Tesla: Streamlined configurator undercut by friction points

With fewer CTA buttons, limited configuration options, and minimal links to ancillary brand content, Tesla maintains a laser focus on moving users down the funnel.

Vehicle pages feature just two primary CTAs: 'Book a Test Drive' (or 'Demo Drive') and 'Order Online'. The configuration process, which Tesla calls 'Design', is integrated into the Order Online flow, replacing the more common standalone 'Build and Price' experience. This streamlined approach, combined with succinct, carefully crafted content and an accessible web chat feature for specific questions, creates a focused and efficient path to purchase. The trade-off, might be in failing to cater for more explorative users - hesitant to click 'Order Online' but keen to configure a car and see pricing. Regardless, by removing complexity and potential distractions, Tesla prioritises conversion and provides a user experience that aligns with its innovative, tech-forward brand image.