Manage what you cant see Monitor SRPs and VDPs Need for pixel proficiency
7 What are SRPs? Search Results Pages
8 What are VDPs? Vehicle Detail Pages
VDPs are controlled by SRPs We absolutely need to understand these new metrics SRP Drive By Traffic = VDP UP =
How many VDPs should we have? Are we on track MTD? What is our conversion ratio? Can we answer the most basic questions?
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 10,000 VDPsSales 100 =
13 Dealers Control Their VDP Destiny
14 Cars are like children.
15 Each one is unique.
16 SRPs VDPs Conversion % % % Toyota Land CruiserBMWJeep Commander Listening to Your Cars
17 Tactics for turning your dealership into a VDP Factory Generate more SRPs 1 There are 3 factors Convert more SRPs to VDPs 2 There are 4 factors
Drive more SRPs Placement Price Inventory
Convert more SRPs to VDPs Good thumbnail Photo bait Compelling Notes Right Price
Vehicle Inventory Page Make/ Model Days in Inventory Body Price / % to Market Market Days Supply AutoTrader Cars SRPVDP % Conv. SRPVDP % Conv Toyota Land Cruiser Odometer: 32, D Sport Utility Color: White $55,293 97% % % 2002 BMW 540 Odometer: 103, D Sedan Color: Gray $11,500 98% % % 2009 Jeep Commander Odometer: 24, D Sport Utility Color: White $18,900 99% % % Your cars are talking, are you listening?
21 Actually make it work Profitability
22 OCT NOV DEC JAN FEB SRPs BY MONTH Monitor SRPs and VDPs 500, , , , ,000
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?
26 Compact Intermediate Luxury Luxury High Luxury Sport Sport Subcompact Compact Intermediate Large Luxury Classic Large SmallFull SizeSmall 0% 6% 24% 18% 12% CAR SUV TRUCK VAN Your DealershipYour Live Market
Thank You John Griffin Vice President, Performance Management AutoTrader Group Software Division