European Online Lead Response Rates Improve Again in 2011
The results presented at the 18th European eDataXchange Forum
Scott Gairns, sophus3
2011 Auto Brand Online Conversion Report_AG
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During Q4 2011 sophus3 conducted its annual Online Conversion Benchmark in the “Big 5” European markets (France, Germany, Italy, Spain and UK). This is a mystery shopping exercise conducted by sophus3 to gain an indication of how timely the online test drive request process is across the major brands.
The Online Test Drive facility consists of 2 parts:
- The customer needs to complete the online test drive request form
- The OEM or dealer needs to respond to the customer by offering a convenient date and time for the test-drive.
Sophus3 measures and benchmarks both of these parts.
The following brands were benchmarked: Alfa Romeo, Audi, BMW, Chrysler/Lancia, Citroen, Fiat, Ford, Honda, Jaguar, Land Rover, Lexus, Mazda, Mercedes-Benz, Mini, Mitsubishi, Nissan, Opel/Vauxhall, Peugeot, Renault, Saab, Seat, Toyota, Volkswagen, Volvo.
The best practice players for each benchmark were:
The overall result shows that there has been an improvement across the board. The efforts of auto manufacturers and dealers are yielding better results. However, there is still a long way to go considering the divergence of average performance between markets and the number of non-responses.