How Simplifying Your VDP Can Increase Conversions

Would you rather have 12 confusing options or 3 clear paths to buying a vehicle? For many dealerships, the answer seems to be "the more options, the better"—but we know this isn't the case. While it might seem counterintuitive, cluttering your Vehicle Detail Pages (VDPs) with too many call-to-action buttons actually creates decision paralysis for potential customers, ultimately reducing conversions rather than enhancing them. 

We've seen dealerships with up to 12 different buttons on a single VDP, from "Check Availability" and "Confirm Availability" (yes, the exact same function with different names) to various forms of "Get More Info" and "Contact Us." This approach isn't just confusing; it's actively driving potential customers away. 

The Psychology of Choice Overload on VDPs

Psychologists call it the "paradox of choice"—when presented with too many options, people often choose none at all. This phenomenon is particularly relevant on VDPs, where the goal is to convert shoppers into leads or buyers. 

Consider this scenario: A potential customer finds a vehicle they're interested in and lands on your VDP after hours. They're ready to act, but they're immediately confronted with a dizzying array of buttons —some with overlapping functions, others with vague purposes. Rather than selecting one, they become overwhelmed and leave your site altogether. 

This choice overload creates friction in the buying process. Instead of a smooth path to purchase, customers face a roadblock of decisions. In today's competitive market, that friction could send them straight to a competitor with a cleaner, more intuitive interface. 

The Three Essential VDP Buttons Every Dealer Needs 

After analyzing thousands of dealer websites and conversion patterns, we've found that three key buttons consistently deliver the best results: 

• Check Availability: This button addresses a fundamental customer concern—is the vehicle actually there? While it gained prominence during inventory shortages, today's market conditions make it equally important. Customers want confirmation before investing time, and this button provides a low-pressure way for shoppers to initiate contact while giving you valuable data on which vehicles are generating the most interest. 
• Customize Payment/Start My Deal: This option speaks directly to payment-focused buyers who want to understand their financing options or begin the purchase process. With the right setup, customers can complete up to 90% of the buying process directly from your VDP. 
• Value Trade-In: With the current market dynamics making used inventory acquisition crucial, this button serves dual purposes: helping customers understand their trade-in value while also identifying potential inventory sources for your dealership. 

These three buttons address the core needs of most shoppers while capturing the information most valuable to dealers. More importantly, they provide clear, distinct paths without redundancy or confusion. 

Implementing a Streamlined VDP Strategy 

Ready to optimize your VDPs? Here's how to get started: 

• Audit Your Current VDPs: Visit your website as if you were a customer. Count how many buttons appear on your VDPs. Identify any redundancies or vague CTAs. 
• Work With Your Website Provider: Most dealers don't have direct access to modify their VDPs. Share your findings with your website provider and request streamlining to the essential buttons. 
• Prioritize Button Placement: The most important buttons should be prominently displayed. Consider using color and size differentiation to guide customers to primary actions. 
• Use Analytics to Guide Decisions: If you're unsure which buttons to keep, the ZeroSum team can take a look at your website analytics or CRM data to identify which ones currently generate the most quality leads. 
• Test and Refine: After implementing changes, we can help monitor your conversion rates. Small adjustments to button text or placement can make significant differences in performance.
  

The MarketAI Advantage  

An optimized VDP strategy works hand-in-hand with focused digital advertising. MarketAI's inventory-based marketing ensures consistency between what customers see in ads and what they experience on your VDPs. 

Our platform's real-time data helps identify which vehicles need which type of promotion, allowing you to align your VDP strategy with market demand. For instance, vehicles with high demand might benefit from emphasizing the "Check Availability" function, while slower-moving inventory might need to highlight custom payment options. 

By matching your streamlined VDP approach with targeted advertising, you create a cohesive customer journey from first impression to final conversion. 

The Bottom Line 

In the crowded automotive digital space, clarity wins over complexity every time. By reducing your VDP buttons to the essential few, you're not limiting options—you're increasing the likelihood that customers will take meaningful action. 

Remember, quality leads are more valuable than quantity. One of our dealer partners who implemented this streamlined VDP approach saw their lead conversion rate improve from the traditional 7-15% range to 10- 20%, demonstrating the real impact of strategic button optimization. 

Want to learn more about how MarketAI can help optimize your VDP strategy? Schedule a time for a 15-minute demo where one of our specialists will show you how real-time data can improve not just your advertising, but your entire VDP conversion funnel. 

Contributor: Bryan Wight, Director of Dealer Success, ZeroSum