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Is Your CTA Compelling Enough? Six Tests to Drive More Conversions on BBVA’s Auto Loan Page

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Shopping for a car can be a stressful experience. Getting a loan in place can be even more stressful. So when we audited the BBVA Compass auto loan page, we looked for clear messaging and eye path and a strong call to action. We came away with six quick and easy tests BBVA can implement.

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Now, it’s tempting to take the testing recommendations of your in-house team or agency and then run everything at once. But we’d tell you that patience is key in testing. Taking each element and testing them one at a time will garner more significant learnings, and give you a solid idea of what’s working and what’s not.

So, here are six element tests for the BBVA page. Take a look… some of them could inspire you on your next test!

BBVAAutoLoanPage

1. Put the benefits up front. This copy is really not working hard enough. We’d suggest taking the benefits from the tabbed box and putting three bullets up top instead:

  • Competitive rates
  • Fast and easy online application
  • Same-day approval

2. Try a more appropriate photo. This picture reads more “We’re leaving for a romantic vacation” than “I got a new car!” BBVA should try different images and see what moves the needle.

3. Keep the information organized and simple. The tabbed info box would benefit from some smart UX design changes. More clearly defined tabs, for a start. Also, the new and used auto rates tabs have no info; just a link. We’d recommend testing those moved down the page as links, rather than giving them a whole giant box to float in.

4. Define the ideal action and then call it out. There are three ways to apply for a BBVA auto loan: online, by phone and in a branch. This CTA area could be simplified by having one overarching header, like “Apply Now.” Then the CTAs could follow in order of importance. Apply Online, then Apply by Phone and then Apply in Person. We’d also recommend using the copy “Find a BBVA Branch” rather than “Visit.”

5. Keep them on the page. This information about a discount for fuel-efficient autos is great. But clicking it takes them off the page, which could encourage drop-off. Why not take the information and put it in the tabbed box (#3)? With a tab title of “Green Discount” or something to that effect, it would be much better served up in a closed environment.

6. Avoid distractions. The goal of this page is for the customer to apply for an auto loan. So having a “Find and build the car you want” link is a huge distraction. Not to mention that it sounds like you’re building your dream car online, when in fact it’s a search engine to find new and used cars. This would be a great test to remove the module and see if it keeps people on the page longer.

Take an objective look at your site pages. Are you seeing them as your customer would? By breaking each page into sections like we did, you can determine some great tests that will give you valuable data for optimization.

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