Website Do's and Don'ts - Your "New Car Vehicle Details Page"... Make a Listing that Sells!
Today I would like to discuss a New Car vehicle details page. I am "picking" on the same Honda dealer near my home. All the screenshots are taken in order, from a random car listing on the site:
There's the rest of the car!!!! and the submit bottom for Emailing the dealer!
I like some who partners with Black Book? I guess so. More Credit Approval, more info, Name my price? Form is similar to the last except they added a text box for me to fill out "My Price." Test drive appointment picker, and a trade evaluation link the doesn't work - Goes to a 404 page (error).
The best is the vehicle description: "Email or call our Internet Department at xxxxxxxx to receive your No-Obligation Price Quote." It must drive really nice!
Down below is the rest of the page with of all things a payment calculator? At 7.5% people will think that your either a crook and go someplace else, or have bad credit and think your a genius!! Get it out of there!
If I was this dealership I would do the following things asap:
1. Real pictures of the cars. Dealer Specialties, 6 pictures, $ 8 per unit.
2. Real Descriptions of each car. Actual Color and Miles. Variable Speed Transmission, ie. automatic shift.)
3. Contact the website company and see if they have a different page to work from. This one is disjointed and lacks "POP". The capture tools are horrible. Get rid of the redundant non-working Trade button!
Finally, this is the page that you ultimately want to "sell' your product!! Its horrible...but it can be better!
Above the fold:
(Click on Images to enlarge)
First again the banner takes up a third of the page, taking away from prime "selling" space. Second we still have the annoying social media bar following us around, daring us to go to a different website( See my post:
Website Do's and Don'ts - Your "Home Page"... Make it Easy for Your Online Clients! For my rant about this!). In the "meat of the listing, we have 20 Evok (Stock Photos) of the car, Its status is "in stock", and it is Silver with a black Interior, a Variable Transmission ( If I didn't know cars I would be stumped), it has 6 miles on it (Really?), and a 4 cylinder engine. I can get a price quote, opens to a screen like this:
Which kind of looks the same as the Email Dealer to the right of the page. Share is to share the car on Facebook,etc. Send is to send the listing to a friend, and of course print out the listing. Mileage quote is for a 2010 Accord according to the disclaimer at the bottom of the page.
In other words this is a generic listing, with the info pulled from the VIN, only the stock number has been changed to protect the other cars.
The car is actually Alabaster Silver Metallic on the outside and Black Cloth on the interior. As you will see from the rest of this listing, it is lackluster, has barely and conversion tools to capture information, and sells like a rookie on their first day. No sizzle, no "pop". This is the ZMOT (Zero moment of truth) (Thank you Brian Pasch) that separates you from the rest of the Honda dealers! Middles ( This is a long page!)
I like some who partners with Black Book? I guess so. More Credit Approval, more info, Name my price? Form is similar to the last except they added a text box for me to fill out "My Price." Test drive appointment picker, and a trade evaluation link the doesn't work - Goes to a 404 page (error).
The best is the vehicle description: "Email or call our Internet Department at xxxxxxxx to receive your No-Obligation Price Quote." It must drive really nice!
Down below is the rest of the page with of all things a payment calculator? At 7.5% people will think that your either a crook and go someplace else, or have bad credit and think your a genius!! Get it out of there!
If I was this dealership I would do the following things asap:
1. Real pictures of the cars. Dealer Specialties, 6 pictures, $ 8 per unit.
2. Real Descriptions of each car. Actual Color and Miles. Variable Speed Transmission, ie. automatic shift.)
3. Contact the website company and see if they have a different page to work from. This one is disjointed and lacks "POP". The capture tools are horrible. Get rid of the redundant non-working Trade button!
Finally, this is the page that you ultimately want to "sell' your product!! Its horrible...but it can be better!
The Rest of the page:
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