CarGuru: Car Sites Need More Videos, Fewer Facts
Carmakers should add more flash and trash to their web sites. Words of wisdom from CarGurus.com CEO Langley Steinart. Speaking with Advertising Age [sub], Steinart asserted that a six-month study of shoppers on his website indicated that 62 percent of pages viewed consisted of photos and videos. Based on this info, he uncategorically concludes that online shoppers "first and foremost want videos." He was shocked (shocked I tell you) to discover that car-shopping web surfers have to read automakers' websites to glean information about a car. "You have to fall in love with the car visually. Are you going to fall in love over braking power?" Regarding the science behind his study, Mr. Steinart admits he has no way of knowing his site's demographics– other than they "cut across all ages." The Guru-in-Chief also couldn't say how may visitors to his site are shopping for a vehicle (instead of reading editorials and blogs or looking for parts, accessories or automotive epiphanies). With his ability to make leaps of logic in a single bound, we reckon Steinart has a bright future in marketing research.