User Data reveals key reason for Underperforming preowned ...
User Data reveals key reason for Underperforming preowned Car Sales
PROBLEM
Preowned car sales were underperforming even though the marketing was driving qualified traffic.
? Oct ? Dec 2016: Average 48 used cars sold ? Used inventory average of 100 vehicles. Equates
to a 60 day turn rate.
PATH TO SUCCESS
? Identified 44% of traffic exited the site after visiting a vehicle search results page. This told us that the user did not find what they were looking for. The dealer was stocking the wrong inventory.
? Analyzed cross sell (300,000 actual sales records) to identify the best-selling preowned cars in the market.
? Recommended the best 20 non-VW (which is their brand) make/models they should carry.
? Esserman quickly changed over their inventory to these models.
RESULTS
+67
Cars Sold
January 2017
+40%
Sales Increase Over Previous 3 Mo. Average
+62%
Sales Increase Year Over Year
Traffic is generated to Vehicle Description
WEBSITE PAGES
APPOINTMENTS
with a salesperson are generated
Customers show
up for APPT.
BUY
Automotive dealer website traffic brought to Vehicle Description Pages corresponds to total cars sold.
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