Brian Pasch’s latest research confirms that TradePending is not only the number one lead provider for the majority of Morgan Auto Group stores, but that our tools work even better when paired together.
It’s fair to say most dealerships haven’t thought about having a defined “call-to-action” strategy, because us vendors just say “stick all of our buttons on your site and you’re good to go”.
But when you’re intentional about what buttons appear and where, and what those buttons say, the results are powerful, juicing your website conversion.
The gist: when pairing our trade-in and payment tools together into a single, clean “power stack” of CTAs, the dealerships measured saw a 28-56% increase in TradePending leads and a 25-100% increase in overall leads.
The data also shows that when you have CTAs that provide limited value to the consumer, such as “unlocking price”, this fills the CRM with first touch attribution data that masks higher value data points.
The rub is that CRM automations are frequently triggered on first touch attribution. If the first touch is just seeing the price, while the more valuable data points such as the trade-in vehicle and desired monthly budget get ignored by the automations, the customer and dealer both suffer from this communication breakdown.
The final big data point proves definitively that when customers can complete a task quickly, your website will convert more traffic into leads.
The CTA conversion rates in this study were 67% and higher for the trade-in process, and 37% and higher for getting a payment estimate.