Established in 2013, headquartered in NYC, Vroom has had 3 rounds of funding totaling 168M (according to CrunchBase).  Acquiring the relatively famous Texas Direct Auto in 2015, Vroom is on the right side of profitability and hit $900M (total since inception) for revenue in 2015.

 

Vroom's marketing centers around buying a car online - that's it.  Simplistic and maybe plants the seed of curiosity to at least check out the website.  Vroom offers free delivery in the continental US.

 

Let's dive into Vroom's website.

ABOVE THE FOLD - HOMEPAGE

The website starts out simplistic and straightforward.  I think the marketing comes close to hitting the spot.  They list some of the things that would detour people from purchasing a car online and they address those concerns immediately.  Initially, it looks like an average website without anything special, could be a move of simplicity - like really simple.  

The one thing I don't like is only having a search bar, give some direction to the people who need it.  I would simply add icons across the top of the search bar featuring body types.  Not too much to dissect here above the fold.  I didn't click to watch their TV ad, wonder how many people do...

 

As we travel past the fold, Vroom jumps again into reasons why you should try this new process.  This misses the mark with me.  These items are important, but relieving shopper anxiety is job number 1.  Why would I buy a car online without seeing it first?  7-Day Returns is a starting point but they miss the mark by not trying to drive it home early in the website experience.  At least give me a link to something.

Vroom below the fold.png
 

Next Vroom is establishing credibility and they are working on relieving shopper anxiety a bit.  The review tab is nice, needs to be integrated into the website more prominently somehow.  As of right now I'm not feeling anything out of the ordinary with Vroom's site.  

 

why we vroom

Now we're getting somewhere on Vroom's homepage.  They boast that they are the market leader in online car buying and proceed to try and back it up.  The Pricing Tab is first with a testimonial attached and when you move through the tabs, they cover questions that consumers have about this new process.  I would definitely have this section higher on the homepage.  Make it SCREAM...

 

The Reconditioning Tab takes a poke at dealerships and touts their 360 Certified.  Little to no info on the certification process, BUT you get a clear title with no accidents reported on the car.  Come on Vroom, you can do better than that.

 

The 7-Day Returns Tab should have spotlights shining on it, this is what makes used online car buying possible.  The online outlets have really tapped into something here, the messaging is great and Vroom does it in a concise way.  Great job.

 

Finance Tab - unless you looked up at the top right hand part of the page, this is the first time I notice financing.  Big part of the process with little representation.  Vroom shops terms around to 30 different financing partners, that is a strong sales point.  This will makes the consumer think all bases are covered in trying to find the best rate.  Great job here.

 

Coverage Tab - necessary part of information, that's about it.  The testimonial talks about a person in the process, does the consumer have to talk to someone?  I think this testimonial could throw confusion in the air with some people, nothing has been addressed yet about speaking to a human.

 

Who we Are section 

They have a button in the middle of the page titled "Meet the Team".  Typically, I would skip this section on the homepage.  I'm assuming that Vroom has their employees listed on this link saying what a great place it is to work at - of course they'll be glowing reviews.  But for the sake of this exercise, let's click on the link.

Vroom above the fold 5.png
 

I was right and I was wrong.  There is a lot of stuff that a normal "About Us" page would have, but there is also some great points on here they could have incorporated on the homepage.  First - the stat's towards the top of the page, mixed with reviews, would build shopper confidence.  If I'm going to buy a car online, I want to make sure I'm not the first and the others before me were happy.  I don't want to be a test dummy.

 

Search Results Page

Once you get to a search results page, the options of search open up.  Nothing out of the ordinary but it does gives you some direction.  I do love that the search results page is in a gallery format.  Most dealers have listings on this page, IMO, that is not as appeasing to the eye as the gallery - you see more at a time with the gallery.  Compare it to driving around the lot at your physical location.  Good job with the gallery.

 

Vehicle Description Page

Automatically the size of the photo's jump out at you, great job with photo quality.  The page gives basic information and the description isn't really selling the vehicle.  I would have liked to be able to work numbers on this page for reference (can I afford it?).  For the information provided, I do like the layout and feel, just wish there was more information.  NO REVIEWS - BOOOOOO! 

Vroom VDP.png
 

Financing Page

This page could be a hit, but turns out to be a flop.  I am sold, they are going to get me the best rate using 30 different places.  Sign me up, oh, there's no option for that or any direction of where that happens.

 

Sell your car page

Finally, another great find.  Get your offer instantly and you have 7 days to redeem.  If this process gets adopted across all dealerships, good-bye KBB.  I'll just do this with a couple local dealers to get myself a real price instead of just getting a negotiating point with KBB.

 

Starting the Process Page

You first start an account, I feel like I would be walking into this blindly.  I didn't get a clear understanding of the process throughout the website.

 

Positive takeaways from Vroom

Picture quality

For fair or bad credit, shopping a financing deal to 30 partners is VERY attractive, I repeat - VERY....

Instant offer on my car

Delivery

Gallery on search results page

Why We Vroom

negative takeaways from vroom

Not a clear sense of the process until you have to jump in.

VDP

Relieving shopper anxiety

Messaging

Flow of the website / felt choppy.