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Intellitrends Results for Dealer Website Visitor Survey
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Transcript of Intellitrends Results for Dealer Website Visitor Survey
Dealer Internet LeadsDealer Internet LeadsStudyStudy
TopTop--line Resultsline Results
August 2005
Internet Generated Sales ~ What percentage of your dealership sales are generated via the Internet?
1-5%31%
11-15%16%
6-10% 24%
16-25%16%
26-50%7%
Don't Know 5%
More than 50%1%
(n=100)
• 94% of respondents said that less than 50% of sales are generated via the Internet
• 55% of respondents said that between 1%-10% of sales are generated via the Internet
Quality of Internet Leads~ How would you rate the quality of Internet leads received for…?
(n=100)
17%
26%
33%
41%
38%
29%
39%
34%
17%
0% 20% 40% 60% 80% 100%
Leads from yourown website
Leads from themanufacturer's
site
Leadspurchased from
third parties
Bottom Box (Very Low to Low)
Moderate
Top Box (Somwhat High to High)
Shared Leads ~ When you have too many leads from the Internet department to handle, are they shared with others in the sales department?
Never 40%
Sometimes 20%
Often 40%
(n=100)
25%
44%
41%
21%
20%
23%
0%
54%
36%
36%
43%57%
0% 20% 40% 60% 80% 100%
30-50
51-150
151-250
250+
Often Sometimes Never
Segmented by number of units sold per month
8%
16%
5%
16%
2%
1%
4%
21%
27%
0% 10% 20% 30% 40% 50%
2 weeks
3 weeks
1 month
2 months
3 months
4 to 6 months
7 to 9 months
Customer for life
Don't Know
Length of Follow-up~ Once you receive a sales lead online, how long does your dealership continue to follow-up with that prospect?
(n=100)
Length of time dealerships continue to
follow-up with prospects fell at both ends of the
spectrum
Sales Conversion Rate~ What would you estimate is your sales conversion rate of Internet leads annually?
(n=100)
13%
5%
6%
8%
10%
16%
19%
23%
0% 5% 10% 15% 20% 25% 30%
0-5%
6-10%
11-15%
16-20%
21-25%
26-34%
35%
Don't Know
%
15%
1%
6%
47%
31%
0% 10% 20% 30% 40% 50%
StronglyIncreased
ModeratelyIncreased
No change
Decreased
Don't Know
Changing Importance of Internet ~ Compared to a year ago, how has the Internet changed in importance for your dealership?
(n=100)
78% of respondents
said the importance of the
InternetINCREASED
Changes in Internet department~ Thinking about the way your Internet department operates, what one thing would you like to change?
(n=100)
5%
5%
5%
30%
3%
6%
17%
7%
3%
0% 10% 20% 30%
Nothing
Better Leads
Better screening of leads/more customerinformation/description
Update/Upgrade software
To be able to spend more time in the Internetroom
Have our own website/Not be a part of corporatewebsite
Have a full time Internet department
More interactive site
More inventory to be able to close sales
Internet Utilization ~ For sales and marketing, do you feel your dealership is fully utilizing the Internet?
YES 52%
Don't Know 4%
NO 44%(n=100)
Real-time Trade-in Service ~ Does your dealership currently have a “real-time” trade-in appraisal service available on its website?
YES, currently
have 40%
NO, but currently
considering 22%No, and not
considering 29%
Not Sure 9%
(n=100)
Fair Value ~ In general do you think offering the customer a fair value for their trade helps get more sales?
Don't Know 8%
No impact 11%
Moderately helps 30%
Strongly helps 51%
(n=100)
Future Growth of Internet ~ Over the next year, to what degree do you plan to grow your Internet sales area?
Moderately increase 57%
Large Increase 35%
No change 7%
Don't Know 1%
(n=100)
Sales Leads ~ What types of sales leads do you prefer or want more of?
(n=100)
32%
4%
65%
41%
0% 20% 40% 60% 80% 100%
Leads frommanufacturer
Leads from ownwebsite
Leads fromanother source
Don't want moreleads
Enhancing Internet Initiative~ Which of the following would strongly enhance the Internet initiatives of your Internet department/personnel?
(n=100)
20%
33%
18%
62%
16%
0% 20% 40% 60% 80% 100%
Better quality leads
More training
More Internet "savvy"personnel
Higher commissions
Less employeeturnover
More Support ~ In what areas do you feel manufacturers should provide more support for dealers?
(n=100)
19%
22%
19%
69%
0% 20% 40% 60% 80% 100%
Pre-qualification/screening
of leads
Lead managementtraining
Increase in leads frommanufacturers website
Supplying astandardized lead
management system
Dealership Profile: Vehicle ~ What make does your dealership sell?
20%
11%
10%
8%
8%
6%
5%
4%
4%
4%
3%
3%
0% 5% 10% 15% 20%
Ford
Chevrolet
Toyota
Chrysler
GMC
Cadillac
Volkswagen
Buick
Dodge
Pontiac
BMW
Honda
(n=100)
51-150 units 45%
30-50 units 24%
Don't Know 2%
251+ units 7%
151-250 units22%
Units sold per month
Respondent Profile ~ Title
(n=100)
1%
1%
1%
1%
1%
2%
3%
12%
16%
62%
0% 20% 40% 60% 80% 100%
Internet Manager
Sales Manager
General Manager
Business Development Manager
IT Manager
Dealer Principal
Fleet Manager
Marketing Manager
Controller
Finance Manager