Dealers discuss AutoTrader's new "BOB" (Big Orange Button) feature—a prominent call-to-action that directs consumers from AutoTrader vehicle listings to dealership websites—and share mixed results on its impact to their business metrics. The thread reveals that some dealers saw measurable improvements in website traffic after implementing BOB in early 2011, though others expressed reluctance to share detailed performance data, making it difficult to draw definitive conclusions about ROI. The core insight is that BOB represents AutoTrader's strategic shift to compete with Craigslist by prioritizing lead quality (directing buyers to dealer websites) over keeping shoppers engaged on their own platform longer.
