Most marketing agencies would consider a dealership’s home page to be the most critical page on the site. I mean if you think about it, it makes sense right?  Most people enter on the home page and as my grandma always told me, “you only get one chance at a first impression.”

Well, being a BIG DATA guy, after reviewing over 20 million dealership visits, I respectfully disagree. My research strongly suggests the best predictor of website conversions is the number of Vehicle Description (or Detail) Page (VDP) Views per visitor session.  That may not be super surprising, but let’s dig in and consider what that really means.

When looking at VDP views against conversion rate, the correlation is undeniable. 

A 0.14 increase in VDP views per customer corresponded to a 62% increase in conversion rate. The bottom line is visitors who view more VDPs are more likely to call, email, or chat.

Why?  These visitors:

• They are more engaged and interested.
• They have been exposed to more of a dealership's inventory and are more likely to find something worth converting about.
• They are low funnel shoppers which often means previous research and a desire to learn more about a specific vehicle / features

If we can agree that more VDP page views are good, it stands to reason that having VDP pages that will keep your shoppers shopping is just as critical as the home page which starts their journey.

I could go on and on about displaying 20+ non-stock photos, giving accurate pricing, and using a great vehicle summary to increase and improve VDP conversions... but, I won’t because you already know that.

Instead, since we acknowledge the value of VDPs, I want you to read this document and listen to this snippet from a previous sales call, regarding Vehicle Description Pages and how Sales Fence turns EVERY search bar throughout the Internet, whether it's at a major search engine like Google, Yahoo, Bing, or a website like Autotrader, Cars.com, Edmunds, CarGurus, Kelly Blue Book, even competing dealership's websites, into a real-time lead generator for your dealership clients. So flipping cool!
 

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