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Lead, Test Drive and Sales By Source July 2019 (vs June 2019)

18/8/2019

 
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The market performance in 2019 to date has been up and down, and July was no different.  After increasing by 3.3% from May to June, the volume of leads captured by kiwi dealers decreased by 3.2% from June to July 2019.  Test Drives fell again with 4.6% fewer Test Drives loaded across the 80% of franchise dealers using AutoPlay in July.  Sales bounced back in July with 12.9% more Sales being logged among AutoPlay dealers in July.
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Unlike most sources, leads from ‘Web -Classified’ sources increased by 5.4% from June to July.  July also saw ‘Web – Dealer’ reclaim the second most popular source of leads despite decreasing by 1.9% from month-to-month.  This is because leads from the ‘Brand’ source decreasing by a massive 69.1% from June to July.  This is not unexpected as every June in NZ we see brands accounting for a large amount of leads due to the marketing and sales activities around Fieldays.
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In July ‘Web Classified’ was the most common source of Test Drives but fell by 9.4%.  Test Drives arising from ‘Web – Dealer’ leads increased by 2.1% and Test Drives from ‘Direct’ leads decreased by 2.0% from June to July.
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After a sizeable drop in Sales in June, Sales across the board increased in July 2019 (by 12.9%).  This was primarily due to a significant uptick in conversion to Sales on ‘Web – Classified’ leads – increasing by 23.2% from June to July.  Sales from ‘Web – Dealer’ source also increased by 5.5% resulting in a great month of Sales from online sources.  Sales from ‘Repeat’ customers decreased slightly (-0.1%) but still remained the 3rd most prevalent source of leads in July.
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​Make sure to check back in August to see the top Sources of Leads, Test Drives and Sales in August 2019.  

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