[USER=3415]@Chris Cachor[/USER] We're both a student of Dr Christenson's "Jobs to be Done" 
Here's my thesis on DR's failure.
Digital Retailing (DR) low usage rate reveals to us how shitty the internet is at solving the car shoppers 100's of questions (see JD Power Chart above).
Design Challenge: We as an industry, forget how complex car shopping is.
Car Shoppers want Collaborative Retailing (CR), a shopping cart (i.e. Digital Retailing) is wanted only if the shopper has all questions answered. CR brings the dealer's product expert out onto the internet. From my seat, the DR conversion rate fix is weak because car shoppers have too many unsolved questions. In the "Jobs to be Done" mindset, if you help the car shopper answer their questions, you'll have removed friction in their shopping.
Looking for ideas to improve your site?
Walk the lots of the most successful Digital Retailers out there:
https://www.carmax.com/cars/6043?includenontransferables=true
Used Cars Online | Touchless Delivery Available
NO LEAD GEN SPAM.
Carvana is a roofless dealership and they have an army of call center reps.
CarMax's website is delivering amazing shopper knowledge assistance and hammers mome the "risk transfer" (i.e. 30 day money back)
