TradePending’s Trade & Payments tools become the group’s #1 lead provider
Independent research conducted from May – July 2025 across ten Morgan dealerships examined the impact of combining TradePending’s trade-in and payments tool into a single “Call-to-action (CTA) power stack”.
Results
- The stores saw overall lead counts improve 22-100% when combining both the Trade & Payments tools.
- Leads exclusively from TradePending increased 28-56% by using both tools.
- 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, proving that getting customers information quickly is a huge win for website conversion.
Key Findings
- TradePending is now the #1 lead provider for the majority of Morgan Automotive Group’s 75+ rooftops.
- Eliminating duplicate CTAs that perform similar tasks from multiple vendors allows customers to focus their attention on what matters most to them. TradePending’s “CTA Power Stack” of trade-in, payment estimate, and credit pre-approval, proved the most effective tool for this on Morgan’s websites.
- The tools that deliver value to customers, and do so quickly, convert 2-3x better than more complicated tools that take longer for shoppers to complete.
“Consumers want information on their trade or what they can afford as a payment online, so we need to provide simple, fast tools for them to use. The highest converting retail tools we have tested are those from TradePending .”
Tom Moore
COO, Morgan Automotive Group
“The payments CTA from TradePending is more aligned with consumer shopping patterns because the consumer does not feel that they are committing to purchasing a vehicle. These leads also have a high closing rate.”
Erin Langston
President, Lighthouse Website Management
Conversion Rates from Website Visitor to Lead:
42% TradePending
33% KBB Trade-in Advisor
28% Accutrade
25% Edmunds
20% CARFAX
17% BlackBook
15% Trade-in Valet
4% Basic Form Fill