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Top 3 Sources of Leads, Test Drives and Sales April 2018 (vs March 2018)

17/5/2018

 
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.
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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.
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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.
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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)
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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.
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Make sure to read the next issue of The PlayBook to see what sources of leads were popular in May amongst kiwi dealerships.


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