- Mar 17, 2011
- First Name
"Using the tool" - what does that mean?Between 4-5x as many customers went through the process online in May compared to April. We had a tool change at the same time. June has been similar to May, so far.
How much do I attribute to the new tool vs changing customer behavior? Who knows.
All I know is that we have a TON of customers using our DR tool every day, and that wasn’t the case in the before times.
When I asked a DR solution company if their traffic/engagement actually equated to increased lead volume like the rest of us saw, her reply was:
"... we don't look at leads, we look at prospective buyers since they are doing some kind of deal-making activity. With that said, we are seeing Prospects up about 44% nationwide, while order starts, the volume of people who click "buy this car" is up closer to 50%."
The bottom line for us is, did we actually sell more cars?
Don't get me wrong, anything is better than nothing, but as Nick Gorton, VP of Product Innovation, Edmunds
“Offering payments online …. may not hold as much value if consumers get a payment offer and simply use it to get a better deal somewhere else.” (in other words, Webrooming)