Why Your Call-To-Action (CTA) Stack Matters
The internet is a fast-paced world where the attention spans of users are limited, and every second counts. A properly optimized CTA stack can be the difference between converting a visitor into a customer by allowing you to capture leads no matter what stage of the customer journey they are in.
What is a CTA Stack?
A CTA stack refers to the strategic placement of multiple call-to-action buttons that present your audience with a series of actions they can take. Each one serves a different purpose, guiding the user through a journey that ideally ends in conversion. The key to an effective CTA stack is to create a seamless flow where each CTA feels natural and relevant to the user’s current level of engagement. For example, a CTA Stack might start with a soft call-to-action like “Calculate My Payment” or “Value My Trade” and gradually escalate to more direct prompts like “Buy This Car Now.” This keeps the user engaged without overwhelming them with a single, overly aggressive CTA.
Why Your CTA Stack is Important
Did you know the average internet user has eight plus browser tabs open per device? That may seem like an inconsequential bit of information but for marketers, it’s the midpoint in a very important story.
The Story: A user visits your site and likes what they see. They’re interested in your services, vehicles, or an item in your parts department, but they’re not ready to make a purchase, and they’re not sure where to go next. Then, the effects of an internet brimming with information and a short attention span strike. The user opens a second tab, then another, and another. Days later, when they have 20+ tabs clamoring for space in the menu bar, they purge, closing any tab that doesn’t have an immediate purpose, including your website’s.
A finely tuned CTA stack can drastically change this story. A CTA stack isn’t just a collection of buttons and links; it’s an integral part of your user experience (UX) design that does five crucial things.
- Guide User Behavior: A CTA stack should guide your users through the decision-making process, or sales cycle, gently nudging them closer to taking the desired action. A properly designed stack includes an option for users at different stages of the buying journey. For example, someone who’s just landed on your homepage might not be ready to buy a new car, but they may be interested in knowing how much their trade-in is worth. If the only option is to “Buy Now,” your user will lack direction and likely leave the page, never to return. A CTA stack allows you to cater to varying levels of interest without losing the user’s attention.
- Increase Conversion Rates: A single CTA might not meet the needs of every user. A CTA stack allows you to meet the users where they are in the customer journey by providing multiple opportunities for conversion. This article from automotive consultant Brian Pasch showcases exactly how the right CTAs paired with a great user experience significantly improve form conversion rates.
- Enhance User Experience: Just like in-person shoppers don’t like to be pressured by pushy salesmen, online shoppers are averse to demanding content and the constant request to “buy now.” A CTA stack allows you to build a more user-friendly experience by pacing the requests for action.
- Optimize Content Engagement: Every user is different, and they’re going to engage with content in different ways. While some may prefer to watch a vehicle walk-around you’ve created with Video for Sales, others will be more interested in reading the detailed vehicle information in an AutoBio report. A CTA stack that offers several actions – “Take a Virtual Tour” or “Download Vehicle Brochure” – maximizes engagement by catering to several users at once.
- Collect Data: By analyzing how users interact with each option in your CTA stack you can gain valuable insight into user preferences and adjust your marketing strategy accordingly. This task is even easier if your tools support the Automotive Standards Council specification for GA4 (TradePending does!).
Optimize Your CTA Stack with TradePending Tools
A CTA can make a huge difference on your dealership’s website and you can use the valuable TradePending tools to create calls-to-action that resonate with users, converting more website traffic into leads. Schedule a demo with us to find out exactly how our tools can help you optimize your CTA stack.