We’re back for another edition of CTAs Gone Wild where we look at a stack of call-to-action buttons that are a hot mess on a dealership’s website.
CTA stacks get bloated when vendors request and OEMs mandate that dealers slap a bunch of buttons on their website, without realizing the downstream negative impact this has on user experience and ultimately website conversion.
In this example the search results page has 7 CTAs per vehicle, which is too many, and can we all please agree that unlocking a website price is ridiculous? This just plays into the stereotype that the price isn’t really the price, which is frustrating if you’re trying to buy a car. Just tell me the damn price. It’s not hard.
Next we’ve got a payment tool, a trade tool, a start my purchase tool, another payment tool from capital one which takes you off this dealer’s site because they want that business, another payment tool, and confirm availability.
We know the nuances of availability, but customers don’t. If they see it on the site, it should just be available, right? Right.
There are also floating buttons for Value Your Trade, SMS, and chat. Y’all, this is too much.
What would you do here? Here’s what we would do.
Simplify the color scheme. Pick one color for the CTAs and go with it.
Want two? Sure, but start with one color then A/B test with two. The NASCAR jacket vibe doesn’t look great anywhere on a website, and especially on mobile.
Cut from 4 payment CTAs down to one, and kill the “unlock price” and “check availability” buttons.
These provide minimal to zero value to the customer, create frustration, and can pull their energy away from higher value interactions like figuring out their monthly payment or trade-in value.
Got an example you want us to see? Send it over.