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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.  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%.  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.  ‘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.  Make sure to check back in next month’s issue of Autotalk to see how kiwi dealerships fared in November 2017.
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 Comments are closed.
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