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Conversion Analysis AutoTrader, and eBay Motors Listings and VDP’s

I have been in an interesting discussion on with dealers, vendors, representatives of ATC and over the last few days regarding the recent ATC acquisitions and their implications on dealers and this discussion has morphed into how to measure ATC, Cars and eBay Motors as classified listing services.

I have made my position very clear on this “You measure by conversion” Lead, Call, email or chat. However this discussion did morph into whether or not VDP views (Vehicle Display Pages) were a valid measurement and did they help the dealer?

This prompted me to do a thorough analysis from a conversion stand point of the listings and VDP view within each service ATC, Cars and eBay. Below in this power point is are my findings. I will leave it to the dealers to use this data to make up your mind as you will and to lend whatever wait you deem necessary in using it.

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Tags: CRM, Post-click-marketing, automotive, bruce, click, dealership, internet, larry, marketing, post, More…sales, sem, seo, site, web


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Comment by Larry Bruce on December 11, 2010 at 4:22am

The point of this comparison was to look at the ads and visitor distractions with in listings by the listing companies. Every ad is there because it gets clicks, if it didn't no one would advertise there. Every click is a customer moving away from your listing to somewhere else.

In display advertising the goal of he advertiser is to create an ad that will be compelling enough to pull the visitor away from what they came to that particular site to do.

Understand every listing company has to balance the needs of the consumer with the needs of the advertiser and that is a fine line but when you start putting 4 to 7 ads in a listing and 4 ads in a VDP you are crossing that line for both and in my opinion you are now hurting both the user experience from a relevancy stand point and you are definitely taking away value for the dealer who has placed his/her listing there.


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