Goal & Problems
Shift wanted to increase test drives booked and decrease complaints about pricing, but the product detail page had a few major concerns:
· Pricing confusion and frustration: Some customers didn't know the total cost of the car until too late in the shopping process because the total price had unintentionally been buried on a lengthy product detail page.
· Difficult to wade through tons of car information
· Unclear value proposition: New visitors didn't know about benefits like no-obligation test drives delivered to their door.
Provide easy access to all car details, without overwhelming or distracting customers with information they weren't interested in at the moment.
Within a few months, the new page had increased clicks into test drive bookings and decreased complaints about “hidden fees.”