iVendi, a online motor finance solutions provider, has suggested car dealers to make changes in vehicle description webpages ahead of the arrival of Google Vehicle Ads (GVAs).
The company recommended making the webpages ‘sticky’ to hold customer attention and prevent them from leaving the pages quickly.
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iVendi product senior vice-president Rob Severs stated that the structure of new customer journeys involving GVAs will make it easier for customers from a search engine click straight to a specific car or van page and then hit the back button to move out.
Severs said: “We’ve seen data from the US, where GVAs have now been in effect for some months, showing that the visit for each customer to the dealer web site involves only 1.2-1.4 pages. That indicates many are looking at a vehicle and hitting the back button.
“The challenge for dealers is to find new ways of making those vehicle pages ‘sticky’ so that potential buyers stay on the web site, looking at other stock and importantly, options such as vehicle finance and value-added products.
“It could mean something of a redesign for the kind of standard vehicle pages we see most dealers using today, moving towards approaches used in other areas of online retail.”
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By GlobalDataSevers added that that redesigning the web pages similar to that of online websites such as Amazon, where alternative and related product options, are also displayed simultaneously can help in retaining the customers on web pages.
“It’s a question of being a little bit smarter by showing other vehicles from your stock alongside the initial vehicle that has been shown by the GVA search.
“This especially works well when you know that you are responding to a context-based search. If a customer has typed or spoken “seven seat car” into Google, then you can list other cars that meet that description.
“We also believe that displaying finance options will be important in creating stickier pages. Promoting the affordability of a vehicle is crucial from the get-go, alongside not just a standard description but customer reviews and candid information about any known faults.”
The GVAs are recently launched in the US. It charges the dealers on a pay-per-click basis.
Recently, iVendi established new business units in France and Spain to grow its international footprint.
