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Turning Cars into Stars Through Online Merchandising

Turning Cars into Stars Through Online Merchandising. John Griffin Vice President Performance Management AutoTrader Group , Software Division. The Case for Classified Advertising. Mission: Deploy resources and expertise to attract customers. Most are online. Don’t automatically show up.

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Turning Cars into Stars Through Online Merchandising

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  1. Turning Cars into Stars Through Online Merchandising John Griffin Vice President Performance Management AutoTrader Group, Software Division

  2. The Case for Classified Advertising Mission: Deploy resources and expertise to attract customers. • Most are online • Don’t automatically show up • Responsibility to attract them

  3. The Case for Classified Advertising Used car shoppers look for the car first

  4. The Case for Classified Advertising Used car shoppers look for the car first and the “deal” second.

  5. SRPs Search Result Pages VDPs Vehicle Display Pages VDP Conversions

  6. Need for “pixel” proficiency • Manage what you “can’t see” • Monitor SRPs and VDPs

  7. What are SRPs? Search Results Pages

  8. What are VDPs? Vehicle Detail Pages

  9. We absolutely need to understand these new metrics = SRP Drive By Traffic = VDP “UP” VDPs are controlled by SRPs

  10. Can we answer the most basic questions? • How many VDPs should we have? • Are we on track MTD? • What is our conversion ratio?

  11. Conversion Benchmarks 2.5%* from SRP to VDP 3.5%* from SRP to VDP *These are estimates. Subject to market and site conditions.

  12. VDP is the Money Metric VDPs Sales 10,000 = 100

  13. Dealers Control Their VDPDestiny

  14. Cars are like children.

  15. Each one is unique.

  16. Listening to Your Cars Toyota Land Cruiser BMW Jeep Commander 240 560 90 8 10 60 3% 1.8% 55% SRPs VDPs Conversion

  17. Tactics for turning your dealership into a VDP Factory 1 Generate more SRPs 2 There are 3 factors Convert more SRPs to VDPs There are 4 factors

  18. Drive more SRPs • Placement • Price • Inventory

  19. Convert more SRPs to VDPs • Good thumbnail • Photo bait • Compelling Notes • Right Price

  20. Your cars are talking,are you listening? Vehicle Inventory Page

  21. Profitability Actually make it work

  22. Monitor SRPs and VDPs SRPs BY MONTH JAN DEC NOV FEB OCT

  23. of vehicles with unacceptable time to internet? • of vehicles with no online price? • of vehicles with incorrect prices? • of vehicles that are not being published to all designated sites? • of vehicles without compelling descriptions? • of vehicles without quality photos?

  24. CAR SUV VAN TRUCK 24% 18% 12% 6% 0% Compact Luxury Sport Compact Large Luxury Classic Small Full Size Small Large Intermediate Intermediate Subcompact Luxury High Luxury Sport Your Live Market Your Dealership

  25. Thank YouJohn GriffinVice President, Performance ManagementAutoTrader Group Software Divisionjgriffin@vauto.com1.630.267.5161

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