Saturday-buyer path teardown

A Saturday buyer is not doing homework. They have a window — kids, a shift, a trade in the driveway — and they clicked because the ad named a car in their town. Assume this path at Northfield: (1) click the Search ad, (2) land on the homepage family hero, (3) hunt Inventory in the nav, (4) land on a category page that still is not CR-Vs, (5) click again into the SRP, (6) scroll past sold units mixed with live ones, (7) fail to find a booking button near the car, (8) scroll to a footer form that asks for SSN, employer, and income “to pre-qualify.” That is three clicks before they even see the promised cars, and a credit interrogation before they can say “Saturday 10 a.m.” Name each step. Do not write “the UX feels off.”

Use these as a starter list, then rewrite them in your own table: (1) Ad → homepage H1 mismatch. (2) 48-hour test drive is not on the page they paid for. (3) Inventory is three clicks down. (4) SRP is not pre-filtered to CR-V. (5) Sold units sit in the same grid with no next-car CTA. (6) No booking CTA beside the unit — only “Learn more.” (7) The only form lives in the footer. (8) First required field is SSN (or employer + income). Each row needs: step, what they see, the break, the fix. A paragraph that says “too much friction” is not a teardown.