This document summarizes key findings from an R.L. Polk & Co. study on converting online car shoppers into sales. It finds that third party websites are preferred for lead submission. It also finds that response quality matters more than speed, and dealers should balance response method and time based on the shopper's preferences. First time buyers, loyalists, and defectors each represent opportunities, but must be approached differently to improve conversion rates.
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Convert more online shoppers with quality responses
1. DEALIX RETAIL STRATEGY BRIEF: JULY 2008
Converting More Online Shoppers to Sales
Leveraging recent ndings from the R. L. Polk & Co. research study:
“Consumer Expectations for Internet Lead Marketing”
2. Converting More Online Shoppers to Sales
Table of Contents
Overview 1
Third Party Websites Preferred for Lead Submission 2
Balancing Response Method and Response Time 4
Quality of Response Matters 4
Attracting First Time Buyers 5
Improving Shopper Loyalty 6
Addressing the Defector 7
Conclusion 9