Among the top findings are that, despite a prevailing view that consumers are in the “buy phase” when they reach a dealership website, the majority are, in fact, nowhere near ready to transact: 76% are only at the beginning or middle of the process. And, when it comes to communications preferences, email trumps phone by a mile (67% versus 8%) while text is preferred by nearly a quarter of dealership visitors.
5 Key Car Buyer Myths and Realities
|1. By the time consumers reach a dealership website, they are ready to
make a purchase.
|76% of dealership website users say they are not ready to buy (30% are at the beginning and 46% in the middle), while dealers are only optimizing websites for those who are ready-to-buy.|
|2. Consumers on dealership websites
want “to be sold.”
|46% want to continue browsing inventory as an ideal next step, with 20% preferring to continue a broader search for information and only 19% ready for pre-approval.|
|3. Quick and easy purchase is most important to consumers.||Relevant incentive and discount information are most important for 31%, finance options for 27% versus 20% who cite quick and easy purchase.|
“The idea that a consumer will only engage with the dealership website at the end of the buying process is simply not true,” said Muhammad Yasin, Vice President of Marketing at PERQ. “Especially because many car buyers are still researching, which is something they want to do on their own. Our report found that consumers are often looking for research assistance and information to help them in their journey and that they have very specific communication requirements. Dealerships should be optimizing their websites with relevant tools and information across the car shopping journey.”
Data gathered during Q2 of 2017
|4. Get that phone number above all else!||Just 8% of consumer prefer it when dealers contact them via phone, while 68% prefer email.|
|5. Text is the third rail of communications.||24% of website users prefer it, a percentage that far outpaces phone calls as preferred method of communication.|
“Clearly, these results indicate that dealerships should not be looking at phone calls as their communications priority: car buyers are telling them that text or email is better, and less intrusive,” continued Yasin.
“This is all about delivering the digital retailing experience that the modern car shopper wants and it is a huge, generally unmined opportunity for dealers. These consumers have found the dealership website through effective online marketing, and, if dealers optimize their websites to give them the information and communications they need, when and how they want it, the likelihood of them buying from that dealership should dramatically increase.”
PERQ reviewed consumer data captured from thousands of leads in Q2 of 2017, from a sampling of 100 auto dealerships. Data is collected via all types of lead formats, and during all phases of the consumer journey in order to provide a more clear and targeted view of important consumer buying and research preferences.
PERQ, a marketing technology provider, boosts website conversions by creating and delivering interactive experiences to the right consumers at the right time. Founded in 2001, PERQ solutions today are used by more than 1,000 businesses across the United States. PERQ’s brands have been named to the Inc. “500 Fastest Growing Companies in America” list on three separate occasions, and its Web Engagement platform is a 2017 Gold Stevie® Award winner for lead generation software.
PERQ Media Contacts
Melanie Webber, mWEBB Communications, firstname.lastname@example.org or 949-307-1723
Cassandra Cavanah, mWEBB Communications, Cassandra@mwebbcom.com or 818-397-4630