What is Decision Fatigue and How Does it Affect Your Car Dealership?

There are times when auto dealers face the fact that even if they invested money, time, and effort into driving more traffic to their car dealer websites, it still doesn’t result in as many conversions as expected. These are not one-off cases, as research has clearly shown that well over 90% of the traffic that reaches a business website don’t have any intention whatsoever of actually making a purchase.

These prospects are usually only interested in doing some research and comparing alternatives so as to arrive at an informed decision. In due course, they often end up bouncing off of your auto dealer website, without converting or taking any other desired action.

What is Decision Fatigue?

Regardless of how logically a person typically behaves, almost no online customer is unaffected by a concept referred to in digital marketing as "decision fatigue”.

We humans take hundreds of decisions, both deliberately and unintentionally, before even stepping out of our homes in the morning. As a result, people automatically begin searching for shortcuts in various decision processes, essentially to avoid being bewildered by choices.

This leads to people either impulsively taking decisions, or avoiding the decision-taking process altogether. The latter is especially true when it comes to purchases that are financially steep such as cars and automotive accessories.

Using Decision Fatigue to Your Advantage

However, there also exist ways in which decision fatigue can be used to the advantage of your vehicle dealership, to get more website visitors to convert.

For instance, dynamic visitor promotions (DVPs) that are exit intent or time based, displaying the right messages at the right time, can nudge visitors to taking  spur of the moment decisions.

Once a visitor has been on your car dealer website for a certain amount of time and they’re getting set to leave, have your website show them a promotional message. At that specific point, there is a 50 percent chance that they will act impulsively and convert when shown the promotional offer.

When prospects see a relevant and strategically timed ad, they will be much more willing to communicate with your car dealership and also more likely to convert by subscribing to your email, filling out a short survey, and so on. As long as your auto dealer website keeps the message and its call to action (CTA) short and clear cut, there will always   be prospective buyers who would convert immediately.

For more information on how decision fatigue impacts your sales and to know how izmocars can support you, Contact Us.