Zuto.com — A simplistic journey that doesn’t make you think
Zuto is a main competitor from my day job, and it is a car broker website that i’m fond of for many reasons, but mainly because it offers a very simplistic journey. Their main objective is to lead you to the application page, and there are many avenues you can take which will lead you to that form. However, as soon as you land on their site, you are not overloaded with options and confusion about where to click.
As you can see above, the top nav is reduced to two main options. Set your budget to the car you have in mind, or the budget you have in mind, and apply- there is also the option to get more information from ‘How Zuto Wroks’ This button turns white when you scroll over it, increasing visibility and indication it can be clicked. If a customer doesn’t know what they want, or wants to browse the site a little deeper, then Zuto know there are two possible journeys here — they will either click the menu bar or immediately scroll down. Everything within the menu, can be found on the homepage. This is what I like about the website - you know where you are, and you can easily - and quickly - find and access information. Also, Zuto have decided to move away form the hamburger bar and change this to ‘menu’ — this is now a common pattern amongst many websites, as it reduces confusion.
On the main image, you will find an option to click ‘how Zuto works’. This leads the customer to the above page. Instead of increasing cognitive load with paragraphs of text, they have a nice video for the user to watch, where the ‘Apply now’ CTA is always visible. If the user doesn’t fancy the video, or their bandwidth is bad, there is 3 nice bullet points with symbols as backup.
Further down the ‘how Zuto works’ page, users have a budget calculator that they can use to understand their budget before the application page. The nice clear yellow plays as both an indicator to move the bars and for the CTA. I think the yellow works great.
Again, on the application page, the yellow acts as a great indication for CTAs. What I love about the form, is it hides the majority of the questions until you complete the first section — i’m certain this will reduce bounce rates as users wont be overwhelmed by all questions appearing at the same time. Once a user completes the first section and clicks next, everything shifts up, as seen below: