What are the Top 3 Sources of Leads, Test Drives and Sales for kiwi dealers? (September 1st to 31st 2017)
September 2017 was a comparatively quiet month compared to the bumper growth we saw in August. Whilst Leads continued to increase (by 1.2%), Test Drives decreased by 1.7% and Sales were down 1.0% from the previous month across all AutoPlay customers.
After increasing by almost 25% in August, ‘Web – Classified’ lead sources came back down to earth with a 15.4% decrease in the number of leads generated from these sites across AutoPlay customers. Dealership websites continue to perform well and are the second most popular source of leads. OEM’s/brands continue to provide a high proportion of leads to AutoPlay customers with another big jump in the number of leads pushed to dealerships from their brands.
For the first time ‘Web – Dealer’ overtook ‘Web – Classified’ as the number one source of Test Drives for AutoPlay’s customers – the result of a significant increase in Test Drives generated from dealer sites, and a decrease in the number of Test Drives from classified sites of 13.3%. As brands continue to focus on providing their network with well qualified leads, the ‘Brand’ source continued to be a productive way to generate Test Drives for many of AutoPlay’s customers.
After a massive increase in Sales from classified websites in August, September saw the ‘Web – Classified’ source of leads drop by 7.3% - still occupying the number one source of sales for AutoPlay customers. ‘Web – Dealer’ followed up a big increase in August with another increase of 15.7% in September. ‘Repeat’ business continues to be the third best source of Sales for kiwi dealers – despite not featuring in the top 3 for Leads and Test Drives – proving the old adage that it’s easier to resell to existing customers than it is to attract new ones.
Make sure to check the PlayBook next month to see the most popular sources of Leads, Test Drives and Sales for AutoPlay customers for the month of October.
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