using an instant ePrice tool like Lotlinx Showroom. This lets you gather important customer details while giving interested buyers exclusive pricing.
Lotlinx Showroom is Always Optimizing, So You Don’t Have To
Lotlinx Showroom brings vehicle detail pages (VDPs) to life by creating mobile-friendly experiences that are ready for today’s savvy car buyers. We focus on highlighting the most important actions so your customers can easily browse your inventory and engage with it, no matter the device. This means a smoother shopping experience that keeps potential buyers interested and excited about finding their next vehicle.
What You Get:
- Optimum usability on smartphones for easy navigation and exploration.
- Up to 5x the conversions from their VDPs, thanks to targeted technology that presents specific cars to interested buyers.
- Accessible test drive scheduling, ePrices, and live chats that make connecting easy for shoppers.
- Continuous VDP optimization that gives dealerships meaningful ROI strategy-moving data.
To learn other great VDP optimization examples or to book a demo, click here.