Best lead sources today for internet leads

[joe.pistell]

This data comes from about 6,500 stores, aggregated by the CRM they all use. Sample size = 4.4 million leads.

From my seat, this is the post of the decade.​

 

[BillVaughnKMC]

From my seat, this is the post of the decade.​

What are some of your reactions to the data?

 

[ryan.leslie]

From my seat, this is the post of the decade.​

I was going to challenge you on this, but I think that Jorts post was MORE than a decade ago.

 

[DanMorgan]

that data is incredible. Has to be a national group. But what amazing info and not surprised by the closing ratios by most of the sites.

 

[joe.pistell]

What are some of your reactions to the data?

Hi ya Bill,

assume that 'par' = for every $grand you invest in a platform:

Marketplace	Close Rate	Performance vs. Par (Over / Under)
Autotrader	9.4%	+46.9% (Over Par)
CarGurus	6.8%	+6.3% (Over Par)
Cars.com	6.6%	+3.1% (Over Par)
Benchmark (Par)	6.4%	0.0% (Par)
CarFax	4.7%	-26.6% (Under Par)
Edmunds	4.0%	-37.5% (Under Par)
TrueCar	3.8%	-40.6% (Under Par)

 

[BillVaughnKMC]

Hi ya Bill,

assume that 'par' = for every $grand you invest in a platform:

Marketplace	Close Rate	Performance vs. Par (Over / Under)
Autotrader	9.4%	+46.9% (Over Par)
CarGurus	6.8%	+6.3% (Over Par)
Cars.com	6.6%	+3.1% (Over Par)
Benchmark (Par)	6.4%	0.0% (Par)
CarFax	4.7%	-26.6% (Under Par)
Edmunds	4.0%	-37.5% (Under Par)
TrueCar	3.8%	-40.6% (Under Par)

We're considering the "no 3rd party" experiment here. I'm not 100% sold that 3rd party is dead. Probably helps we convert higher than all of these numbers. My recommendation was to try the barbell approach first before just dropping everything. Just lean heavy into one of them (most likely AutoTrader).