The grass is always greener on the other side, so we’re all searching for something better. That includes your site visitors. Your search tool is one of the most popular tools on your site, and if you’re not optimizing your SRPs, you’re missing out on a huge opportunity for conversions. We did some research and found what tools, designs, and other aspects you should include on your SRPs.
I know what you’re thinking. Why bother if more sales are made on VDPs?
It’s true, research shows that the majority of conversions are made on a VDP, and that visitors are more likely to turn into leads, or even customers, while browsing one of these pages. But we also know that visitors spend a lot of time browsing search results to see which VDP they’ll eventually click on, and if your site can reel them in with some well-optimized results, why not do it? Even if you don’t turn a visitor into a paying customer, a well-optimized SRP can turn them into a qualified lead, that can turn into a sale down the line. And who can say no to that?
How are users searching to begin with?
We’ve talked about the importance of a well-placed search tool before, and that advice is still relevant here. A search bar that’s easy to find is crucial for bringing around those conversions, especially one that’s filtered. Many users utilize the “refine search” function to find exactly what they’re looking for, so make sure they have that option. Surprisingly, lots of users utilize your navigation tools at the bottom of the page. Dealers don’t typically spend time optimizing for content below the fold, but these heat map signals make it clear that you should.
Give the people what they want. But what is that?
They want pictures they can see. And when it comes to images, bigger is better. At least on mobile. Full-width images that are easy to see on a smart phone are going to encourage more clickthrough than small thumbnails. Just be careful that your larger images aren’t slowing down your load time, because that could have a negative impact on your SEO in the future. Your website visitors also want a deal. Who doesn’t?
So, show them a great price they can secure right there on the SRP. We’ve actually looked into this, and found that showing the MSRP, the amount saved, and then the final price is the best way to show that great value you’re offering on inventory. This way users can recognize all the money they’re saving and decision to select the vehicle (or at least schedule a test drive) is much easier. SRPs have some serious potential for conversions, but only if you’re giving your visitors the value they’re looking for.
Remember to keep the bottom of your page user friendly, make sure your images are large enough to see on mobile, and (of course) make your pricing displays as compelling as possible. If someone is browsing an SRP, then your website has a chance to help them along the path to purchase. Move shoppers from research to consideration by following these best practices.
Author: Mike Somerville
Mike Somerville is DealerOn’s VP of Customer Experience, and is a core part of the DealerOn team. He has led a complete restructuring and rebuilding of DealerOn’s account management teams and is is universally loved by customers. His website optimization expertise combined with his retail sales expertise areinvaluable assets to DealerOn’s clients.