Explore Sophus3’s research on designing automotive journeys around what customers need to accomplish.
In this insight
Reward the buyer’s attentionMake progress visibleReal vehicles, specific offersApply the principleReward the buyer’s attention
Patrick Fuller describes a transactional approach to automotive customer experience: each interaction should give the buyer something useful in return. That might be clearer availability, a specific offer, or information that helps them make a decision.
Make progress visible
The research challenges journeys built mainly around the brand’s internal funnel. A customer who has spent time finding a stock locator should reach relevant vehicles and useful details, rather than another generic screen.
Real vehicles, specific offers
Sophus3’s examples favour photographs of actual available cars over generic, recoloured vehicle images. Clear stock labels and specific offers help buyers understand what they can get and what to do next.
Apply the principle
- Review recent website changes from the buyer’s perspective.
- Ask what each step gives back for the customer’s time.
- Examine qualitative experience alongside behavioural measurement.
This is a summary of the historical research video. The original includes further examples and its reported conversion comparisons.
Read the original Sophus3 publication →
Summary of the linked Sophus3 publication; original publication date retained.
