Former Cox Automotive and LivePerson Executive Skip Dowd Joins Impel as Senior Director, Partnerships | Read More

Former Cox Automotive and LivePerson Executive Skip Dowd Joins Impel as Senior Director, Partnerships | Read More

Impel Blog

The Virtual Car Showroom: A Superior Digital Experience

Well before coronavirus slammed the doors on showrooms across the U.S., nearly 9 in 10 car shoppers were already conducting extensive research online before stepping foot in a dealership, according to a 2018 Adtaxi survey. The digital disruption in the automotive indutsry has only accelerated, and one thing has become fully clear—virtual showrooms are more important than ever.

Today, most potential buyers plan to significantly decrease the time spent in physical dealerships. As a result, they’re learning about prospective vehicles from the comfort of their own home when visiting a virtual car showroom. And odds are they’ll pay a visit to a virtual car showroom on several dealer sites during their research process before settling on the right vehicle – and the right dealership.

To attract the attention of online visitors, keep them engaged, and convert them into customers, it’s crucial that every vehicle display page (VDP) on a dealership site contains the information shoppers need to make a well-informed car-buying or leasing decision, organized in an intuitive, visually engaging fashion.

So What Makes a VDP Effective?

Think about the last time you shopped online for other items. Now, picture the product page. There were likely several images of the product from different angles and in different settings. It was likely personalized based on your tastes and previous visits. There might have been a video or two highlighting the product’s best features, bullet points with important information, and a detailed product description that compelled you to click “Add to Cart” and check out.

In many ways, VDPs should deliver the same experience shoppers have come to know and expect when shopping online. But too often, they’re riddled with long lists of features and options with no images, videos or descriptions. When you need to effectively optimize your virtual car showroom, it’s vital to invest in tools that eliminate the clutter on your VDPs while requiring little to no effort on the part of a dealership’s staff. That’s where Feature Tour can help improve your overall virtual car showroom.

Research Made Simple

With Feature Tour, gone are the days of buyers scrolling down on a VDP through long, cluttered lists of generic specifications and disorganized images just to find the features most important to them. Feature Tour puts all the need-to-know information buyers demand above the fold in a visually compelling way, grabbing their attention the moment they land on a VDP.

Designed to deliver a content-rich experience, Feature Tour highlights each vehicle’s most-desired performance, safety, technology and convenience features and puts them front and center. What’s more, it doesn’t just showcase the names of those features and options; it actually pulls in OEM-endorsed explainer content, images and videos.

For buyers, that means they can learn about a vehicle’s often complex and technical features right on the VDP. They can watch an in-depth video showing how a particular feature works, or read an informative description. And because they won’t need to leave the page to conduct this research on the OEM site or a third-party blog, Feature Tour can help increase time on site and reduce bounce rate.

Gain a Competitive Edge

From new cars to used vehicles, Feature Tour is the secret ingredient to building engaging VDPs packed with sophisticated OEM-approved multi-media content that attracts and keeps buyers on site. Best of all, it’s easily implemented on virtually every website and can be live within 48 hours.

Fueled by robust data, Feature Tour accurately and comprehensively displays relevant features on each vehicle in a dealership’s inventory, regardless of year, make, model or condition. And since all this data-matching magic happens behind the scenes, you and your team can spend less time worrying about updating individual VDPs and more time focused on what you do best – closing deals.

Learn more about implementing Feature Tour below here.