Lead, Test Drive and Sales By Source April 2019 (vs March 2019)

20/5/2019

As winter sets in we’ve seen a noticeable drop in activity by NZ dealers across all the key kpi’s. April was one of the worst months in memory with Leads decreasing by 22.3%, Test Drives by 31.2% and Sales by 19.8%.

The top 3 sources of leads remain unchanged with ‘Web – Classified’ remaining the most common source of leads despite a 11.7% decrease from April 2019 (following a 15.2% increase from February to March). ‘Web – Dealer’ remains the second most common source of leads but also experienced a sizeable decrease with 11.5% fewer leads being attributed to this source than the previous month. ‘Brand’ remains in the third spot and although there were 5.9% fewer leads from this source in April as there was in May, this represents a less significant drop than recorded from other lead sources.

As with Leads, we saw a sizable decrease in the number of Test Drives recorded in April with 31.2% less Test Drives recorded in April than there were in March. This trend was visible across all the Lead Sources with Test Drives from ‘Web – Dealer’ decreasing by 16.3%, ‘Direct’ Test Drives falling by 40.6% and Test Drives generated from ‘Web – Dealer’ leads decreasing by 32.4%.

As with Leads and Test Drives, we saw a decrease in Sales (19.8% decrease from March 2019). This played out as an 11.6% decrease in Sales attributed to dealer websites (‘Web – Dealer’), 12.6% fewer Sales attributed to ‘Web - Classified’ leads and 15.2% fewer Sales attributed to ‘Repeat’ leads sources.

With Fieldays just around the horizon in June dealers across NZ will be hoping for a bounce back in Leads, Test Drives and Sales in the coming months. As always make sure to check back next month for the top sources of Leads, Test Drives and Sales in May 2019.