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5 Ways to Get Your Consumers to Drive Visitor Action

As Felicia mentioned in her previous article, interactive experiences are important because they allow consumers to fully engage with your dealership. Your dealership has the opportunity to learn more about its consumers; and in turn, your consumers can learn more about your dealership. Instead of submitting their information into a black void, consumers submit their information and immediately get something of value in return. It’s seriously a win-win.

Still, enticing consumers to go through those experiences can be quite the challenge. You might find that your consumers are completely disinterested in the experience; and therefore, are ignoring it altogether.

Although you aren’t going to intrigue every one of your consumers, there are things you can do with your Calls-to-Action (or CTAs) to drawn more consumers to your experiences. Here are 5 ways to drive visitor action:

Curiosity

When you’re creating CTA’s for your interactive experiences, it helps to pique your consumer’s curiosity. Human beings are naturally curious creatures as it is. They’re especially curious if they discover that there’s unknown information that could be beneficial to them.


“Human beings are naturally curious creatures as it is.”


Having said that, enticing consumers with “secret information” is a great way to get them to engage with your brand. Great examples of experiences that allow consumers to “Click to learn more” are: E-Price tools, Unlisted Inventory & Trade Appraisals.

Love of Self

Everyone loves to talk about themselves — and I do mean everyone. You don’t have to be an arrogant or self-absorbed to be one of those people either. All I’m saying is that folks value their lifestyle, and want to ensure that they’re as content and comfortable as possible. Because of this, consumers are often drawn to experiences that allow them to evaluate their current situation (or personal preferences) in order to make more well-informed purchasing decisions.


“Consumers are often drawn to experiences that allow them to evaluate their current situation.”


Assessments like “What type of vehicle is right for me?” or “What’s my ideal neighborhood?” are a great type of interactive experience because they allow consumers to answer questions about themselves (in order to get valuable information); and your organization gets useful information from the consumer in return.

Knowledge

Along with being naturally curious and possessing a natural sense of self-worth, most consumers want to be realistic about their purchasing decisions. In order to do so, consumers need to know where they stand in regards to finances and needs. “How much can I actually afford to pay each month?,” and “Is this is the right vehicle for my family?” are just two of many grounded questions that consumers ask themselves prior to making a purchase. Tools like payment calculators and product fit experiences are a great way to entice consumers because they answer many of the important questions that they have.

Competitiveness

Although not everyone is fiercely competitive, there’s little to no denying that everyone is at least a little competitive. It’s human nature! Think about it! When you apply and interview for a job or race to the grocery store to get the last of the fresh-baked bread, is that not innate competitiveness? Of course it is! You can most definitely use this natural competitiveness to your advantage in your interactive experiences.


There’s little to no denying that everyone is at least a little competitive. It’s human nature!


Trivia games, leaderboards and video contests related to your industry or products & services not only leverage your consumer’s competitive spirit; but they’re likely to encourage return visits. Yes, that often does mean repeated leads; but for what it’s worth, you know just how engaged certain individuals are.

Rewards

Who doesn’t like to save money? Better yet, who doesn’t like to win free stuff? Everyone does! What’s arguably one of the best ways to get your consumers to take action is by offering them a tangible incentive or reward. Coupons, special offers and the chance to win a BIG prize are all great examples of incentives that get consumers to take action.


“Who doesn’t like to save money? Better yet, who doesn’t like to win free stuff? Everyone does!”


In consumer’s minds, there’s little to no risk in submitting their information in order to receive something that would benefit them. Rewards in exchange for information has been a proven method for successfully building your database.

Figuring out the best calls-to-action for your interactive experiences requires a lot of trial-and-error. Still, these methods have been proven to work. Some consumers will be drawn to one incentive or result over another; but over time, you’ll gain a better understanding of what your target-market is seeking from your organization. The more data you collect, the better your future marketing and interactive experience strategies will be.

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