Driving Web Shoppers into the Showroom

June 1, 2007

By David Kain, Kain Automotive

Without a doubt, shoppers cycle hot and cold, and sometimes these cycles last hours. Often times, they last weeks or even months.

A recent study conducted by the Cobalt Group analyzed 1.1 million leads sent to more than 1,300 dealerships showed that 56 percent of the leads sent to these dealerships ended up purchasing a vehicle. The study said 42 percent of the shoppers who ended up buying purchased within 30 days, and 68 percent purchased within 60 days. The report went on to mention that 32 percent of the buyers waited more than three months.

This data convinced me that you need to be persistent and patient with your online shoppers. More importantly, you need to use a mixed media approach to stay top of mind so that they consider your dealership when they are ready to make their purchasing decision.

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