As I write, Xmas is just around the corner and this provides dealers with a great opportunity to review what lead sources are, and are not working for them. Overall activity remained pretty static in November. Leads decreased slightly by 0.2%, Test Drives decreased by 0.1% and Sales increased slightly by 1.0% from October.
In November the top 3 sources of Leads remained ‘Web – Dealer’, ‘Brand’ and ‘Web – Classified’. ‘Web – Dealer’ fell by 6.2% but still managed to retain the top spot, though there were 1.7% more leads generated by ‘Brands’ in November than in October. ‘Web – Classified’ continued to drop, with 5.1% fewer leads from these sources in November than in October.
October saw a significant 35% increase in Test Drives for the ‘Direct’ source, however this proved to be an aberration as the top 3 spots were occupied again by ‘Web Dealer’, ‘Brand’ and ‘Web – Classified’. ‘Web – Dealer’ was the most common source of Test Drives, however in November the volume decreased by 12.3%. Both ‘Brand’ (up 39.2%) and ‘Web – Classified’ (up 19.3%) were popular sources of Test Drives in November.
After becoming the number one source of Sales in October, ‘Web – Dealer’ retained prime position with a further 6.7% increase. In November a large number of Sales were recorded as being from the ‘Referral’ source – with an unusual 124.9% increase. ‘Direct’ also increased by a significant margin with an increase of 44.1% month-to-month.
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