Turning Cars into Stars Through Online Merchandising John Griffin Vice President Performance Management AutoTrader Group, Software Division The Case for Classified Advertising Mission: Deploy resources and expertise to attract customers. Most are online Don’t automatically show up Responsibility to attract them 2 The Case for Classified Advertising Used car shoppers look for the car first 3 The Case for Classified Advertising Used car shoppers look for the car first and the “deal” second. 4 SRPs Search Result Pages VDPs Vehicle Display Pages VDP Conversions Need for “pixel” proficiency Manage what you “can’t see” Monitor SRPs and VDPs What are SRPs? Search Results Pages 7 What are VDPs? Vehicle Detail Pages 8 We absolutely need to understand these new metrics SRP = VDP = “UP” Drive By Traffic VDPs are controlled by SRPs Can we answer the most basic questions? How many VDPs should we have? Are we on track MTD? What is our conversion ratio? Conversion Benchmarks 2.5%* 3.5%* from SRP to VDP from SRP to VDP *These are estimates. Subject to market and site conditions. 11 VDP is the Money Metric VDPs 10,000 Sales = 100 12 Dealers Control Their VDP Destiny 13 Cars are like children. 14 Each one is unique. 15 Listening to Your Cars Toyota Land Cruiser BMW Jeep Commander SRPs 240 560 90 VDPs 8 10 60 3% 1.8% 55% Conversion 16 Tactics for turning your dealership into a VDP Factory 1 Generate more SRPs There are 3 factors 2 Convert more SRPs to VDPs There are 4 factors 17 Drive more SRPs Placement Price Inventory Convert more SRPs to VDPs • Good thumbnail • Photo bait • Compelling Notes • Right Price Your cars are talking, are you listening? Make/ Model Days in Inventory Body Vehicle Inventory Page Cars AutoTrader Price / % to Market Market Day’s Supply SRP VDP % Conv. SRP VDP % Conv. $55,293 97% 56 240 8 3% 295 10 3.5% 2008 Toyota Land Cruiser Odometer: 32,985 15 4D Sport Utility Color: White 2002 BMW 540 Odometer: 103,722 15 4D Sedan Color: Gray $11,500 98% 82 560 10 1.8% 635 13 2.0% 2009 Jeep Commander Odometer: 24,936 15 4D Sport Utility Color: White $18,900 99% 41 90 50 55% 75 38 50.7% Profitability Actually make it work 21 Monitor SRPs and VDPs SRPs BY MONTH 500,000 400,000 300,000 200,000 100,000 OCT NOV DEC JAN FEB VALUE MTD PROJECTION SRPs 305,283 556,693 VDPs (#) 12,881 23,489 VDP (%) 4.2% - 22 % of vehicles with unacceptable time to internet? % of vehicles with no online price? % of vehicles with incorrect prices? % of vehicles that are not being published to all designated sites? % of vehicles without compelling descriptions? % of vehicles without quality photos? 23 24 # O n lin e vs . # M is s in g # M is s in g P ric e # M is s in g D e s c rip tio n # M is s in g P h o to # In va lid O d o m e te r 96 / 8 4 13 19 4 C a rs .c o m 94 / 10 44 22 23 4 Y o u r R e yn o ld s S ite 74 / 30 41 11 7 74 C a rL o c a te 53 / 51 31 8 12 0 T o yo ta 12 / 92 12 10 1 0 W e b s ite A u to T ra d e r.c o m 25 CAR SUV TRUCK VAN 24% 18% 12% 6% 0% Your Live Market Your Dealership 26 27 28 29 Make/Model Year Unique Shoppers Listings Average Acura 3.2CL Acura 3.2CL Acura 3.2TL Acura 3.2TL Acura 3.2TL Acura 3.5 RL Acura 3.5 RL Acura 3.5 RL Acura Integra Acura MDX Acura MDX Acura MDX Acura MDX Acura MDX Acura MDX Acura MDX Acura MDX Acura MDX Acura MDX Acura RDX Acura RDX Acura RDX Acura RL Acura RL Acura RL 2001 2003 2000 2002 2003 2001 2002 2004 2001 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2007 2008 2010 2000 2005 2006 198 89 70 186 323 62 23 56 186 61 166 93 145 153 239 226 177 98 39 176 67 70 17 100 132 3 1 2 6 7 2 1 1 1 1 3 3 4 6 3 11 5 1 21 9 2 26 1 2 4 Unique Shoppers/ Listing Scarcity Index 36 310 63.9 89 35.6 30.2 47.7 34.4 23 56 129.8 43.3 58.6 26.8 32.7 27.3 77.9 19.8 36.6 66.8 1.8 19.3 29.6 2.7 17 46.2 33.6 544 759 303 257 407 294 196 477 1,106 369 499 229 279 233 664 168 312 570 16 165 252 23 145 393 286 30 Thank You John Griffin Vice President, Performance Management AutoTrader Group Software Division jgriffin@vauto.com 1.630.267.5161 31