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

​After April was one of the worst performing months in recent memory, we experienced a bounce back in May 2019 with increases in the number of Leads, Test Drives and Sales recorded.  We saw Leads increase by 14.2%, Test Drives by 17.4% and 8.0% increase in Sales from April 2019 to May 2019.

The top 3 sources of leads remain unchanged with ‘Web – Classified’ bouncing back from an 11.7% decrease from March to April, with a 10% increase from April to May 2019.  Leads from the ‘Web – Dealer’ source increased by 6.7% and continued to be the second most common source of leads in May.  As brands geared up for Fieldays in NZ we saw a number of pre-qualified leads for the event get pushed through to dealers in advance of Fieldays.  This was reflected in an increase in leads from the ‘Brand’ source of 29.6% from April 2019 to May 2019.

Following the trend, we saw Test Drives increase by 17.4% April to May 2019.  The most common source of Test Drives was again ‘Web – Dealer’ leads which increased by 12.4% month to month.  After drops of more than 30% in April, Test Drives from ‘Web – Classified’ sources bounced up to second on the back of a 16.4% increase month to month.  ‘Direct’ Test Drives also increased, but by a smaller margin (6.8%) – resulting in this source slipping to occupy the 3rd spot in Test Drive tracking.

​As with Leads and Test Drives, we saw an increase in Sales.  This played out as an 12.9% increase in Sales attributed to ‘Web - Classified’ sources, 3.5% increase in Sales from dealer websites (‘Web – Dealer’) and 5.6% increase in Sales attributed to ‘Repeat’ lead sources.

​With Fieldays just completed in June, we expect to see a big increase in brand leads when we publish the June figures next month.  Make sure to check The PlayBook next month for the top sources of Leads, Test Drives and Sales in June 2019.