Structure Leads to Optimized Auto Listings

With the majority of consumers preferring a blend of online and in-person car buying experiences, a dealership’s vehicle listings are a key decision point, but many are missing the mark, according to an industry watcher.

The Jato Dynamics automotive data company said that vehicle listings must provide more than information – they should answer the question, “Is this car right for me?” It said that a typical listing behaves like a “classified advertisement,” displaying information but not explaining why it matters.

“The objective is to help the customer understand more at each step without overwhelming them,” Jato said.  

The vehicle listing should be created with the intent of helping buyers who are still evaluating their options. It should “help customers build confidence, support comparison, explain relevance and guide the next best action,” Jato said.

To optimize their listings, dealerships need structured vehicle data. Jato said that means consistent, complete and easy-to-interpret vehicle information that will accurately answer a shopper’s questions.

Jato provided a checklist for dealerships to evaluate their vehicle listings with a focus on relevance, clarity, confidence and progression. Some of the key questions are:

• Does the listing explain who the vehicle may suit?
• Are technical attributes translated into practical value?
• Can the customer distinguish standard, available and fitted equipment?
• Are outcomes measured beyond the final form submission?