Less is More

When it comes to cars, buyers want all the bells and whistles. When it comes to websites, however, less is more. Unfortunately, many dealerships pack their pages with too much stuff and too little substance.

The most effective dealer sites focus on the two elements customers say are most important—inventory and specials. Sites that add too much more can look cluttered, causing viewers to lose concentration and go elsewhere.

Ready to see if your site makes the grade? Try this challenge: Look at it from a customer’s point of view. What is the first thing you see? Is it easy to navigate from one page to the next? Can you quickly locate inventory and specials? Are there places for your eye to rest? If you find it difficult to evaluate your site objectively, ask a focus group of actual customers to answer these questions for you.

Use yourself or customer evaluation to clean up your site with an eye toward simplification. Then, stop tinkering. After all, your job isn’t web design; your job is converting web traffic into real sales.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s