A question about call-to-actions for you – running into a ton of stores that have Get E-Price as their CTA, even though they already have discounted pricing displayed on the website. Also seeing a lot of “Lock in My Price”.
Neither is obviously effective. I want to move away from as many form-fills as possible. What other Call-to-Actions have you found most effective in terms of conversion?
Thanks for the question, Scott. I agree, the industry is very slowly shifting from lead generation form fills to capturing live conversations with web visitors. Inevitably, though, we still need to make do with what’s available to us through our website providers.
There was a study done by Vast/CarStory a few years ago about the verbiage used within the call-to-actions and everything showed the [ACTION VERB] [DIRECT OBJECT] format out-performed everything else when it came to generating clicks on product pages, with price-based CTAs (Get Price/Check Price) yielding the most clicks. Trade Appraisal was the only exception to this rule. (I think they put it in a white paper, but I also presented the data alongside Chad Bockius of Vast at a conference).
One interesting take-away they found is that this below was the form-fill that yielded the best results:
However, this was data back in 2017 or 2018, so I would want to make sure legalese covered the approval to text the shopper as well. If you have any more questions, as you know, just drop them into our Ask the Experts for any automotive marketing questions.
Hope that helps,