Greatest Dumb War? Wars between CTA
Some incredibly stupid wars have occurred throughout history. When a French pastry chef’s store was vandalized outside of Mexico City in 1832, it led to the Pastry War. The 1840s saw the start of the Opium Wars as China sought to prevent the British from smuggling opium into their nation. Captain Robert Jenkins of the British Navy had his ear severed by Spanish coast guards in 1731, and this led to a misunderstanding that, it is believed, led to the War of Jenkin’s Ear.
The CTA Wars, however, are raging on dealership websites, and they may be the most pointless conflict ever.
Whoa, what? We software providers are increasingly fighting to “own the CTA stack” and control the call-to-action (CTA) buttons on a dealer’s website. The tools for trading in items, chatting, making payments, and digital selling are all included in this. We’re all at fault.
The reason for this conflict is that, if you can persuade the dealer to have every CTA on the website link to your tool, suddenly and magically, you are the tool with the highest performance and ROI on the website—but only after you have driven away everyone else. Additionally, you sold a lot more goods. Take that, rivalry!
The CTA Wars utterly disregard the goals of the dealer and the best way to accomplish those goals through the optimum user experience, which is why this fight is so stupid.
The finest salespeople are aware that a consultative sales approach generates future business, trust, and credibility. I’m advocating that the sales representatives (and marketing groups) that use this strategy continue to take the extra time to comprehend the dealer’s objectives. The optimum kind of instruments to achieve those goals will then depend on this.
Push every call-to-action into a chat if the dealer’s intention is to get everyone involved because they want everyone to engage in human connection.
Make every CTA follow the dealer’s direction if their corporate objectives are set up to encourage everyone to engage in digital retailing.
Push that call-to-action traffic into the highest converting tools, based on what your data is showing you, if the aim is to convert as much website visitors as possible into first-party leads.
It is obvious that each of these strategies has its own shortcomings.
Not every visitor to your website wants to chat, therefore when they enter a chat bot, they’ll be confused (and leave at a higher rate) due to the inconsistent user experience.
Some people are unwilling to devote the 20–30 minutes necessary to finish the digital shopping process.
Not everybody wants to fill out a form just to get a price range or trade-in value.
The outcome? Dealers require a variety of solutions to achieve their various objectives and satisfy the various expectations of visitors to their website. It is our duty to act as partners rather than suppliers, to match the appropriate products with the appropriate goals and user experiences, and to call an end to history’s most pointless conflict.
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