How to Gain an Undeniable Advantage: Drive More Sales, Leads & Calls from Your Existing Website Traffic! (PART 17)


How to Gain an Undeniable Advantage: Drive More Sales, Leads & Calls from Your Existing Website Traffic! (PART 17)

TRANSCRIPT: Let’s talk about the buttons on your website. Buttons are important. They deserve their own section. Did you know that there’s actually a button process? There is. There’s a process to buttons. It starts with awareness, then action, then finally completion.  So, people have to be aware of your buttons, they have to want to take an action on those buttons, and finally whatever form pops up they need to complete them.

That’s the button process. And so your buttons must make people aware, make them want to take an action, and then also make them want to complete the form. Now, buttons drive leads. There’s no better way to say it because buttons mean there’s an interest. Buttons also mean that the consumer is making a commitment. Now the right buttons  don’t get ignored on dealer sites. Where you place the buttons is critical, what your buttons say is equally critical.

And did you know that there’s also a button hierarchy okay. Buttons range from low commitment like check availability, to medium commitment like value my trade, to high commitment buttons like buy it now. The commitment we’re talking about is the consumer’s commitment. Now, best practice is to include a mix of all three button types on your search results pages and your vehicle detail pages and to watch for banner blindness.

Now other best practices are to use different buttons on your vehicle detail pages versus your search results pages. Now we’re going to show you some buttons in just a minute so don’t worry about that. Also generic buttons on the top or bottom of your SRP pages are the best. So value your credit, trade estimator, or value your trade, get a trade estimator. Using those at the top and bottom of you search results page and then using VIN specific buttons on the vehicle listing in your search results pages like, again, an e-price button. Those are the best practices to drive the most.

Now, can you have too many buttons? Yeah you can actually. There’s a researcher named Sheena Iangar and she’s with the Colombian Business School. She’s an expert on choice. She’s written a book on choice. All right when Sheena was a doctoral student, she set out jars of jam. She did a study in the supermarkets and she set out jars and jam on supermarket tables and she put them in either groups of six or 24 jars of jam, and she found out that about 30% of the people who were given six choices bought some jam. But only 3% of the people who were presented with 24 choices bought some jam.

So can you have too many buttons? Yes, you can. How do I know if I have too many buttons? You track and you measure.