Optimizing Inventory Merchandising to Boost Engagement and Sales

A dealership’s online inventory can be the deciding factor in whether a shopper becomes a buyer. Here are some practical ways to improve your inventory merchandising and keep customers moving toward a purchase. 

1. Prioritize Quality Vehicle Listings

Shoppers who click through vehicle photos are already showing serious interest. Listings with 16 to 19 high-quality images tend to capture the most attention; assuming they are actual vehicle photos, not stock.

Customers want to see the vehicles they are considering so it is important to develop in-store processes to be able to merchandise your vehicles with real-life photos. It’s essential to provide clear, detailed photos of each vehicle and update them seasonally. Small touches—like using tools to digitally remove snow during summer—help maintain a polished, professional look year-round.

2. Simplify Search and Filters

Make the shopping process easier by offering clear, intuitive search options:

• Focus on the filters that matter most—Body Type, MPG, and Condition—and keep technical details like drivetrain and transmission on the Vehicle Details Page (VDP).
• Allow customers to search by monthly payment to cater to budget-conscious buyers.
• Highlight your best deals by enabling the option to sort by savings.

When filters are simple and relevant, customers can quickly find what they’re looking for without frustration.

3. Strengthen the Vehicle Details Page (VDP)

A well-optimized VDP can make the difference between a lead and a lost opportunity. Consider these updates:

• Use a sticky sidebar to keep key information like the vehicle title, price, and calls-to-action (CTAs) visible as shoppers scroll.
• Words Matter. Make sure the information you promise on the button can be delivered by your internet team. If the CTA promises an ePrice or a trade value, make sure your response to those leads matches the customer’s expectation.
• DealerOn data shows that CTAs with the word “availability” outperform all others.
• For electric vehicles (EVs) and hybrids, highlight state and local incentives and showcase charging options to add transparency and value.

4. Personalize the Shopping Experience

Personalization is no longer optional—it’s expected. Improve the customer experience by:

• Recommending vehicles based on browsing behavior.
• Offering digital shopping and trade-in tools that allow customers to explore personalized pricing.
• Using geo-targeted offers to promote local incentives like discounts for recent graduates.

Shoppers who receive personalized content spend more time on your site, increasing the likelihood of a sale.

5. Keep Special Offers Updated

Specials are a powerful tool to drive urgency and conversion. Ensure that your offers are always fresh and easy to find:

• Never let a visitor land on a “No Specials Found” page—this is a quick way to lose potential buyers.
• Regularly update specials landing pages to improve search engine visibility and customer engagement.
• Use automation tools to syndicate offers across Google and other advertising platforms to reach more shoppers.

6. Focus on Mobile and Cross-Device Usability

With more consumers starting their vehicle search on mobile devices, a smooth mobile experience is crucial. Make sure your website is:

• Fast-loading and optimized for mobile-first indexing by search engines like Google.
• Easy to navigate, with large tap-friendly buttons and clean, simple forms.
• Seamless across devices—if a shopper starts on their phone and moves to a desktop, their experience should remain consistent.

Additional Resources

Successful inventory merchandising is about more than just displaying vehicles—it’s about creating a smooth, engaging experience that moves customers toward a purchase. By focusing on clear search options, high-quality images, personalized experiences, and regular updates, you’ll not only increase engagement but also turn more visitors into loyal customers.

Learn more proven practices by downloading our Spring Cleaning Checklist and watching our latest DealerOn webinar focused on Optimizing Your Website!

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