The first quarter of 2018 is officially done, April is now in the books and we are now well and truly in the grips of winter – the perfect time to review how your online lead sources are performing and compare with what is working for other dealers throughout NZ.
Whilst March saw solid increases in the volume of Leads, Test Drives and Sales from the previous month, April has seen a slight decrease in Leads (down 5.5% from March), and Test Drives (down 5.0% from March). Fortunately for dealers Sales continued to increase with a 12.5% increase in Sales from March to April.
In April we continued to see ‘Web – Dealer’ open a wider gap as the most common source of Leads with a 33.9% increase from March to April 2018. Conversely Brand decreased by 17.5% and ‘Web Classified’ decreased by 25.0% - further solidifying dealer websites as the most popular source of leads amongst kiwi dealers.
Similar to Test Drives, ‘Web – Dealer’ was the most common source generating Test Drives in April 2018. Test Drives generated via the ‘Brand’ increased by 4.6%, however dropped to third - being leapfrogged by Test Drives generated from the ‘Direct’ source (up 5.3% from March 2018)
The usual suspects occupied the top three sources of Sales in March with ‘Web – Dealer’, ‘Repeat’ and ‘Web – Classified’ occupying the top 3 spots. April saw a significant increase in the number of Sales recorded against the ‘Web – Dealer’ source – up 58.2% from March 2018. This is likely due to the significant increase in the number of leads generated from this source in March. Sales increased across the board with 5.1% more Sales from ‘Repeat’ business and 3.8% more Sales from ‘Web – Classified’ sites like Trade Me.
Make sure to read the next issue of The PlayBook to see what sources of leads were popular in May amongst kiwi dealerships.