Best way to measure SRP to VDP conversion on dealer website?

[VVAuto1]

Any ideas on the best way to measure srp performance?

I was planning on using the three metrics

1. Heat Mapping
2. Exit
3. Time on page

However I was thinking SRP to VDP conversion rate and overall VDP's over a set length of time, I realize this somewhat is going to have to do with inventory and merchandising But if these two are fairly consistent and the only thing thats changing would be the actual page.....

Any ideas on how to measure srp to vdp conversion rate..? Any additional thoughts/Ideas?

 

[jon.berna]

There are a lot of different ways to do this. I prefer setting up advanced segments for SRPs and VDPs. This allows you to view over the entire spectrum in GA (audience, traffic source, content and conversions). By adding as an advanced segment you can track by visit, unique visitor, pageviews and unique pageviews. If you are tracking multiple sites you can aggregate all of this into a master report using Excellent Analytics here. Then you can view by Geo, site, source etc. all on one report.

Of course tracking as a goal conversion is also just fine, I just find advanced segments to be more flexible.

Edit - Ohh that tool is free btw and for anyone that downloads and starts using it - I am sorry because you can say good bye to all of your productivity because you will be absorbed by using this tool

 

[csabatka1]

Ditch Time on Page. With a majority of people multitasking and working in multiple tabs/windows this is easily skewed. For example, I currently have 12 tabs open bouncing between sites.

Are you trying to measure how a VLP/VDP design/layout performs? Heat mapping is the only true measurement. Heat map current design, adjust layout, heat map again.

 

[cmjerry4531]

Conversion testing is the best way on VDP's. We use event triggers to attach to our goals. There's also tools out there that will allow you to add your phone calls to your Google Analytics.

As for actually testing the pages, I would go with user testing. There's a few good websites out there that will allow you to hire people to go through your site, and follow specific instructions like "look at the home page for 10 seconds, and tell me what you think the site is about," or "try to find a used car that gets good gas mileage." I'd rather get an actual usage video than try to guess with a heat map, but that's just me.

 

[VVAuto1]

Chad,

Good point on Time on site .... 100% agree on the VDP page for heatmapping.

I am just looking for true benchmark performances on my SRP page. I want to know if customers like the shopping experience and are exploring all of their options that we have in stock.

Ditch Time on Page. With a majority of people multitasking and working in multiple tabs/windows this is easily skewed. For example, I currently have 12 tabs open bouncing between sites.

Are you trying to measure how a VLP/VDP design/layout performs? Heat mapping is the only true measurement. Heat map current design, adjust layout, heat map again.