For many, a car purchase is one of the biggest investments they will make in their lifetime, and with that kind of spending, shoppers need a good reason to buy.

 Potratz, of Potratz Partners Advertising, explained in his latest “Think Tank Tuesday” video report that what customers are looking for from a dealership website is “justification.”

“Let’s assume for a moment that you are shopping for something. When you are shopping, what are you really doing? Could it be looking for justification?” asked Potratz.

Potratz also asked viewers, “If you went into your website, is there anything on there that could justify a purchase?”

He explained one good way to show a potential buyer why a purchase may be worth his or her time and money are product reviews.

Not reviews from your dealership, but product reviews, similar to what shows up on sites such as Amazon and Zappos.

Potratz calls these justification “triggers”.

“The customer behavior and the psychology of an individual is the most important thing you can address. It’s about understanding why people do what they do and understanding that message,” said Potratz.

See the latest "Think Tank Tuesday" video report here.