Many dealership websites share similarities in structure. Shoppers can do an inventory search and wind up on an SRP (search results page - some call this page a VSR, or vehicle search results page). These pages can make or break the customer experience. Here are some SRP design tips that can be utilized to help drive more zero-moment customer action!
The first mistake that many make with SRP design is offering as many details as possible. Really, this should be the work of the VDP (Vehicle Details Page) rather than the SRP. The SRP is intended to give the shopper an overall idea of the car and help them quickly narrow down their search. Thus, only the most essential information should make it into the SRP design, preferably in list form so that it can be easily scanned.
Second, conversion buttons should be for the most part left off of SRP design. Users are trying to narrow down a query, not get a price quote, apply for credit or contact the dealer. Those conversion options are better utilized on a specific vehicle's VDP. The call to action on the SRP should be to funnel the customer into a VDP.
Finally, real photos should be used instead of stock photos whenever possible. Stock photos in an SRP design can subtly promote the idea that all of the vehicles are the same. Clients have a tough time emotionally connecting with stock images. Therefore, a good looking photo of the actual vehicle is much more likely to cause a customer to connect enough to click through to a VDP.
The SRP's design can be just as important as the VDP’s, if used correctly. What are some SRP/VSR tips you guys have?
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