We all know that virtually everyone researches cars online as part of their buying process. The internet provides a wealth of information. From manufacturer websites, internet classifieds like AutoTrader.com, portal websites like Edmunds, and dealer websites.
Dealer websites have the ability to provide a wealth of information. Below is some of the information that can be displayed on new car inventory on a dealership's website.
- Invoice Price
- Dealer discounted price
- Incentives (Finance rates, rebates, lease rates)
- Estimated payments and payment calculator
- Exact trim level
- Color of the car
- Stock Photos, including color matched stock photos
- Dealer taken photos of vehicle in stock
- Dealer taken video of vehicle in stock
- Stock commercial type videos about the vehicle
- 360 degree spins
- Standard equipment descriptions
- Technical specifications
- Optional equipment and dealer accessories installed on the vehicle
- Similar vehicles in stock that may be used or new
- Vehicle reviews
My question is, is there a point where too much information is too much? Sometimes I hear people say that they don't want to list everything because the customer won't have a reason to call. But I think they are forgetting something. Internet shoppers are usually looking for information and may go to multiple dealer websites until they find the information they are looking for.
Is more information always better than less? How much is too much?
What do you guys think?