Vehicle affordability will continue to remain a top concern for car buyers. How should your website help buyers with that?
How Dealership Websites Can Support Buyers at Every Stage
Some of your website visitors are close to purchase, and are ready for that penny perfect quote, but most, like 90%+, are early stage shoppers and just want a quick estimate on their monthly payment, and to browse your inventory based upon what they can afford.
You can and should give them both approaches to meet them where they are, and we’ll share three examples here now.
Real Examples of Dealership CTAs That Focus on Payments
Let’s start with Union County Kia. There are a lot of call-to-action buttons there, but we’re paying attention to the “Express Shopping: Build Your Deal” and “Calculate Your Payment” buttons. They’ve clearly communicated to browsers that one button is for buying, a la a digital retailing process, and the other is a quick way to get a payment estimate.
Next up is Audi Hilton Head which also uses the right wording on their CTA buttons. Want to buy? Click here. Want a payment estimate. Click here.
Finally, here’s John Amato Hyundai (click into any vehicle). Again you’ll see “Start Buying Process” and “Calculate Your Payment in less than 60 seconds”.
Combining Payment Estimators and Digital Retailing Tools on Your Website
In all three, we can certainly debate the number of CTAs and the cornucopia of colors, but ultimately the motivated buyers know where to click, and have a mental expectation that starting that online buying process is going to take longer, and they’re willing to invest the time.
The early stage shoppers know where to click, and get information quickly, turning more of them into first party leads for your dealership.
Why Giving Car Buyers Options Improves Website Conversion
The takeaway: meet your customers where they are in the buying process and your website will be humming. If that means having two tools that co-exist on your site do the job, have two tools.
