Carfax CTA on your used VLP

[joe.pistell]

Here is what happens when a customer clicks on this link:

• It does NOT ....

Micro, dude, your logic is flawed, step out of your car guy uniform and shadow car shoppers*. CarFax delivers real value to car shoppers. Hard stop. Do the work.

Micro, for every sale you make how many internet shoppers DID NOT buy from you? Look into it, it'll make you sick (i.e. you sell about 1% of your website visitors... ask yourself, what if I could double it to 2%??))

Micro, Look at the closing rate of your Carfax leads, 100% higher? 200% higher? Shoppers clicking on CarFax on your VIN means YOU ARE A FINALIST. FUCK LEAD GEN, it's ~40% of your sales, 60% are stealth walkins, work hard on attracting those invisible shoppers. Get more of them to click on your VIN's carfax.

Micro, Selling cars is a Zero Sum game. While you're fighting for more leads, I'll be stealing your sales with superior merchandising user experiences.

*Observing my Brother… the car shopper.

 

[Rick Buffkin]

 

[joe.pistell]

@Rick Buffkin and @Ryan Everson, thank you for the complements.

@Mico Silver, our industry has undervalued the power of merchandising. Somehow, no one sees our marketplace thru the eyes of a shopper. Shoppers are dazed and confused. Strategic merchandising ATTACKS this.

@George Nenni quote:

I've run GA4 reporting for @joe.pistell for a few years now, and when he made merchandising improvements, injecting interior photos early, adding text to explain options, his conversion rate quickly went to 2-3X our conversion rate benchmark (math=forms, calls, chats divided by sessions). Tough to argue against these results. Link to comments​

Way before the internet, Car Dealers were the best merchandisers in retail, but, mastering digital merchandising is technically complex, It's highly strategic and very hard to scale. This is why no one does it... and it's why those that do commit cash to it, crush their competition.