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Manufacturers, your dealer network’s online presence can make or break a buyer’s decision.
With 95%¹ of consumers starting their vehicle search online, effective merchandising is critical. Elevate your entire network with data-driven strategies from our Performance Program.
Here’s how:
1. Use Real Inventory Photos
Encourage dealers to use actual photos of vehicles, as 80%² of consumers prefer real images with information overlays. This builds trust and provides a more accurate representation of the vehicle.
2. Add Interactive and Engaging Content
Interactive elements—360-degree views, video tours, and detailed feature breakdowns—significantly boost customer engagement. Car shoppers spend 91%³ more time on Vehicle Detail Pages (VDPs) with dynamic content, increasing the likelihood of conversion.
3. Maintain Consistency Across Dealerships
Ensure consistent new vehicle features and pricing across the dealership network. It strengthens transparency, reduces buyer confusion, and improves⁴ conversion rates by building trust.
4. Simplify Calls-to-Action (CTAs)
Guide your network to simplify CTAs such as “Schedule a Test Drive” or “Buy Now” to avoid overwhelming shoppers. Clearer CTAs on dealership websites can boost conversion rates by up to 30%⁵, helping customers focus on key actions.
5. Strategically Enhance CTAs
CTAs that are unclear or poorly placed confuse customers and disrupt their shopping journey, leading to missed conversions. Strategically placed CTAs can increase conversion rates by up to 202%⁶.
6. Prioritize Mobile-First Design
Mobile traffic accounts for over 80%⁷ of dealer website visits, making poorly designed mobile sites a major turnoff that drives customers away. A mobile-first design ensures easy navigation, clear CTAs, and quick access to product details, keeping customers engaged and driving conversions.
Optimize your entire network’s digital customer experience with our Performance Program to streamline the sales process. You’ll leverage our expertise and enhance how your dealers merchandise their offerings.
Looking for more insights? Visit BLVD’s article Capturing the Sale: How Great Merchandising and Photography Fuels Automotive Success
Sources
¹ Google, Automotive Shopper Study, 2017
² TurnTo Networks / Ipsos, Hearing the Voice of the Consumer: UGC and the Commerce Experience, 2017
³ Impel, Automotive Digital Engagement Study, 2023
⁴ McKinsey, Cracking the Code on Automotive Omnichannel Sales, 2021
⁵ DealerOn, Conversion Rate Optimization, 2024
⁶ HubSpot, 15 Call-to-Action Statistics You Need to Know About to Increase Your Conversion Rate, 2020
⁷ Digital Dealer, 5 Predictions for Automotive Websites, SEO, and Pay Per Click for 2024 and Beyond, 2023