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Website leads preferred

Time 10 years ago

smartphone_genericRAZSOR has found dealers trust a phone lead coming through their own websites more than a classified print ad.

Latest research from the firm reveals that 70 per cent of dealers believe a phone lead that has come through their own website is more reliable than a traditional advert.

Dealers reported leads that are from the website generated a sale for every three calls received or 10 emails, highlighting the importance for dealers to have a strong and professional presence online.

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Almost half (49 per cent) of dealers surveyed reported that the key reason in deciding to upgrade their website was the ability to have a high quality website in order to generate more calls and email leads into their business.

Around a quarter of dealers also reported cost of the website (28 per cent) and ability to generate more visitors to the website (26 per cent) as ‘very important’ to their decision, while 18 per cent also see the ability to easily update their new site as a key factor in their decision making process.

MORE THAN CAR SALES

As well as seeing the benefits of generating stronger leads into the business, dealers also reported interest in selling additional services through their website, beyond cars.


More than a third (34 per cent) of respondents were ‘very interested’ in selling insurance through their website, while around one in five dealers were also interested in offering warranties (21 per cent), personalised number plates (21 per cent) and parts or accessories (20 per cent).

Andrew Whitehair, managing director, Razsor, said: ‘Our research demonstrates how important websites have become for dealers, in this incredibly digital world. An online presence offers them a new and proven channel to engage consumers and bring qualified sales leads into the business. Car dealers operate in a tough market and with consumers increasingly researching purchases online before visiting the forecourt, it’s more important than ever to have a high quality website.

‘In the last few years, dealers increasingly have seen the importance in having their stock available online. The results of this survey show that there is an appetite for further growth online, with dealers keen to offer their customers a full range of products online, whether this is insurance or personalised number plates. Razsor was created to help dealers improve their visibility online and improve SEO, ultimately attracting more sales leads.’

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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