ATLANTA Feb. 7, 2011
The majority of shoppers who come to AutoTrader.com begin by conducting an "all" search, which includes both new and used cars. With the new Front-Line Listings, new car inventory that matches a user’s search is aggregated into a rich multimedia listing that is comprised of an anchor car that best meets the shoppers criteria and a filmstrip of other matching vehicles directly beneath that anchor car — complete with photos, videos, pricing information and more for each vehicle. This new format provides dealers with more effective and robust ways to present other new cars on their lot that also closely match the shoppers search criteria. This enhanced merchandising opportunity on the search results page enables dealers to benefit from increased exposure for their new car inventory and better consumer engagement.
Among the new features of the Front-Line Listings are:
- "Smart" Anchor Car
- Front-Line Scrolling Display
- Affordability Highlights
- Better Consumer Experience
Previously, when a search returned multiple matching new cars from single a dealership, the search results page included one entry for each dealership that contained dealership information, the number of matching vehicles and a link to view the listings on a separate page. Front-Line Listings, however, give consumers the choice of either going directly to the details page for one of the featured vehicles or visiting the page with all of the listings from that dealership.
Tested extensively in 2010, the Front-Line Listings delivered exceptional results for dealers. Shopper interaction with search results pages and vehicle details pages that utilized Front-Line Listings increased 200 – 300% when compared to non-test markets. Also, testing showed that when dealers took advantage of the merchandising opportunities, such as adding pricing information and photos for new cars, views to the vehicle detail pages increased 300 – 400% over cars lacking merchandising.
"With Front-Line Listings, dealers can show a shopper the car that most closely matches their search and easily display a variety of other cars that the shopper may also want to consider," said Perry. "Our research shows that by doing this, dealers can increase the views all the relevant cars get and increase shopper interactions with their listings. That kind of exposure is key to using internet marketing most effectively to help car shoppers find the right car for them and to influence them to buy from you."
For more information about Front-Line Listings and other AutoTrader.com products and services, visit booth #901S at the NADA Convention and Expo.