Now that 2017 is over we can take a look back at Lead, Test Drive and Sales activity over December 2017. Overall December was a quiet month as we lost a number of days to stat holidays and the quiet period between Christmas and New Year’s. Overall, the number of Leads captured by dealers using AutoPlay Sales Pipeline were down 17% from November 2017 to December 2017. Mirroring this trend, we also saw the number of Test Drives decrease by 12.7% and Sales by 12.9%.
Although Leads decreased by 17% in December, ‘Web – Classified’ managed to buck the trend and increase by 4.4%. Whilst the discipline of loading leads can slip around the holiday season, AutoPlay captures leads from 3rd party websites automatically which has helped to keep this figure stable. With ‘Web – Dealer’ accounting for 10.7% fewer leads in December this helped ‘Web – Classified’ regain the top spot in December 2017. After a strong November, the number of leads provided to dealers by the ‘Brand’ decreased by 33%, causing this lead source to slip to the third best source of leads for kiwi dealers.
Test Drives were down across the board in December. but after several months as the number one source of leads for dealers, there were still a number of leads from the ‘Web – Dealer’ source to be converted to Test Drives – resulting in a smaller decrease of 0.9% compared to 12.7% across all sources of Test Drives. ‘Direct’ was the second most prevalent source of Test Drives and ‘Web – Classified’ accounted for the third most Test Drives – up 6.8% from November 2017.
Sales were also down across the board with ‘Web – Dealer’ down 10.6% and ‘Repeat’ down 20.6%. In between ‘Brand’ accounted for the second most sales in December and was up 20.2% from November – likely due to the high volumes of brand leads pushed through from previous months slowly being converted to sales.
Make sure to check back next month to see the most frequent sources of Leads, Test Drives and Sales in January 2018.
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