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

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Presentation on theme: "Turning Cars into Stars Through Online Merchandising John Griffin Vice President Performance Management AutoTrader Group, Software Division."— Presentation transcript:

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

2 2 Mission: Deploy resources and expertise to attract customers. Most are online Dont automatically show up Responsibility to attract them The Case for Classified Advertising

3 3 Used car shoppers look for the car first

4 4 and the deal second. The Case for Classified Advertising

5 Search Result Pages SRPs Vehicle Display Pages VDPs VDP Conversions

6 Manage what you cant see Monitor SRPs and VDPs Need for pixel proficiency

7 7 What are SRPs? Search Results Pages

8 8 What are VDPs? Vehicle Detail Pages

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

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

11 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 12 VDP is the Money Metric 10,000 VDPsSales 100 =

13 13 Dealers Control Their VDP Destiny

14 14 Cars are like children.

15 15 Each one is unique.

16 16 SRPs VDPs Conversion % % % Toyota Land CruiserBMWJeep Commander Listening to Your Cars

17 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

18 Drive more SRPs Placement Price Inventory

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

20 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 21 Actually make it work Profitability

22 22 OCT NOV DEC JAN FEB SRPs BY MONTH Monitor SRPs and VDPs 500, , , , ,000

23 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?

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26 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

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31 Thank You John Griffin Vice President, Performance Management AutoTrader Group Software Division


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