With February being a short month, it was always likely that activity would be down on a full 30/31-day month. As it turned out whilst Test Drives decreased by 9.6% and Sales recorded decreased by 12.5%, leads generated by kiwi dealers actually increased slightly by 3.9%.
The top 3 sources of Leads for AutoPlay customers we the same in February as in January, however the order changed with leads generated by the ‘Brand’ increasing by 48.2% from last month, and ‘Web – Dealer’ leads increasing by 20.9% from January to February.
In line with the overall number of Test Drives decreasing by 9.6%, the top 3 sources of Test Drives also fell in February. ‘Web – Dealer’ continued to be the number one source of Test Drives but last month’s 20.9% increase was wiped out with a 19.2% fall in the number of Test Drives from this source. Similarly, after a 21.9% increase in January, February saw Test Drives from the ‘Direct’ source decrease by 22.2%. ‘Brand’ retained the 3rd spot but also decreased by 11.3% from January. Whilst the short month can account for some of the decrease in Test Drives in February, March should see a rebound due to the solid number of leads being captured by kiwi dealers.
‘Web – Dealer’ continues to be the main source of Sales for kiwi dealers yet decreased by 23.7%. ‘Repeat’ was fairly stable but decreased by 3.2% and Sales from ‘Web – Classified’ decreased by 12.3%.
Check out next month’s article to see which sources account for the most Leads, Test Drives and Sales in March 2018.
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