Any "Gating" Advocates?

[douglaskarr]

Full disclosure: While we have clients with hard-gates on their inventory, I'm not a fan. (Registration before viewing) I'd rather dealers A/B test the gate so they can measure the actual impact than just add it outright. My belief is that gating inventory is interrupting the research period of a prospective buyer before they've made any decision. Not to mention gated content won't rank, we see this with a few of our dealers.

One area I think does have some promise is soft-gating... where you provide all but a few key pieces of information to entice a visitor that's closer to a buying decision.

Thoughts? Any research done here? Best practices? I've done some searching and find a lot of opinions, but not a lot of statistics.

 

[joe.pistell]

While we have clients with hard-gates on their inventory, I'm not a fan. (Registration before viewing)

@douglaskarr BHPH? This high-friction UI is more common with this type of dealer.

 

[douglaskarr]

@douglaskarr BHPH? This high-friction UI is more common with this type of dealer.

This is an agency working with a dealer that's not BHPH, they want to gate all ad traffic.

 

[Alex Snyder]

When you give customers the utmost transparency, sales climb. When you gate everything, leads climb. These choices fully rest on where pay incentives sit.

The problem with transparency is that it is really hard to track. Leads are easy.

 

[Ryan Everson]

When you give customers the utmost transparency, sales climb. When you gate everything, leads climb. These choices fully rest on where pay incentives sit.

The problem with transparency is that it is really hard to track. Leads are easy.

Subprime BHPH customers value transparency just as much as anyone else. That's why nearly half of Carvana's loan portfolio is subprime, and 80% of that is deep subprime.