Need for Speed and Ease

As a car dealership, it is important to have a strong online presence to reach potential customers, drive them to the dealership website, and ultimately onto the showroom floor. One element of this online presence is the call to action (CTA) on your website, which is a button or link that prompts visitors to take a specific action, such as filling out a form or scheduling a test drive.

It’s crucial for dealers to make it as QUICK and EASY as possible for anonymous website traffic to get into a 1v1 conversation with an actual sales rep at the store.(FACT: SMS Text Message = fastest, most convenient, and highest response rate.)

Lead generation forms generate leads, lengthy lead generation forms KILL sales. According to a Dealer.com NADA report, there is an 80% drop-off rate for franchise dealership website lead generation forms.

While it may seem like a good idea to ask online car shoppers to fill out a long form in order to generate leads, this can actually be an ineffective CTA for several reasons.

First, long forms can be intimidating and time-consuming for visitors to complete. Many people are hesitant to spend a lot of time filling out a form, especially if they are just starting their research and are not yet ready to commit to a purchase.

Second, long forms can also be a barrier to conversion. If visitors have to enter a lot of information, they may be more likely to abandon the form before completing it. This can lead to a high drop-off rate, which can be frustrating for both you and the visitor. Emphasis should be focused on starting more conversations faster and less on collecting customer contact info.

Finally, long forms can also lead to inaccurate or incomplete information. If visitors feel rushed or overwhelmed, they may not take the time to complete the form thoroughly, which can make it difficult for you to follow up with them.

In conclusion, it is important to use a shorter form that asks only for the most essential information or to offer multiple ways for visitors to connect with your dealership.

For instance, Matador.ai customizes dealer website CTA widgets with the goal of eliminating lead gen forms and instead making it possible to connect 1v1 with a sales reps through SMS Text Msg engagement in under 1-2 clicks.