Why Shoppers Don’t Buy: An Update

Back in January, we shared some results of our exclusive CarsDirect customer survey on the top reasons customers choose not to buy from a dealer after submitting a lead online. Since then, we’ve conducted another round of surveys and have fresh data to share.

Take a look at some highlights from the survey, which polls thousands of customers who submitted leads on CarsDirect.com:

Question: How long did it take the dealer to call you?

Takeaway: Almost 70% of customers who didn’t buy said it took longer than two hours to be contacted by a dealer. Time is more crucial than ever when it comes to responding to online leads.

Question: How easy was it to get a price?

Takeaway: A huge majority of customers who bought said it was easy to get a price from a dealer. If you’re not being upfront and open about pricing to online prospects from the beginning, you’re losing sales.

Question: If you hadn’t used our website, how likely is it that you would have visited this dealership?

Takeaway: More than 60% of customers who bought from a dealership would not have gone there if they did not submit a lead online. Third-party websites continue to have tremendous impact in driving new customers to your store.

The above is but a small sample of the lessons to be learned from the latest CarsDirect customer survey. Todd Dearborn will cover this latest survey data in great detail at the upcoming Internet Sales 20 Group in Los Angeles. See below for a special offer on attendance at this exclusive event.