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Derrick Woolfson

Derrick Woolfson Business Development Manager

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Top Two Reasons Your Call to Actions Need Clarity

Have you ever gone online to search one of your cars for a customer? One they saw one a third party site and thought to yourself just how confusing we can make the process? The idea that we have more than five to six ways to obtain information. Everything from get e-price, get quote, call now, text now, chat now, confirm availability, to schedule a test drive? I have never seen so many options to obtain information on one, single, item. Think about it, on most of the major retail sites - albeit, I am cognizant that is not a vehicle - they do not have several means of asking your question. Instead, they have a thoughtfully laid out page that enables the customer to add it to the cart, call or chat with their customer service. As much as we try to be ahead of the times when it comes to digital retailing, there is still some room for improvement on clarity for the customer.  

Here are two things to consider to gain clarity on your website. 

Vehicle Display Page. Also Known as Your Conversion. 

Instead of trying to convert the customer from several call to actions take the time to review which ones are working. For example, if you were to look at and review your lead sources, you can outline where the traffic is coming from. If you are not getting any traffic from specific call to actions than perhaps it is time to declutter your vehicle display page. One of the best ways, however, to review the reporting is to look at roughly one to two years worth of conversion. If the call to action has not converted any traffic than it is time to get rid of it. 

But not so fast, it is not uncommon for a dealer to still leave the call to action on their site for the fear that a customer might convert. Yet, by simply offering fewer choices already gives the customer more clarity. That is a more precise process on what the next steps are. But if the customer has to choose from more than five options to get an answer, it can be very confusing. Especially if when they do convert on the website their questions are not answered based on the call to action they chose. How many times has the customer gone onto your dealer website and chosen “get quote now,” and when the dealership calls them they do not give them a quote. Instead, they tell them what? “Well, to get the best quote you have to come into the dealership.” While there is some merit to that - i.e., if it is a new car we need their zip code, etc. - the bottom line is the fact that the customer does not always believe that the dealer is honest with them. It goes back to the point of when a customer asks a question - a question that you offered them to ask mind you - then you need to answer it! 


So What is the Best Method of Conversion? 

This is not to offer that there are only one or two methods that are best to convert a customer off your website. However, what this does offer is that it is best to review where your customers are coming from. In doing so, it not only creates clarity for the customer but it also offers an easier buying process online. That said, if chat is a hot call to action for your dealership, keep it! Just take the time to make sure that the chat option is integrated correctly. There is nothing more frustrating than the chat feature covering up the vehicle display page or worse, popping up every few minutes. Lastly, remember - if you are offering the customer the opportunity to ask a question - with the CTA - then make sure you are answering their questions. 

Bottom Line: The easier is it is to get the information they are looking for the better your customer's experience will be at the dealership. Think about it - as mentioned above - it can be overwhelming to have so many options to ask a question. What is worse, though, is that more often than not when a customer does choose one of the many call to actions their questions are not answered. Whether that is the lead not being sourced correctly in the CRM, or the sales consultant (or BDC for those that have one) does not take the time to read the lead. All of which can create frustration on the customer's end. So instead of cluttering your vehicle display page take a minute and review the data. Once you have reviewed, the data have a meeting with your vendors to clean up your site to gain a better sense of clarity! 

How do you handle clarity when it comes to call to actions? Do you leave a call to action on your vehicle display page if it does not get any traffic? If so, why? 


 

Michelle Denogean

Some of the calls to action these days compete with each other. In addition to looking at clicks, user testing is a great way to understand the implication of conflicting CTAs. I have seen some websites that have an "eprice" button, "get our best price" button and then "instant pricing" or "see payment options". The impact can be a lot of clicking around and a lot of uncertainty around the best price that is truly available. It can lead to analysis paralysis and significantly impact engagement.

Derrick Woolfson

@Michelle, you hit the nail on the head with this one - even being in the industry, it can be overwhelming when looking at some of the VDP's out there. And I also like your point with regards to the uncertainty of best price when there are multiple CTA's competing with each other. Have not thought of it from that perspective, which as you mentioned can cause doubt and certainly does not help your dealership when it comes to transparency. 

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