Autobytel Proves the Value of its Third Party Internet Leads

First of its Kind Website for Auto Dealers

Since its incep­tion in 1995, Auto­by­tel has reached out to find the best way to quan­ti­fy leads accu­rate­ly and con­sis­tent­ly for its deal­er and OEM clients.

CHALLENGE:

Quan­ti­fy­ing the Val­ue of Online Leads

Auto­by­tel searched to pro­vide its clients with sol­id data on how con­sumers research vehi­cles and their cross-shop­ping behav­iors. Need­ed: a cred­i­ble, third-par­ty source of data that is respect­ed in the indus­try. We turned to Polk to match state vehi­cle reg­is­tra­tion data with leads and pro­vide lead con­ver­sion report­ing on an ongo­ing month­ly basis.

Auto­by­tel need­ed a way to quan­ti­fy the val­ue of the leads its deal­er and OEM clients receive from Autobytel.com and its affil­i­ate part­ners.

SOLUTION:

Cred­i­ble Data Leads to Reli­able Report­ing

  • The alliance with Polk helps Auto­by­tel demon­strate val­ue by quan­ti­fy­ing the return on invest­ment for its deal­er and OEM clients.
  • Each month, Polk match­es state vehi­cle reg­is­tra­tion data to Auto­by­tel con­sumer leads and pro­duces detailed report­ing show­ing the per­cent­age of shop­pers con­vert­ing to buy­ers over a 90-day peri­od.
  • The reports show the pur­chase type (new or used), make and mod­el of the vehicle(s) that con­sumers intend­ed to buy and the vehi­cle they actu­al­ly pur­chased.
  • The reports show sales lost to oth­er deal­ers so they under­stand their missed oppor­tu­ni­ties and can adjust their strat­e­gy to con­vert more leads to sales by using Polk’s fact-based infor­ma­tion.
  • The reports show OEMs and deal­ers a com­pre­hen­sive pic­ture of con­sumers’ cross-shop­ping behav­iors; pur­chase time­frames and new-to-used vehi­cle shop­ping pat­terns.

RESULTS:

Report­ing Dri­ves Actions

For deal­ers and auto man­u­fac­tur­ers, the Polk report­ing pro­vides cred­i­ble data to show lead con­ver­sion per­for­mance and quan­ti­fy their invest­ment in Auto­by­tel leads. The find­ings can also help shape improve­ments to lead man­age­ment, online adver­tis­ing and deal­er­ship sales process train­ing pro­grams.

What actions deal­ers and automak­ers must take:

  • Place more empha­sis on their CPO pro­grams when fol­low­ing up on online con­sumer leads: Near­ly 46 per­cent of con­sumers who planned to buy a new vehi­cle bought a used car or truck instead.
  • Do more to dif­fer­en­ti­ate their brand from the com­pe­ti­tion: More than 55 per­cent of con­sumers who intend­ed to buy a new vehi­cle from a spe­cif­ic brand actu­al­ly bought anoth­er make (either new or used).
  • Real­ize that every con­sumer who goes online is a con­quest oppor­tu­ni­ty and adver­tise the brand’s strengths accord­ing­ly: Just 30 per­cent of con­sumers who bought a new vehi­cle pur­chased a new vehi­cle from the brand for which they sub­mit­ted a lead.

Auto­by­tel has con­nect­ed tens of mil­lions of con­sumers with auto­mo­tive deal­ers and man­u­fac­tur­ers, pro­vid­ing quote requests (leads) from in-mar­ket con­sumers while help­ing poten­tial vehi­cle buy­ers make an informed pur­chase deci­sion. Read the full case study here.

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