Why do some CTA’s work and others don’t? The way you tell users and customers to take action on your website to follow through makes a huge difference.
Automotive dealership sites depend on the initial interaction with potential shoppers through online engagement. There isn’t much reason for engagement if calls-to-action (CTA’s) are forgotten on these sites. It’s important that your content has a message that invokes your readers, viewers, and visitors to take action before leaving your site.
Let’s explore how CTA’s can help improve engagement levels on automotive dealer sites.
Why do some terms work?
The terms that work have something that makes you want to act. These terms aren’t generic invites to click something or to think about what you’ve seen; they are invitations to act and take some steps forward in the process.
Some CTA’s are include in your emails, often in the title or early in the text, inviting customers to take the next step. Its important these invitations to act are compelling and engaging, not something users see every day. Here are some reasons that some calls-to-action work while others do not.
Descriptive terms matter
When these terms work, it’s generally because they use some form of descriptive term. These terms are informational enough to entice users to take action. Most users won’t need to read your entire email or message to understand the purpose, and if created properly, the language will entice users to act upon your message.
Urgency matters
A laid back approach doesn’t invoke users to act. Instead, there must be some form of urgency in the language used in your CTA’s. When you use messages that include “now,” “today,” or “limited time offer” you’re informing the user that the offer is limited and they need to act immediately to take advantage of the message.
Get creative
Can you give your users something they haven’t read or heard as a call-to-action? This would help when you want to build impressive CTA’s for your automotive dealer sties. Thinking out of the box can be a gamble, but sometimes these gambles pay off. It could be an invitation to share the message with another audience, or a unique way of asking users to click on your links.
What are some effective CTA’s?
If you’re creating digital marketing strategies for automotive dealer sites, the CTA’s are extremely important. You will use email messages, advertise events, create service-based messages, connect through social media, ask for referrals, invite users to consume your content, and invite shoppers to your dealership locations.
Here are some effective CTA’s for each situation:
Emails
- Seriously, sign up!
- What do you have to lose? Sign up now
- Be the first to know about new arrivals
Events
- You don’t want to miss this!
- Register now
- Reserve your seat today
Service Department Content
- Schedule a service call now
- Book your next appointment now
- Limited time offer
Dealership Visit Invitation
- Check out this sale
- Explore new arrivals
- Shop now!
Social Media Invitation
- Vote now
- Yes, I want a shot at winning
- Give us your feedback
Content Invite
- Learn more
- More tips and tricks
- Read full story
Referral Requests
- Share with your friends and family
- Refer a friend and claim your deal
- Love to share? Please do
Can CTA’s work against you?
You might think that its easy to create calls-to-action and use them in your content, but some terms will make users turn away from your content. Even if these are terms that disparage them from continuing, they are terms that don’t invite your users to continue to consume your content or take any action.
Why do these CTA’s repel?
You don’t want some of these CTA’s on your automotive dealer sites because they lack what customers need. Most of the repellant terms lack information that can help your users understand how and where you are guiding them. These uninspiring terms only tell a customer to go forward, but not how they should do so.
Bad habits
Som of the worst CTA’s are simply bad habits. You shouldn’t need to tell your readers to “click here” because most users understand this concept. Its also not a good idea to tell a user to come back later for more information, they aren’t likely to do this.
Lack of customer focus
If the CTA doesn’t focus on the customer but instead focuses on the business, it can be a serious turn-off for many users. The CTA’s you include on automotive dealer sites should be focused on the customer and not as much on the dealership.
Some CTA’s that repel
- Click here
- Shop
- Review
- Get our custom report
- Next
- Add your contact info
- Continue
- Get it later
- Go
Utilize CTA’s for your automotive dealer sites that will entice customers to engage with your content and the dealership team.
