How customers come to car dealers

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Content
Calls and more
Conclusions:
The end-to-end analytics service CoMagic examined 300 customer sites. As a result, five interesting trends in automotive marketing were identified: calls are a priority, mobiles are rushing ahead, conversion has become better, but there are also more lost calls. Car dealers have learned to tag requests, but have not yet learned to integrate analytics with CRM.

Calls and more
For car dealership customers, a call is the austria phone numbers main channel of contact (94%), the remaining 6% divided requests (4%) and chats (2%). Accordingly, call research is a priority task for marketing. This is understood by 90% of study participants and they tag calls. The technology determines the quality of calls, allows you to highlight priority categories, track missed calls and work with them.

8% of auto retailers use full-fledged end-to-end analytics to study the entire sales funnel. This approach shows the main sources of requests, allows you to select advertising channels with the greatest commercial effect, and then link marketing results to sales. The connection between advertising analytics and business analytics allows you to create personalized marketing and effectively work with narrow target segments.

Conversion has become better

The conversion rate of automotive websites increased by almost 1% compared to 2015 and amounted to 2.95% versus 2.02%.


Lost Calls

The bad news is that car dealerships are still losing calls, which means one thing – marketing budgets are wasted. The number of lost calls at car dealerships increased by 2.7 (!) times and amounted to 8.47% in 2016 against 3.12% the year before.


Mobile is rushing forward

The number of visits from mobile devices is growing in all market segments, and the automotive sector is no exception. If in 2015, 9.34% of visitors viewed car dealership websites from mobile devices, then in 2016, mobile devices accounted for 21.67%. Such traffic can only mean one thing – websites adapted for mobile devices are not just relevant, but absolutely necessary.


Conclusions:
Car dealers have already managed to build a good marketing infrastructure within their companies: create adaptive websites, use call tracking and end-to-end analytics, but they are still unable to integrate the results of their work into general business processes. This is indicated by such indicators as a high number of lost calls, the cause of which may be the unsatisfactory work of call centers or sales departments, as well as a low percentage of integration of advertising analytics and CRM systems.