Nissan Franchise

Shopper Journey

DealerOnBowie, MD

AUTHORITY

59 • Priority B

Live shopper journey analysis

Website, SRP, VDP and lead paths reviewed

Last 30 days

Website Search Results Pages Vehicle Detail Pages Forms & Calls Mobile Experience

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BIGGEST JOURNEY LEAK

Shoppers are reaching your inventory, but too many leave before taking the next step.

Nissan of Bowie is generating website interest, but speed issues, weak calls to action and drop-off between inventory browsing and vehicle engagement are reducing lead volume. The fastest opportunity is to remove friction at the highest-exit points.

28.6Kwebsite sessions

42%inventory-to-VDP progression

9journey issues requiring action

Shopper Journey Funnel

Website

28.6K

SRP

12.1K

VDP

5.2K

Form Start

1.8K

Leads

287

Largest drop-off:SRP → VDP (57%)

Strongest stage:Website (28.6K)

Lead conversion:1% overall

Highest-Exit Pages

Inventory List

67% exit

8.2K views • No filters

Search Results

58% exit

6.1K views • Speed issues

Home Page

52% exit

3.4K views • Weak CTA

Page Speed Issues

VDP - Photos

-2.2s

4.2s current • 2s target

SRP - Filters

-1.8s

3.8s current • 2s target

Inventory

-1.1s

3.1s current • 2s target

Weak Calls to Action

Inventory list view

Issue: No CTA visible

→ Add "View Details" button

Search results

Issue: Text-only links

→ Make buttons more visible

Home page

Issue: Generic "Browse"

→ Add urgency ("Find Your Match")

Form & Call Engagement

Contact Form

287 starts • 156 completions

45% abandonment rate

Call Clicks

1,204 clicks

+18% vs 30 days ago

Where the Journey Can Improve

Largest Conversion Barrier

SRP page exits before reaching VDP (57% drop-off)

Expected impact: +1,200 VDP views

Why It Matters

Users can't find the right vehicle or refine their search effectively

Impact: More engaged shoppers = more leads

Recommended Fix

Improve SRP filters, reduce page load time, add clearer "View VDP" CTAs, and optimize for mobile SRP experience.

Create Action Plan →

Immediate Actions

PRIORITY FIXES

Fix mobile VDP speed issues

Optimize photo loading and lazy-load vehicle details

Strengthen inventory calls to action

Add prominent "View Details" button to list items

Improve SRP filter performance

Reduce filter load time to under 2 seconds

Review high-traffic pages with low leads

Audit home page, inventory list, and search results

Reduce form abandonment

Simplify form fields, add progress indicator

Shopper Journey Optimization Strategy

Remove friction at the three highest-exit points (SRP, form abandonment, weak CTAs). Expected result: 15-20% increase in lead volume.

Create Shopper Journey Action Plan