In this article, we’ll cover five practical and effective strategies to highlight CPO vehicles on your site, making them easier to find, more compelling to explore, and ultimately, more likely to sell.
Certified Pre-Owned (CPO) vehicles provide a great balance of affordability and reliability, giving customers peace of mind with manufacturer-backed benefits. To maximize CPO sales, dealerships need to make sure these vehicles are prominently featured on their websites. A well-planned approach can help customers easily find CPO inventory and understand the value these vehicles offer, ultimately leading to higher engagement and sales.
1. Make Certified Pre-Owned Vehicles Easy to Find
If customers can’t find your CPO inventory quickly, they might move on to another dealership. Start by adding a CPO quick link box to your homepage, allowing visitors to access these vehicles with a single click.
If customers can’t find your CPO inventory quickly, they might move on to another dealership.
Highlighting CPO as a drop down from Used Vehicles in your navigation menu streamlines the browsing experience while ensuring consumers can quickly navigate to this inventory without having to interact with filters. Conditional block banners on used vehicle listings can further guide customers to your CPO inventory.
2. Create a Compelling CPO Landing Page
A dedicated landing page should clearly explain the benefits of purchasing a Certified Pre-Owned vehicle. Highlighting a limited warranty, inspection process, or other purchase benefit helps build buyer confidence. Including a downloadable checklist or sample certification report can further educate shoppers.
Many OEMs provide content for this benefits page, or at minimum, a summary of the information that can be used, enabling you to leverage assets from the manufacturer. A well-structured CPO benefits page, like this example below, is a great way to effectively present this information.
A Certified Pre-Owned (CPO) landing page should clearly communicate program benefits, like warranties and inspections, using OEM-provided assets and resources.
3. Optimize Search & Filtering Options
Your website’s search functionality plays a huge role in how customers interact with your inventory. Make sure CPO is a filterable option on the Search Results Page for both new and used vehicles. DealerOn customers with Signals can personalize the website experience for in-market shoppers with inline ads or banners that link to the CPO landing page.
4. Improve Inventory Listings & Vehicle Details Pages (VDPs)
Once customers reach your inventory pages, make it clear which vehicles are Certified Pre-Owned. Every CPO vehicle should be badged appropriately on its listing. Consider using photo overlays that call out the CPO status to make these vehicles stand out. High-quality images showcasing both interior and exterior angles also increase engagement and buyer confidence.
Once customers reach your inventory pages, make it clear which vehicles are Certified Pre-Owned.
On the Vehicle Details Page (VDP), be sure to highlight key program benefits, including warranty coverage and the inspection process. A well-placed homepage CPO banner can also draw attention to your CPO selection.
5. Promote CPO Financing & Special Offers
Financing options are a major consideration for many buyers. If your dealership offers special financing rates for CPO vehicles, make sure they are prominently displayed on Vehicle Details Pages (VDPs), specials pages, and the CPO landing page. DealerOn Symphony Specials can help manage and showcase these offers. Well-placed banners and callouts emphasizing CPO-exclusive deals can help attract price-conscious buyers and increase conversions.
By implementing these strategies, dealerships can effectively highlight their Certified Pre-Owned inventory, attract more buyers, and increase website engagement. A strong CPO presence ensures that potential customers not only find CPO vehicles easily but also understand the value they provide, leading to higher sales and improved customer satisfaction.
Article Contributors:
Toni Lahoud, Sr. Customer Success Manager
Rosa Mingo, Sr. Customer Success Manager
Tony Reyes, Sr. Customer Success Manager
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