When every vendor wants their call-to-action buttons on a dealer’s website, and sometimes OEMs mandate them, sometimes we end up with a hot mess of CTA buttons.
Without throwing anybody under the bus, let’s look at a hot mess of a CTA stack and share a few thoughts on how we clean this up.
We’re looking at the search results page here for used cars and there’s plain text to sign up for price drop alerts, then a click to call button, two value your trade buttons from two providers, two finance buttons from two different providers, get ePrice, a text us button along with a floating SMS button, a “Continue Your Deal” button even though I haven’t started a deal, and a test drive button, then separate links to request information and confirm availability.
That’s 10 buttons and 3 links.
This is a master class in confusing your customer with way too many options, some of which do the same thing but with different software vendors, too many colors, and just taking up too much precious real estate on mobile.
What do you think we should change?
As a good marketer, get a baseline of data, then remove buttons one at a time and measure the impact. The top three reasons people visit websites are to research inventory, figure out affordability, and get a value on their trade-in.
Focus the CTA stack on that, which means picking one provider for a trade and payment tool, preferably TradePending.
Remove the click to call and text CTAs, and the floating SMS button as well. Get rid of the e-price button and just show the damn price.
Whittle this thing down to 3-4 buttons and my hunch is that overall conversions will increase because the customer has a cleaner line of sight on where to go and what to click.
Got a CTA stack you’d like us to check out? Send it our way.