Six persuasion tips from Autoquake
Occasionally, I like a site so much I want to tell everyone about it. Autoquake happens to be the latest, so here are six examples of persuasion techniques used on the Autoquake site. Disclosure: I have no connection with this site.
1. Clarity – The Autoquake proposition is summarised in just five points on the homepage. The proposition reassures the customer that there’s nothing to worry about. Each point in the proposition matches the significant decision points in the user’s car buying journey. The user’s experience of the site is framed to be nothing like anything they’ve experienced before in car sales but everything they’ve come to expect with buying online.
A really clear proposition frames the users experience.2. Credibility:
- Clear consistent specifications for each car across all marques and models. Car manufacturers could really learn something from this example of presenting information.
- Testimonials from satisfied customers, but with pictures of the customer, so much better than an anonymous quote. These really are people like me!
A testimonial enhanced by a photograph of the customer.3. Confidence:
- Lots and lots of photographs. Regardless of value each car gets up to 40 photographs and that includes close ups of damage, if there is any.
- Consistent photography, all cars regardless of value or marque have the same shots displayed.
- Detailed photography, close ups of the car, certificates, registration documents and service histories.
- Big pictures, the photographs are big enough to comfortably share on screen with a co-decision maker.
- Revealing lighting, a shiny polished car in nice even lighting lets you see if there are any dents or knocks in panels.
Photograph including object for scale.4. Social proof
Autoquake’s strategy to initially publish cars with tantalisingly few details and encouraging customers to sign up to see full details when they’re published is great. Combine it with revealing how many others have signed up and you’ve got a potent example of social proof and perceived scarcity being built up. This must be a good car as all these other people want it too!
Can you see how many other people think this is a good car?5. Scarcity
Publication of full details is announced with an email, to everyone that asked for one. The last alert I received had been sent to 40 other people and that created a real sense of urgency and scarcity. You’d better act fast or you’ll lose it.
You’ll need to be on the ball there’s lots of interest in this car.6. More social proof
The race is on to reserve the car but persuasion architecture doesn’t stop there. Autoquake then reveal how many other people have signed up to receive second chance alerts. Maybe you missed poll position or you found the car after it had been reserved, but if all these other people want this car, then this must be a great place to buy a car. I’ll make sure I act faster next time.
This car is reserved and lots of people think it’s really good.About the author
Walt has spent the last 11 years working with the web. He has a background in design and production and enjoys ethnographic research. He’s renovating his house at the moment, so he’s doing a lot of D.I.Y at the weekends! Email Walt, or call +44 (0)117 946 3930
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