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What are the Top 3 Sources of Leads, Test Drives and Sales for kiwi dealerships? (October 1st to October 31st)

17/11/2017

 
In October 2017, for the second consecutive month AutoPlay customers experienced an interesting scenario where Leads captured increased (up by 6.3%), but Test Drives (down by 4.9%) and Sales (down by 4.0%) both decreased from October levels as dealers converted less of the leads that they generated. 
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Lead sources were distributed across many different channels in October – resulting in drops for 2 of the top 3 lead sources.  Only ‘Web – Dealer’ increased by 2.8% from September – making dealer websites the top source of leads in October.  ‘Web – Classified’ continued to fall from previous heights to the 3rd most frequent source of leads in October.  Following a decrease of 15.4% in September, the number of leads from 3rd Party sites dropped again by 12.4%.
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In October there was a significant 35.2% increase in the number of Test Drives where the source has been recorded as ‘Direct’ (which is often used by dealerships for walk in Test Drives).  Despite this ‘Web – Dealer’ remained in the top spot for the second consecutive month with a slight increase in the number of Test Drives from dealer websites.  ‘Web – Classified’ continued to decrease with a further 23% drop from September to October – predominately due to the decrease in the number of leads being received by AutoPlay customers from 3rd party websites.
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‘Web – Dealer’ jumped ahead of ‘Web – Classified’ as the top source of Sales in October for AutoPlay Sales Pipeline due to an increase of 3.2% for the former, and a drop of 11.5% for the latter.  As always ‘Repeat’ continues to be the third most frequent source of Sales for kiwi dealers and rebounded from a slight decrease in October to grow by 10.6% last month.
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Make sure to check back in next month’s issue of Autotalk to see how kiwi dealerships fared in November 2017. 
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Matt Darby works for AutoPlay who specialise in pre-sale lead management tools.  To find out more about AutoPlay services email sales@autoplay.co.nz or visit www.autoplay.co.nz

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