Nick King Auto Trader @nchking
Digital Excellence: An easier more enjoyable purchase journey
We re living through uncertain times
Politically Economically Technologically Socially
Familiarity Make me happy! 7
In a complex digital world...
Up to 10,000 Advertising messages seen every day 9
Information Overload Our brains are configured to make a certain number of decisions per day. Hit that limit, and we can t make any more, regardless how important.
Think like a consumer 11
14 Section title BMW configuration options
Retention Primacy effect People have a good memory for items at the beginning of a list Recency effect People also have a good memory for items at the end of a list time
If their website is an insight into how the company is run, I'd run a mile. Never visited the site due to confusing website. How can I make a choice if I cant see cars and quality of the dealership in one place.
Section title Perception matters 17
1 2 3
OK 50p Good 75p Excellent 1.50
So a fantastic design and UX can really make a difference
Section title So how do brands deliver an enjoyable online experience today? 21
5 core needs in digital retail 3Confidence Reassuring people that its safe to stop searching Providing people with a clear path through complexity 1Choice 4Enrichment Going the extra mile to excite and inspire people 2Experience Engaging with people in a way that feels human 5Fairness Building peoples belief in the brand
Choice The website shows me everything I need to see. Providing people with a clear path through complexity The company would help me make the best possible choice I m confident I can make the right choice
What websites are providing the best choice? Choice Expert review Flexible search options, including draw a search Filter options change as you funnel down results Information on area, street view etc. allows fully-informed decision making A wide variety of estate agents selling houses locally so you'll always have choice.
What websites are providing the best choice? Choice Site has everything I need to know such as live updates and is very user friendly. The website helped me get the tickets I needed at the right price with no hassle. Lots of information given to make informed choice and the site is easy to navigate.
Choice
Providing people with a clear path through complexity more isn t equal to better it s about curation and guided navigation, not overwhelming with endless options. Choice Making it easy, but as we know simplicity is the ultimate sophistication Help me know I made the right choice
Experience The website seems to anticipate my needs Engaging with people in a way that feels Human The company would provide a highly personalised service I m not worried about any unexpected problems
What websites are delivering an exceptional online experience? Experience Expert review Two ways to start search based on journey stage Journey directed through Chatbot-style questions Prompts with tips How much paint do I need? I can pick a colour and it shows me every option, then it even shows you colours that work with it. [ ] I wasn't looking to buy paint but now I want to!
What websites are delivering an exceptional online experience? Experience Amazon remembers what you most look at and gives suggestions based on history. Very personalised service and lots of choices. Reliability brings massive customer integrity and loyalty. Very personalised service and lots of choices.
Engaging with people in a way that feels Human Level of detail shows we can deliver a personalised service live chat/ Chat bot advice and help Experience Prompts with tips Remembering what you like/ last bought/ already own Does it feel intuitive is it easy to use?
Confidence The website works exactly how I want it to Reassuring people that its safe to stop searching I d completely trust the company s advice I know everything I need to know
What websites are giving consumers the most confidence, to navigate journeys and aid their decision making? Confidence Expert review Clear categories and searches broken down into easy-to-use chunks Customer reviews and People also bought.." provide reassurance and guidance Amount of detail and choice makes it feel like the one stop shop for DIY needs Wow - everything under one roof but every item explained in great detail and simple-to-follow pricing too.
What websites are giving consumers the most confidence, to navigate journeys and aid their decision making? Confidence It works exactly how I want it to I d completely trust their advice I know everything I need to know Does what it says on the tin, easy to pick tickets, lovely jubbly. I am reasonably confident of getting the best deal possible. Great website, easy to use, it has all the information I need.
Reassuring people that its safe to stop search Am I getting a good deal? Confidence Clear categories and searches broken down into easy-to-use chunks Customer reviews and People also bought.." provide reassurance and guidance Trust and Transparency even more important
Enrichment The website provides me with inspiration Going the extra mile to excite and inspire people I d enjoy the experience of dealing with the company I m excited about the choice I m making
What websites are going above and beyond the functional elements and going the extra mile? Enrichment Expert review Clean, uncluttered layout and clear, stylish photos No hard sell can browse calmly with pressure to buy Temptation to explore unintended products It is great experience because it has a good layout, it is clear, and it has very good filter options.
What websites are going above and beyond the functional elements and going the extra mile? Enrichment It is a very well presented website with plenty of inspiration as soon as you arrive on site. Found exactly what I was looking for very quickly. A pleasure to use the site. This website makes you want to get booking and head off in holiday. Loads of choice, and easy to use. 39
Going the extra mile to excite and inspire people Enrichment The limitations physical environs have on your forecourt do not apply the digital site can be anything you want Clean, uncluttered layout and clear, stylish photos. Attention to detail critical now Everyone should be working just as hard to inspire and excite potential customers, and not rely on OEMs to do this job.
Fairness The website offers me a balanced perspective Building peoples belief in the brand The company s employees should be proud to work there I can stay true to my wider ethical values
What websites are embracing transparency and building brand affinity? Fairness Expert review Illustrated with real-life scenarios to demonstrate product value Comfortingly homely, human style, language and tone Gives a feeling of being supported in unfamiliar territory Webpage was clear and encouraging of saving energy, such a message should be more widely valued.
What websites are embracing transparency and building brand affinity? Fairness Great site, very easy to navigate and find what I wanted. Love this company - great website. I would feel very confident to buy from it. 44
Building people s belief in the brand Fairness Show a balanced perspective reviews Illustrate with real life scenarios Stories from customers Do I feel good after I have visited the site? Transparency of hidden costs
Blended retail keep winning and that is what our industry is. What an opportunity to shine.
Digital Excellence: An easier more enjoyable purchase journey
Thank you! @nchking @atinsight