With some help from our friend
@georgenenni from Generations Digital we've done some A/B testing on our site over the last 6 months to see if the verbiage on the CTA had an impact on conversions. We are not a one price store, but I am personally not a fan of setting the expectation of the customer getting a different price if they click on the button. I am sure we miss out on some opportunities, but I soooo want to believe in the idea that market based pricing is a real thing, so it leaves us with little additional wiggle room on the first click. I was never a fan of the token $100 discount for a form submission, so we try to stick with CTAs that don't lead the customer to expect a price different than the one we have advertised. I am not saying we are right, or that it is the best way to do it, but we try to match our CTAs with the experience the customer should experience on the showroom floor or as a phone up. For now we have settled on Confirm Availability for pre-owned vehicles and are using Confirm Your Price for new. With all the different incentives available based on region, loyalty, conquest, financing, previous lease customer, etc. it is really tough for us to know what the customer's actual price on a new vehicle will be until we get the chance to connect with them to get some additional information. We discussed the idea of trying to jam all of those questions into a lead form, but were concerned about how it would impact the customer experience and potentially hurt form submissions as well.
Love the thread subject and anxious to get some new ideas to test...
