The CTA Overload Problem on Car Dealer Websites (And How to Fix It)

There’s an ongoing debate in automotive digital marketing about how many CTAs (calls-to-action) should live on a vehicle details page (VDP). Honestly? I get it. More CTAs mean more options, more ways for the customer to engage. But at what point does it stop being helpful and start becoming noise?

The CTA That Actually Works

In analyzing over 150,000 VDP clicks, one clear winner emerged: “Ask a Question.”

Not “Check Availability.”

Not “Get E-Price.”

Not “Schedule Test Drive.”

The simple, open-ended “Ask a Question” CTA gets clicked at a 7:1 ratio compared to any other CTA on the page. Why? Because it doesn’t box the customer into a decision they’re not ready to make. It gives them control over the conversation. Maybe their question is about financing. Maybe it’s about trim options. Maybe they just want to confirm the car is still on the lot. Whatever it is, this CTA invites engagement without commitment.

And that’s exactly what you want.

The funny thing is, it doesn’t matter what their question or need is. They want to keep it simple. Even if their question is about financing, they’re more likely to submit a question rather than complete a finance application or other finance-specific effort.

Rethinking Window Sticker Placement

Another common issue? The window sticker link.

Look, I get why it exists—it’s a resource, it’s official, and dealership staff often reference it. But is it the most valuable thing for the shopper? Probably not. In fact, I’ve found that window stickers work better when they’re lower on the page, out of the primary CTA section. This keeps the focus on engagement-driven actions rather than overwhelming shoppers with yet another button they’re not sure they need.

Again: the window sticker is usually there for the dealer, not the customer. Put the customer first instead.

Finding the Right CTA Balance

So, what’s the move? Prioritize CTAs that drive meaningful engagement. That means:

✅ Swap “Check Availability” for “Ask a Question” (this works, period.)
✅ Limit the number of primary CTAs (don’t bombard the shopper with choices. I prefer 1-3 CTAs).
✅ Move secondary resources (like window stickers) lower on the page (let them serve their purpose without cluttering the experience).

It’s not about removing CTAs—it’s about using the right ones in the right places. The goal is to create a site experience that feels intuitive, not overwhelming.

Because when customers feel like they have control, they engage. And engagement leads to conversions.

I like conversions. Don’t you?