Welcome back to another Wednesday Workshop from DealerOn.
When making the decision to buy a car, the price is often the most important part of a customer’s decision-making process. That means that the price stack should be a priority when designing your search results and vehicle details pages. Today we’re going over four ways you can optimize your price stack to give your customers the best experience.
One: clearly display and update the price as needed.
This one is relatively obvious, but it needs to be said. The price is a primary decision-making factor for nearly every one of your customers. Making it clearly visible goes a long way toward helping them make that decision. And it helps demonstrate your own trustworthiness.
Two: place the price in a high visibility area.
It’s important to point out here that “high visibility” on a desktop might not be “high visibility” on a mobile device. Ensure that no matter what device a customer uses to reach your site, they have an easy time finding the price.
High visibility means placing the price in areas of the page where the customer’s eyes are drawn to. Ideally, price should be displayed above the fold where customers have easy access to it, no matter their device type. Pro tip! Always make sure there is a clear and concise “Call to Action” right below the price stack. This way a customer can immediately engage when they are ready to make a decision.
Three: text highlighting the price should be easy to read.
The final price should be displayed in an easy-to-read font, slightly larger than the surrounding text. If that isn’t enough, a contrasting color or bold text are good ways to have it stand out.
Compare that to a version where the price is the same size and color as the rest of the text. You can see how easy it is to get lost.
Four: Highlight any discount.
Discounts serve the purpose of letting your customers feel like they’re getting a deal. By highlighting the discount, the customer feels better about the choice to buy. It also places a sense of urgency over the decision.
All of these tips add up to one thing – getting eyes on your price stack. Make it easy to read, easy to find, and easy to understand. Your customers will appreciate it. Next week, we’ll be back with even more tips on how to optimize your price stacks.
That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.