Would you rather have 12 confusing options or 3 clear paths to buying a vehicle? For many dealerships, the answer seems to be "the more options, the better"—but we know this isn't the case. While it might seem counterintuitive, cluttering your Vehicle Detail Pages (VDPs) with too many call-to-action buttons actually creates decision paralysis for potential customers, ultimately reducing conversions rather than enhancing them.
We've seen dealerships with up to 12 different buttons on a single VDP, from "Check Availability" and "Confirm Availability" (yes, the exact same function with different names) to various forms of "Get More Info" and "Contact Us." This approach isn't just confusing; it's actively driving potential customers away.
Psychologists call it the "paradox of choice"—when presented with too many options, people often choose none at all. This phenomenon is particularly relevant on VDPs, where the goal is to convert shoppers into leads or buyers.
Consider this scenario: A potential customer finds a vehicle they're interested in and lands on your VDP after hours. They're ready to act, but they're immediately confronted with a dizzying array of buttons —some with overlapping functions, others with vague purposes. Rather than selecting one, they become overwhelmed and leave your site altogether.
This choice overload creates friction in the buying process. Instead of a smooth path to purchase, customers face a roadblock of decisions. In today's competitive market, that friction could send them straight to a competitor with a cleaner, more intuitive interface.
After analyzing thousands of dealer websites and conversion patterns, we've found that three key buttons consistently deliver the best results:
These three buttons address the core needs of most shoppers while capturing the information most valuable to dealers. More importantly, they provide clear, distinct paths without redundancy or confusion.
Ready to optimize your VDPs? Here's how to get started:
An optimized VDP strategy works hand-in-hand with focused digital advertising. MarketAI's inventory-based marketing ensures consistency between what customers see in ads and what they experience on your VDPs.
Our platform's real-time data helps identify which vehicles need which type of promotion, allowing you to align your VDP strategy with market demand. For instance, vehicles with high demand might benefit from emphasizing the "Check Availability" function, while slower-moving inventory might need to highlight custom payment options.
By matching your streamlined VDP approach with targeted advertising, you create a cohesive customer journey from first impression to final conversion.
In the crowded automotive digital space, clarity wins over complexity every time. By reducing your VDP buttons to the essential few, you're not limiting options—you're increasing the likelihood that customers will take meaningful action.
Remember, quality leads are more valuable than quantity. One of our dealer partners who implemented this streamlined VDP approach saw their lead conversion rate improve from the traditional 7-15% range to 10- 20%, demonstrating the real impact of strategic button optimization.
Want to learn more about how MarketAI can help optimize your VDP strategy? Schedule a time for a 15-minute demo where one of our specialists will show you how real-time data can improve not just your advertising, but your entire VDP conversion funnel.
Contributor: Bryan Wight, Director of Dealer Success, ZeroSum