Use the Car Dealership Method When Designing Webpages

Use the car dealership method when designing webpages.

What is the car dealership method?

When you buy a car at the dealership, before you drive the car off the lot, the sales person goes over the basics of how to operate the vehicle.

What they don’t do is open up the user manual and spend hours going through each page with you. For that level of detail, you know where to find the information – the glove box.

Think of this next time you design a webpage.

Are you throwing everything you can think of on the page, making the buyer journey unnecessarily overwhelming, difficult to navigate, and complex?

Too often I see webpages that have every single detail about the solution: features / benefits, testimonials / social proof, content, videos, pricing, FAQs, comparisons, etc.

Instead, you can keep the webpage short and sweet, giving the visitor the basics and allowing them to dive deeper in the particular path they choose.

If you look at heatmaps and scroll depth data, you’ll see that shorter pages tend to perform much better.

In the figure below, we are using an icon-based directory which provides visitors a clean and clear hub for accessing additional resources.