Calls to action: When words matter most for your sales funnel (Part 4 of 5)

Photo: prodality.com

Photo: prodality.com

Words matter.

Especially when you’re asking someone to take action on your website that keeps them engaged (increasing your chances to convert them into a customer).

“The first step towards acquiring a new customer [is] getting them to raise their hand and take an action,” says CarStory in its white paper, How to Convert Used Car Shoppers to Buyers, based on a recent used-car-shopper survey. “Providing the right call to action (CTA) is yet another way you can convert a shopper to a buyer by winning their attention and their clicks.”

CarStory, a company that provides independent reports about vehicles and features in specific markets, even compared specific CTA words and phrases to see which words generated bigger responses.

RELATED: The first commandment for turning used-car shoppers into buyers (Part 1), The most important three-letter word when selling used cars (Part 2), And now the most important number when selling used cars (Part 3)

The calls to action to which shoppers are most likely to respond by category, according to CarStory?

They are “Check price” (about 36 percent of shoppers survey), “More information” (about 27 percent), “Contact the dealer” (about 14 percent) and “Schedule a test drive” (10 percent). Some CTAs that didn’t fare as well: “Check availability,” “Make an offer,” “Save/add to wish list” and “Request financing.”

But even knowing the right categories for your CTAs doesn’t mean your work is done.

“In the price category, the CTA ‘Check price’ outperformed every other option by three to 10 times,” CarStory said, with about 46 percent of respondents saying that would move them to action. Fails included “Is this a good deal,” “Get an e-quote,” “Free price check,” “Get an awesome deal” and others.

“If you are using anything but “Check price,” now would be a good time to update your website.”

In other CTA categories, similar action wording did best with prospective customers:

More information: “View details” was scored 31 percent better than “Vehicle details,” even more over “See more details,” “Get information” or “Request more information.”

Contact the dealer: “Email dealer” generated a greater response than “Call dealer” or “Contact dealer.” Added CarStory: “It is interesting to note that consumers flagged ‘email dealer’ … when, in fact, most sites don’t allow you to send an email, but rather have you submit a lead form.”

Scheduling a test drive: “Schedule a test drive” outscored “I want to test drive” or, simply, “Test drive.”

Or, as CarStory says: “Calls to action – they are not all created equally.”

NEXT: We’ve made you a list, so check it twice to boost your used-car sales

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