Overall May 2018 was a strong month for activity at NZ Dealerships with increases across the board for all the KPI’s we measure. From April to May the number of Leads increased by 21.1%, Test Drives increased by 9.7% and Sales recorded increased by 10.4%. This represents a significant swing from April where both Leads and Test Drives dropped by over 5% each.
The usual sources were again generating the most leads with ‘Web – Dealer’, ‘Brand’ and ‘Web Classified’ occupying the top 3 spots. However, whilst leads from dealerships websites dropped for the first time in a few months (‘Web – Dealer’ down by 13.1%), leads from the ‘Brand’ (up 48.5%) and ‘Web – Classified’ (up 73.6%) both increased significantly.
In May ‘Web – Dealer’ was again the top source of Test Drives amongst AutoPlay customers, however decreased by 5.3% from April to May 2018. ‘Direct’ still accounts for the second most leads (up 4.2%) and ‘Brand’ leads generate the 3rd most Test Drives (up 14.4% from April).
In April the ‘Web – Dealer’ source was again the most common source of Sales, however after a sizeable increase from March to April, the volume decreased by 9.1% from April to May. The ‘Repeat’ source continues to proportionately account for a larger number of Sales than many other sources and increased by 6.9%. May also saw Sales from ‘Direct’ contact increase by 18.1% - displacing ‘Web – Classified’ from the podium.
With Fieldays in early June we are sure to see a surge in Leads, Test Drives and Sales from the Brand reflected in next month’s results. Make sure to read the next issue of The PlayBook to see what sources of leads were popular in June amongst kiwi dealerships.
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