Car Dealer Websites Are Truly Terrible, New Study Shows How To Fix Them car auto cars
The internet has transformed the car buying process, but even minor wording choices can cost dealers a sale., dealers should list “no more than four ‘calls to action ’” on a webpage showing vehicle details. In fact, they say most shoppers are interested in three key pieces of information: price, payment and trade-in values.
Interestingly but unsurprisingly, using certain CTAs can turn off shoppers. In particular, the company found that saying “Check Availability” decreases the conversion rate by an average of 18 percent.While that’s understandable, Shift Digital also found that using the word “Buy” in CTAs decreased the conversion rate by 23 percent.
The study also found that site traffic to dealer websites was up 20% year-over-year, but lead volume from them decreased 20%. The company said “stabilizing but still unpredictable inventories, inflation, and interest rates, all out of the customers’ control, continue to impact why more ‘clicks’ don’t necessarily convert to more ‘sales.’”
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