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Jared Hamilton
From: Jared Hamilton
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Grant Gooley

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Call To Action or Actions? Looking for insight…

Looking for some input here from the greats in the Driving Sales community. (That's everyone)

Recently, we developed new web properties for each dealership in our group through Dealer.com. 

I am debating a situation regarding "Call To Actions" and can't seem to decide on what is best. Let me explain... 

On our vehicle detail pages we provide 10 call to actions! From "Request More Info" to "Take A Test Drive" to "Email a Friend". Dealer.com along with a study from Cobalt suggests that the more CTA'S the more opportunities to convert a customer and the more choices the customer has. This creates different choices for different shopper personalities. 

In my previous position as the Digital Marketing Manager with a different dealer we had only one clear cut call to action "Request A Sale Price". Our traffic to conversion ratio was between 3% & 4%.

 

I'm a Steve Jobs follower, I agree with simplicity and focused marketing. I like ONE clear cut call to action… but I also understand that people need options.

The difficult way to figure this out is to pay for some custom work through dealer.com and design a page with one CTA and do a split test against the 10 call to actions using GA.

I was hoping for an easier way… Maybe folks here at DS can provide some insight? Please…

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