More Than Specs
Today’s car buyers spend a significant amount of time researching their next purchase online, but traditional vehicle listings are no longer enough to hold a buyer’s attention, according to Jato Dynamics.
The automotive data and intelligence company said that while discovery has gotten better thanks to enhanced filters, improved imagery and more accessible vehicle specifications, the challenge lies in helping shoppers choose with confidence when faced with similar options.
Jato provided four tips for dealerships to optimize their vehicle listings.
- Reviews and popularity signals. It said that 91% of shoppers read at least one review before buying, and that 63% said ratings directly influence their decision. Dealerships can use popularity signals to help guide buyers, such as “popular in segment,” “frequently viewed,” “fast-selling model,” or “most considered vehicle.”
- Comparison tools. By integrating comparison tools into their websites, dealerships could help reduce the number of buyers who leave their site to do comparison shopping elsewhere.
- Feature tags. Technical specs are important, but “buyers relate more naturally to use cases.” Dealerships can turn those specs into feature tags like “family friendly,” “heavy load ready,” “urban commuter,” or “long distance cruiser.”
- Visual storytelling. Incorporating visuals that show buyers real-life use cases, such as lifestyle-led imagery or visual size comparisons, can help them decide which vehicle best fits their needs.