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I understand that there is a strong desire to increase reliance on the dealer website, but the data doesn't support that -Look at the what the sock guys found, "...when consumers used multiple channels they spent more money and they converted at a significantly higher rate." ( see We are being beaten by socks. SOCKS! )An Autotrader.com study had similar findings, "Simply put, after having been on third-party sites, shoppers on dealer websites are more qualified, which indicates a higher likelihood to make a vehicle purchase. Shopper quality can be clearly demonstrated by comparing common dealer website metrics, such as bounce rate, page views, and time on site..."The Groove Automotive / Dataium study also showed similar findings -[MEDIA=youtube]pnGIqJsSMuo[/MEDIA]
I understand that there is a strong desire to increase reliance on the dealer website, but the data doesn't support that -
Look at the what the sock guys found, "...when consumers used multiple channels they spent more money and they converted at a significantly higher rate." ( see We are being beaten by socks. SOCKS! )
An Autotrader.com study had similar findings, "Simply put, after having been on third-party sites, shoppers on dealer websites are more qualified, which indicates a higher likelihood to make a vehicle purchase. Shopper quality can be clearly demonstrated by comparing common dealer website metrics, such as bounce rate, page views, and time on site..."
The Groove Automotive / Dataium study also showed similar findings -
[MEDIA=youtube]pnGIqJsSMuo[/MEDIA]