Humans have an incalculable memory, but we lack processing speed.

We process information at about 120 bits per second, and you're currently using 60 of that watching this video.

That's why we're awful multitaskers.

You give someone six tasks, they're not going to do one well and five poorly.

They're going to do six poorly.

So you want to give that person on your website the ability to not overload their "processor".

It takes a person 50 miliseconds to determine whether they'll have a mental breakdown while viewing your website.

Let's take a page out of the online retailer's playbook, because they're better at this than dealers are.

The top 5 online retailers converted 3.3%, and Amazon converts at 13.3%.

What's the difference?

Two things:
• Familiarity, and
• Simplicity

Not making people overthink it.