March 5, 2013

9 Million Reasons Why VDP Views Are The Metric That Matters

By Shaun Kehrberg

The verdict is in: if they view the highlights, you’ll view the taillights. In other words, the more car shoppers engage with your Vehicle Details Pages (VDPs), the quicker your cars will move off your lot— and that’s a fact.

VDP Views Decrease Inventory Time On Lot

Just 12+ more VIN views could mean 44% LESS time on your lot

Based on an eight month study of 9 million VDP’s, 125 million website visits, and 250 million online actions, our automotive consumer research conclusively shows that:

  • VDP views and time spent on VDP’s are 2 of the top 4 online sales predictors

  • VDP’s with 20-30 pageviews spend 29% less time on the lot

  • VDP’s with more than 30 pageviews spend 44% less time on the lot

So how do you best position your automotive digital marketing strategy to be a VIN factory? We’ll address just that in an all-new Cobalt series: The Down & Dirty on Dynamic Inventory Merchandising. In this series, we’ll tell you how to harness the power of multichannel marketing to turn your dealer website into a VDP hot spot.

Dynamic Inventory Retargeting
Want more? Check out Part 1, Refined Retargeting to examine the impact of Dynamic Inventory Merchandising in your dealership’s retargeting ads.
Source: Cobalt Business Intelligence VDP Study, 2012

About the Author

Shaun Kehrberg
Shaun Kehrberg is Product Marketing Manager, Digital Advertising at Cobalt. He is focused on helping dealers understand the power of today’s advertising technology and the collective value of the Cobalt digital marketing experience. Shaun can be reached at 206.219.8203 or kehrbers@cobalt.com.
Learn more about Cobalt’s suite of automotive digital advertising solutions.