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 • Responsibility to attract them
The Case for Classified Advertising Used car shoppers look for the car first
The Case for Classified Advertising Used car shoppers look for the car first and the “deal” second.
SRPs Search Result Pages VDPs Vehicle Display Pages VDP Conversions
Need for “pixel” proficiency • Manage what you “can’t see” • Monitor SRPs and VDPs
What are SRPs? Search Results Pages
What are VDPs? Vehicle Detail Pages
We absolutely need to understand these new metrics = SRP Drive By Traffic = VDP “UP” VDPs are controlled by SRPs
Can we answer the most basic questions? • How many VDPs should we have? • Are we on track MTD? • What is our conversion ratio?
Conversion Benchmarks 2.5%* from SRP to VDP 3.5%* from SRP to VDP *These are estimates. Subject to market and site conditions.
VDP is the Money Metric VDPs Sales 10,000 = 100
Listening to Your Cars Toyota Land Cruiser BMW Jeep Commander 240 560 90 8 10 60 3% 1.8% 55% SRPs VDPs Conversion
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
Drive more SRPs • Placement • Price • Inventory
Convert more SRPs to VDPs • Good thumbnail • Photo bait • Compelling Notes • Right Price
Your cars are talking,are you listening? Vehicle Inventory Page
Profitability Actually make it work
Monitor SRPs and VDPs SRPs BY MONTH JAN DEC NOV FEB OCT
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?
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
Thank YouJohn GriffinVice President, Performance ManagementAutoTrader Group Software Divisionjgriffin@vauto.com1.630.267.5161