Most UK car dealers believe that leads from their website are stronger than those from classifieds, according to new research.
The study, from automotive digital marketing company Razsor, looked into the future of online marketing in the automotive sector.
The research revealed that 70 per cent of dealers believe that a phone lead that has come through their own website is more reliable than one from a classified print ad.
The survey of over 200 car dealers researched the importance of having a website to generate leads and ultimately sales in an increasingly connected retail environment.
Dealers also reported leads that are from the website generated a sale for every 3 calls received or 10 emails, highlighting the importance for dealers to have a strong and professional presence online.
Almost half (49%) of dealers surveyed reported that the key reason in deciding to upgrade their website was the ability to have a high quality website in order to generate more calls and email leads into their business.
Around a quarter of dealers also reported cost of the website (28%) and ability to generate more visitors to the website (26%) as ‘very important’ to their decision, while 18 per cent also see the ability to easily update their new site as a key factor in their decision making process.
Going beyond car sales
As well as seeing the benefits of generating stronger leads into the business, dealers also reported interest in selling additional services through their website, beyond cars.
Over a third (34%) of respondents were ‘very interested’ in selling insurance through their website, while around one in five dealers were also interested in offering warranties (21%), personalised number plates (21%) and parts or accessories (20%).
Dealers also reported interest in selling vehicles other than cars online, with 16 per cent wishing to offer vans and 9 per cent motorhomes. Interestingly, 16 per cent of dealers that took part were also interested in the possibility of selling bikes through their website, as well as cars.
Andrew Whitehair, Managing Director, Razsor, comments: “Our research demonstrates how important websites have become for dealers, in this incredibly digital world. An online presence offers them a new and proven channel to engage consumers and bring qualified sales leads into the business. Car dealers operate in a tough market and with consumers increasingly researching purchases online before visiting the forecourt, it’s more important than ever to have a high quality website.”
Whitehair continued: “In the last few years, dealers increasingly have seen the importance in having their stock available online. The results of this survey show that there is an appetite for further growth online, with dealers keen to offer their customers a full range of products online, whether this is insurance or personalised number plates. Razsor was created to help dealers improve their visibility online and improve SEO, ultimately attracting more sales leads.”
Source: www.razsor.com/