Top 3 Sources of Leads, Test Drives and Sales November 2018 (vs October 2018)

After an up and down last few months saw strong growth in Lead and Test Drive volume in October 2018, November bucked the trend with decreases across all 3 KPI’s for AutoPlay customers.  Leads decreased by 2.5%, Test Drives by 5.2% and Sales by 4.1%.

Reflecting the overall trend of a decrease in Lead volume, most sources decreased in the month of November.  ‘Web – Dealer’ leads decreased by 6.8% from Octobers high, and whilst ‘Web – Classified’ still accounted for the second most leads across AutoPlay customers, dealers also saw a decrease in the number of leads from this source by 2.5% from month to month.  ‘Brand’ generated leads continue to provide dealers a reliable source of leads and were one of the few sources to buck the trend – increasing by 4.7% from October to November.

As with Leads, the overall number of Test Drives decreased in November (vs October 2018).  Test Drives from ‘Web – Dealer’ generated leads decreased by 7.8%, but dealer websites still remain the most fruitful place to generate Test Drives.  ‘Direct’ Test Drives continue to firm as the second most popular source of Test Drives with a small 2.0% increase from October to November.  As with October, Test Drives generated from ‘Brand’ leads accounted for the 3rd most Test Drives, but decreased by 11.7% from the previous month.

Sales across all Lead Sources decreased by 4.1% from October to November 2018.  The same three sources accounted for the most Sales in November with ‘Web – Dealer’ decreasing by 1.5%, ‘Web – Classified’ decreasing by 0.5% and ‘Repeat’ decreasing by 3.3%.

​Lead Source reports are just one of the reports available to dealerships and OEM’s who use AutoPlay Sales Pipeline.  To find out more about the range of reports available via AutoPlay contact us on sales@autoplay.co.nz or +64 9 361 1505.