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From: Jared Hamilton
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Jeremy Patterson

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Being Simplistic Still Key

According to the results of a study done by simplicityindex.com, most customers will actually pay more for a simplistic experience when interacting with a brand.  What this means is that businesses need to begin with the customer and figure out the way that makes it simple for them to purchase.

For example, the automotive industry often presents an online experience filled with multiple buttons, flashing images, widgets, video, etc.  A typical car dealership's website is often complicated to browse, with odd methods of sorting vehicles, cluttered product pages and multiple questionable and/or confusing calls to action on each page.

A dealer would do well to first address many car buyer's potential pain points: trust, price, time and convenience.  If the same website were to quickly establish trust, present a fair and competitive price and convey that getting a vehicle is a simple, easy and quick experience, they would likely see the amount of interested buyers increase.

This methodology of making things simplistic for a buyer can be used in any business model.  For example, many customers check to see if a company has a social media profile when voicing a complaint, in hopes that the business will respond on the platform they are most comfortable using.  If an organization has profiles established to field customer comments and feedback, they are making things more simplistic by meeting the customer on his own terms.

Working backwards from a customer perspective is key to keeping things simplistic enough to provide the appropriate shopping experience.  What are some ways you all are simplifying the car buying experience for customers?

Angie Phares
"K.I.S.S. Keep it Simple, Stupid. Great advice, hurts my feelings every time." -Dwight Schrute

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