It’s becoming a hot topic: the debate over whether a custom-built landing page or a vehicle display (or details) page (VDP) brings in more traffic and conversions on a website. While both certainly have their merits, here’s why we think that having specific vehicle landing pages are key to converting viewers to customers.
Why Landing Pages are So Important
The Traffic Institute reported that 70 percent of people are undecided when they start the vehicle shopping process. The addition of specific information to your website—in the form of informative, interesting landing pages—creates an opportunity for personalized service and recommendations.
General traffic will flow in and out of your website daily, but when viewers are targeting your landing pages, it’s a sign that they’ve gone beyond browsing and want to dive deeper into the model in question. While a VDP is a good way to display a lot of information about a specific model, it can be a bit overwhelming to look at for someone who might not know much about the specifics of cars (such as the engine or transmission type along with the stock and VIN numbers).
A custom-built landing page displays the vehicle information in a consumer-friendly way—with conversational, narrative paragraphs that tell the reader the features and benefits of a specific model, and how it would fit into their lifestyle. A Jeep Cherokee page, for instance, might talk about the fantastic off-roading capabilities it has, along with its roomy interior perfect for fitting friends or luggage for those who love to take adventures.
Customers want to see your website updated to include specific pages about each car available. Having current information in a format that is easy—and even fun—to read helps them make decisions before even stepping onto the lot; and with carefully placed feedback tools such as a “Contact Us” section at the bottom of the page, you can start working with customers via the web or by phone before meeting them in person.
“By 2020, growing digitalization and advancements in technology will have increased the automotive industry investments to $82 billion,” Forbes writer Daniel Newman noted.
Customers are seeking a digitally-enhanced experience from start to finish when shopping for a vehicle, Newman explained. This includes all stages, from conducting research before buying to making a purchase, and later on when they are operating or repairing the vehicle.
So What’s the Verdict?
A landing page can influence car shoppers by being an essential marketing tool, working to help finalize sales and generate regular website traffic. Customers want products that work for them—the more detail and specificity you can provide, the better off you’ll be. Individual landing pages not only help customers hone their decision-making process, but also allow dealers to learn more about the sales funnel so you can improve your tactics. They also make for a softer landing for customers visiting your site.
Show your work.
We took a moment to check out our landing page design traffic performance against a dealer’s VDP page performance and the proof is definitely in the pudding! Check this out…
Above is a screen shot comparing the organic traffic of a VDP for a Mazda CX-5 and a custom landing page that Dealer Authority built for the same model. As you can see from above, the bounce rate is 7.14%, with 5.32 pages per session and a session duration of 4 minutes and 10 seconds. The landing page far outranks the VDP in traffic performance.
Interested in custom-built landing pages for your dealership’s website? We’ve got you covered! Give us a call today to see exactly how our strategy will work for you.