Shoppers expect search to be simple: After entering a few terms, they expect the most relevant results instantly. And it’s what they’ll get on Autotrader. Using our refined search experience, shoppers find what they’re looking for faster, have less need to filter, and actively engage with more content.?
Similar to Best Match on Kelley Blue Book, Relevant Search takes several factors into consideration in order to provide shoppers with a sort option that presents the most relevant vehicles possible.
Relevant Search delivers on shoppers’ needs and expectations to better connect with you. They can view more listings and actively engage with content, making them more likely to convert to your VDPs.
It guides shoppers quickly by serving them compatible inventory, simplifying their buying process.
Merchandising and value categories can be influenced, while distance and shopper history are completely dependent on the shopper. Remember that it’s not just about getting shoppers to look at your inventory, but giving them the information they need to make decisions and take the next step with your dealership. Here are a few best practices you can use to ensure your listings are fully optimized.
Based on shopper feedback, we also consider recently added vehicles and price changes.
Vehicles with below average mileage are taken into consideration.
These best practices are general tips for your advertising across your website, Autotrader, or any other third-party listing site. This isn’t a guarantee to show at the top of all searches since each search is unique to the shopper.
Prior to the change, Autotrader’s sort order defaulted to ‘Price - High to Low.’ Through testing, we found that search results sorted by Relevance received more shopper engagement and resulted in higher consumer satisfaction. Keep in mind that shoppers still have the ability to re-sort listings by Price, Distance, Mileage, and Year. We see about 23% of shoppers changing the sort.1
Like every Autotrader site enhancement, this change is designed to deliver a better consumer shopping experience AND increase the quality of dealer value events on Autotrader. This means driving more SRP to VDP conversion and getting more shoppers viewing more VDPs.
This is only the initial phase of the change and will continue to evolve to deliver more engagement and more quality leads, as we connect shoppers with the cars they want to buy better than ever before.
We’ve analyzed behavioral data from shoppers on Autotrader and paired these learnings with years of tests and insights to guide the four main categories of relevance:
Since we have tested and launched this new Relevance search results model, shoppers experience a more efficient search and spend less time filtering which results in viewing and engaging with MORE vehicles than the previous default sort.5
Relevant search is still within our tier models, no changes at this time.
The algorithm has a secondary sort order in place that is used as a tie-breaker in situations where the relevancy criteria is the same. As of today, the secondary sort order is distance near to far. We are testing to determine if this is the optimal approach and this may change in the future.
In April, we refined the relevance algorithm so that local dealers achieve more prominence than non-local dealers. Since launch, it’s been our general practice to only allow non-local dealers 5% of used inventory in any given local market.