OAK BROOK, Ill. -

According to results of a test conducted with AutoTrader.com, dealers who use vAuto’s RealDeal generate additional online vehicle shopper interest and leads — as much as 24 percent more than dealerships not using the tool.

Officials explained their test conducted in late spring of this year measured online shopper response to vehicle listings that include a RealDeal report, compared to listings without one. AutoTrader.com has since made RealDeal reports a permanent fixture on listings from RealDeal dealers.

On Monday, vAuto said its test results showed:

—Online shoppers are 12 percent more likely to click on AutoTrader.com listings with a RealDeal report (measured through search result pages and vehicle detail page conversions).

—RealDeal dealers gained a 24-percent increase in leads from online buyers, including phone calls, emails and credit applications.

—RealDeal dealers saw a 40-percent increase in online activity/engagement, including website clicks, map views, printable VDPs and autobiography views.

A reaction from one vAuto RealDeal dealer supported the test conclusions.

“We noted the increase in shopper activity and interest,” stated Jack Anderson, used vehicle director at West Herr Automotive in Buffalo, N.Y.

“But more than that, we’re excited that RealDeal reports on AutoTrader.com listings send a clear and strong message to online shoppers that we offer a unique and fair-price-minded sales experience they can’t get at other dealerships,” Anderson added.

vAuto founder Dale Pollak explained, “We launched RealDeal with the belief that today’s consumers wanted a fair, market-based and transparent approach to pricing and selling used vehicles.

“The test results prove that dealers who embrace these principles fare better in the marketplace than those who do not,” Pollak went on to say.

As the orchestrator of the test, AutoTrader.com chief executive officer Chip Perry insisted, “The results are impressive on two fronts.

“They affirm consumer focus group feedback that today’s buyers are interested in a fair deal and a no-hassle experience at the dealership,” Perry surmised. “In addition, the test results highlight the kind of market intelligence and value our partnership with vAuto brings to dealers.”