- May 1, 2005
- 4,728
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- Jeff
BTW @JoePistell Allow this test to run through the month of August. I'll be pushing it hard across the DR channels over the next few weeks.
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This thread is just the tip of the iceberg.The people ahead of the curve aren't Googling for answers — they're already in here, having the conversations you haven't found yet. DealerRefresh is free.Get the full picture →
TEST: Shoppers Don't Know Cars... do you?
- Thread starter joe.pistell
- Start date
- Apr 7, 2009
- 5,081
- 2,488
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- Joe
Yup. We car guys have a well trained eye... shoppers do not. Our eye is trained to hunt for subtle little clues (like the shape of the badges). We scan the car and see that lil emblem (or spoiler, or tail light, or....) then bloviate "oh that's a Nissan XL714".
- Apr 20, 2009
- 715
- 745
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- 10
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- Ryan
That is what I did, but I'm not sure that my score reflected the effort.
- Apr 7, 2009
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- Joe
One take away to consider is: "shoppers don't know cars, reading makes their eyes bleed and they use pictures to quickly discover if they like the car or not".
IOW, they see what your seeing now... SHAPES & COLORS (not models & trims).
IOW, they see what your seeing now... SHAPES & COLORS (not models & trims).
- Apr 7, 2009
- 5,081
- 2,488
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- 10
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- Joe
Did you find yourself FATIGUED?
Most everyone tells me that this is not easy and they're tired and glad it's over. The test was 10 minutes long. Car shoppers are avg'ing >20 sites and taking WEEKS to do this.
Regular to the forums recall me shadowing my brother while he bought a car. He logged TEN HOURS OF INTERNET WORK before he came into the store (and he still missed many opportunities).
Again, we as an industry, under weight how hard it is for a shopper to make a great decision on the internet.
#empathy
Most everyone tells me that this is not easy and they're tired and glad it's over. The test was 10 minutes long. Car shoppers are avg'ing >20 sites and taking WEEKS to do this.
Regular to the forums recall me shadowing my brother while he bought a car. He logged TEN HOURS OF INTERNET WORK before he came into the store (and he still missed many opportunities).
Again, we as an industry, under weight how hard it is for a shopper to make a great decision on the internet.
#empathy
- Oct 29, 2009
- 771
- 895
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- 10
- First Name
- Rick
Brother.... Fatigued??? I was ready to stop 5 mins into it. Did you throw a Ford Pickup truck in there somewere? ROFLOL
- Apr 7, 2009
- 5,081
- 2,488
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- 10
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- Joe
WE've got 98 ppl that have started the test. Only 30 have finished the test!
- Aug 2, 2016
- 4
- 2
- First Name
- stephen
I passed the test around my office. Any grades yet Joe?
I gave up and clicked "Get ePrice Now"
I gave up and clicked "Get ePrice Now"
- Apr 7, 2009
- 5,081
- 2,488
- Awards
- 10
- First Name
- Joe
✨ AI Highlights
# Summary Joe Pistell created a quiz game where participants identify SUV makes and models from badgeless photos to demonstrate how little car shoppers actually know about vehicles. The thread reveals several insights about online car shopping: shoppers rely heavily on photos rather than reading, experience fatigue after browsing multiple dealer websites, and use the internet primarily to prepare for dealership visits rather than make final purchasing decisions—leading to a discussion about how dealers should design calls-to-action and vehicle detail pages to capitalize on shopper fatigue with urgency-driven features like countdown timers.
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