All day, every day, it is my job to peruse through our dealer websites and help them make informed, educated decisions on how to move more metal at their dealership. This is the first time my management has let me out of the corner to speak directly to all of you out there, so pardon me if I act like a complete animal. Rawwwrrr.
Let’s talk…I like BIG buttons. The bigger, the better. And yes, all those clichés that go along with that saying. So, here I am on a dealer website today and I see this:
Immediately, I think to myself, “no wonder this guy has button envy”. Really? You want customers to ‘Make an Offer’? How about $1. Who in their right mind would allow this on their site? It opens the door for conflict. If they offer too low, you and your staff are offended. If the customer is countered with a high price, they are offended. It’s a lose-lose situation. Avoid it all costs, unless you are giving the car away.
In all seriousness, the button is too dang small for a customer to want to click that little thing! We must cry out to our webhosts for BIGGER, brighter, more enticing buttons. Speaking from a 3rd party perspective, webhosts only have a tiny area allowed for buttons. They frame buttons in so small, you have to scoot 3 feet closer to read the copy. True story.
Now this is what I’m talkin’ about:
(Yes, I am plugging my product button, shamlessly😊)
Customers want an easy way to buy a car, they want transparency, and you have to convey that on every CTA on your site. Big buttons that tell the customer how transparent you are will have a much higher click through rate. You must tell your webhost to open up (at least 300 px wide) the area where your buttons are placed so customers can read what it says. If they can’t even see what the button says because it is so small, you’ve already created frustration for the consumer.
The best piece of advice I can give…Bigger is better!
By: Mari Campuzano