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TEST: Shoppers Don't Know Cars... do you?

Discussion in 'Off Topic & Everything Else' started by joe.pistell, Jul 23, 2016.

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  1. joe.pistell

    joe.pistell
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    Uncle Joe

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    Link to the test

    There are 10 questions.
    I'll show you pics of 2 SUVs stripped of badges (like below),
    upload_2016-7-23_18-14-20.png
    you get 60 seconds to guess the make and model.​

    Score
    1 point p/Answer & bonus if you get both
    • +1 Correct Make
    • +1 Correct Model
    • +1 Both Make and Model Correct.
    • Max score = 3 per car.

    Winner gets some sort of lame prize and lots of admiration from the DR posse'

    Good Luck,
    -Uncle Joe

    Link to the test


    p.s. Max total score = 30, I didn't make it to 20!!
     
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    #1 joe.pistell, Jul 23, 2016
    Last edited: Jul 23, 2016
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  3. joe.pistell

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    Uncle Joe

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    I have to score these tests manually. I'll email you the results. If you're brave, guess what your score is and post it here, we'll see how close you are.
     
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  4. joe.pistell

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    Uncle Joe

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    This test can be an eye opener. It'll show you how critical photos are to shoppers.

    Plus, from my seat, it helps explain why our industry has no shopping carts. You mutter "howinthehell does that make any sense?"

    Some high-level observations about Internet car shoppers:
    #1: Shoppers don't know cars
    #2: Shoppers scan, they don't read
    #3: Shoppers use photos to speed information consumption
    #4: Car shopping is a loooong journey that is NOT linear nor logical

    From these observations, here's what I've believe to be true:
    • Old school: Shoppers use the Internet to decide which car to buy
    • New school: Shoppers use the Internet to setup a productive dealership visit.
    If my 'new school' conclusion is correct, then car dealer websites need to deeply integrate the dealers' why-buy message deeply into the their site(s)*.

    Be brave, take the test, you'll learn that you have a trained eye that becomes tired... "Shopper's don't know cars, do you?"

    HTH
    -Uncle Joe


    *I've been preaching this on DR's forums for years.

    p.s. The test asks for thoughts and comments. There are some that are brutally honest and made me LOL. When you take this test, leave your thoughts, I'll share them later (without your name attached ;-).
     
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    #3 joe.pistell, Jul 25, 2016
    Last edited: Jul 26, 2016
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  5. jscole86

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    Refresher

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    I started getting glassy-eyed after looking at all these white, SUV, side profiles, and at about 7 or 8 I just wanted it to end. haha
     
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  6. joe.pistell

    joe.pistell
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    Uncle Joe

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    Great observation!! What can we learn from this?? ck this out...

    It took you 10 minutes to take the test. Imagine how shoppers feel when they're 3 weeks in and have seen >20 different car websites!

    Shopper Fatigue is real!

    How can we profit from shopper fatigue?
    • Create CTAs that help a shopper to visualize a quick and happy ending!!

    More thoughts on 'shopper fatigue' http://www.dealerrefresh.com/the-internet-shopper-experience-chart/
     
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  7. joe.pistell

    joe.pistell
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    Uncle Joe

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    In this theme "I'm tired of shopping, let's end this"... my favorite CTA on a VDP is a lift from the mighty Amazon...
    upload_2016-7-26_7-11-15.png

    Friggin' brilliant!
     
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    #6 joe.pistell, Jul 26, 2016
    Last edited: Jul 26, 2016
  8. joe.pistell

    joe.pistell
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    Uncle Joe

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    Give it a twist for our industry...


    upload_2016-7-26_7-32-33.png


    The count down timer is sync'd to your store hours calendar.

    What 'cha think? Will it sell more cars? ;-)
     
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  9. joe.pistell

    joe.pistell
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    Uncle Joe

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    It's "Guess the SUV" game.

    upload_2016-8-3_8-57-22.png

    Can anyone guess what these 2 SUVs are? (SUV left) - (SUV right)
     
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  10. Rick Buffkin

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    Sausage King of Chicago

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    Love this @JoePistell@JoePistell

     
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  11. Jeff Kershner

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    Founder

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    Joe, I just took the test. Not EASY. And I'm in the business. I do believe I scored at least an 80%.

    My conclusion - most Domestic and Asian Imports look the same from the side unless it's a really unique style like the Ford Flex. I knew most of the German imports (and of course the Benz) but again, maybe that's because I'm in the business and I'm around and have owned mostly German imports.

    Now watch me only have gotten few right....
     
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