Lead, Test Drive and Sales by Source December 2020 (vs November 2020)

Welcome to 2021!

As we start the new year its appropriate to look back on the last few months of 2020 for the most popular sources of Leads, Test Drives, and Sales amongst kiwi dealers in December.

Overall activity was down in December 2020 with Leads decreasing by approx. 19% from November to December, Test Drives decreasing by 6.3% and Sales decreasing by 7.4% month to month.

When reviewing the volume of leads loaded in December 2020, we saw the same top 3 lead sources as has become standard – ‘Web – Classified’, ‘Web – Dealer’ and ‘Brand’ making up the top 3.  All 3 sources of leads decreased from December to November with ‘Web – Classified’ decreasing by 10.5%, ‘Web – Dealer’ decreasing by 17.6% and ‘Brand’ sourced leads decreasing by 18.7% from month to month.

Web - Classified - Down 10.5% (vs 4.0% decrease in November)
Web - Dealer – Down 17.6% (vs 3.6% increase in November)
Brand - Down 18.7% (vs 23.7% increase in November)
December 2020 vs November 2020

With several stat holidays it’s perhaps not surprising that we saw Test Drives decreasing overall in December.  Test Drives from ‘Web – Classified’ sources decreased by 5.1% - following a decrease of 8.4% in November.  Following last month’s surge where we saw ‘Dealership Visit’ Test Drives increase dramatically in November, we saw a more modest increase of 3.1% in December.  The third most popular source of Test Drives was from ‘Web – Dealer’ leads, however Test Drives from this source decreased by 20.3% month to month.

Web - Classified – Down 5.1% (vs 8.4% decrease in November)
Dealership Visit – Up 3.1% (vs 41.5% increase in November)
Web - Dealer – Down 20.3% (vs 3.1% increase in November)
December 2020 vs November 2020

Most sources of Sales decreased across the board, with Sales attributed to ‘Web Classified’ sources decreasing by 1.5%, Sales attributed to ‘Web – Dealer’ decreasing by 20.5%.  Due to the increase of dealers using the Dealership Visit source we have seen Sales from this source increase by 17.3%.

Web - Classified - Down 1.5% (vs 5.0% decrease in November)
Web - Dealer – Down 20.5% (vs 2.7% increase in November)
Dealership Visit – Up 17.3% (New to top 3)
December 2020 vs November 2020

So far 2021 has started strong.  From the 5th of Jan onwards we’ve seen some strong performance with Leads and Test Drives volumes so far exceeding volumes we have typically been seeing over the first part of the month for the last 3 months.  Make sure to check the PlayBook again next month to see the most popular sources of Leads, Test Drives and Sales in January 2021.