Welcome back to another Wednesday Workshop from DealerOn.
Last week, we went over a few ways to improve your price stack. This week, we have four more tips to ensure your price stack is designed for success.
One: Scannability is your ultimate goal.
Last week, we talked about ways to make your price stack more legible. The purpose is to make your price stack readable at a glance. In other words – scannable. Your customer should be able to take one look at a VDP and know the cost of the vehicle.
This means keep pricing information as simple as possible. Too much can make a listing harder to scan.
Only have one “Call To Action” per listing. More than one will confuse your customers.
Make sure your list items are spaced appropriately apart from one another. Your customers should easily distinguish one pricing line from another.
Two: test your price stacks on different devices.
Your customers use a variety of devices to browse your site. The balance has tipped toward mobile devices. Approximately 60 to 65% of the average dealer’s website traffic is on mobile. That said, there are still plenty of customers who use desktops and laptops.
Three: The most visible item on the stack should be the price.
Every price stack has a hierarchy of information – the “final price” being the most important. Ultimately, that’s the information that the customer wants to see. And it should be immediately visible.
Any other information you want in the stack should be given less visual weight. There are many OEM and state-mandated rules around pricing disclosures. So be mindful what you are showing and not showing.
Four: Use tooltips for extra information.
Keeping items in the price stack to a minimum can be a challenge. Especially if you have a lot of incentives or disclaimers to display.
Tooltips can be a great place to put these. They’re out of the way – ensuring easy scannability of your price stack. But customers interested in more details can still find the information they are looking for with ease.
Combining these tips with last week’s will allow your customers to comparison shop at a glance.
That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.