Digital traffic on franchised new car dealer websites only represents a quarter of actual buyers.
Research from British automotive marketing agency CitNow, which polled 1000 UK consumers, shows 57% of new car buyers will digitally research their shortlist before entering the dealership, but just one in four will look at the retailer’s website first during that research.
According to the ‘Evolution of the Car Buyer’ report, vehicle brands draw about 30% of website traffic in the consumers’ mission to do their homework, marginally ahead of the 26% visiting a dealers own website, suggesting franchised dealers should focus their online presence to be as engaging as possible to improve the conversion to walk-ins.
CitNow also urges dealers to make sure their websites and digital assets are smartphone compatible to make the one-handed research habits of nearly 40% of potential buyers as friction-less and ergonomic as possible.
Head of sales and client services in the UK, Ollie Parsons, says thousands of car buyers us a retailer’s website is the first touchpoint during the buying process.
“That initial impression can help build a lead, or turn them towards a competitor,” he says.
“Delivering high quality imagery and video can help transform a retailer’s online customer journey, creating engaging listings that can attract potential customers to your website, and help convert online traffic into footfall,” Parsons adds.
According to the Motor Vehicle Registration Information System (MVRIS), registered UK new car sales figures hit 2.36 million last year – a fall of 6.8%, matched by another fall of 5.5% in December alone.
Despite good news stories from Ford and Volkswagen who December sales increased 6.1% (16,493 units/11.4% market share) and 4.3% (16,010 units/11.1% share) respectively, December UK sales saw the Ford Fiesta top the ranking with over 95,000 registrations, ahead of Volkswagen Golf in second with 64,829 units.
