the Fast 50

THE SECRETS
OF THE FAST 50
The Fast 50 are the top 50 dealers
nationwide ranked by inventory turn
rate versus the national average for
the same brand.
To qualify as a Fast 50 dealer, a dealership must have
had a relationship with LotLinx for no less than 30 days.
They’re making sure that cars spend less time on their lots.
NATIONAL AVERAGE D.O.L.*
FAST 50 DAYS ON LOT (D.O.L.)*
24
22
92
18
22
23
85
27
83
57
31
93
84
24
26
28
93
67
37
100
95
13
33
73
32
19
92
17
57
54
29
73
* Statistics apply to new cars only
FAST 50
More of their cars are getting VDP views and
fewer are being orphaned.
9%
AVERAGE DEALER
30+ VDP
views
77%
14%
60
32%
1-30 VDP
views
9%
0 VDP
views
%
30+ VDP
views
1-30 VDP
views
0 VDP
views
The Fast 50 are running digital programs that ensure that potential buyers are directed to VDPs of cars that match
their search criteria. At the same time, the Fast 50 are leaving fewer cars unsupported.*
* Data based on a typical Fast 50 dealer and a non-Fast 50 dealer, 12/1/15 to 12/31/15.
They’re reducing their carrying costs and increasing
their competitiveness.
2016 Honda Accord LX
FAST 50
MSRP: $23,840
Invoice: ($22,043)
Holdback: $459
Carrying Cost: $0*
24
D.O.L.
2016 Honda Accord LX
NATIONAL
AVERAGE
GROSS MARGIN:
67
D.O.L.
MSRP: $23,840
Invoice ($22,043)
Holdback: $459
Carrying Cost: $(962)*
2,256
$
GROSS MARGIN:
1,294
$
Because cars are leaving their lots more than 60% faster, the Fast 50 are making more money and putting it to good use.
* Carrying costs per day sourced from NADA Data: Industry Composite for 2014 Calendar Year; assumes 30-day grace period for floorpan
WHAT YOU CAN LEARN FROM THEIR SUCCESS.
1
Deeplink™ shoppers directly to your VDPs.
How many visits start on VDP?
Land Other
Page
Land
on VDP
%
9
Land Other
Page
%
91
Land
on VDP
%
17
%
83
Low
Performance
Dealer
High
Performance
Dealer
Shoppers want to learn more about cars they’re specifically interested in. The Fast 50
are almost twice as effective at linking shoppers directly to their VDPs, with 17% of
their site visitors landing on VDPs as opposed to only 9% of average dealers.
2
Set up advanced analytics to measure your
digital effectiveness.
Set up goal conversions and
event tracking in Google
Analytics. (We’ll help you do it
whether you’re a LotLinx
customer or not.) You’ll gain
deep insight into what sources
are producing the best results
for you.
3
If you have a VDP view distribution problem, address it.
Target your digital spending to give underperforming vehicles more exposure by increasing
the number of VDP views they attract. A good rule of thumb is to generate 30 VDP views
per VIN in a 30-day period. Studies show this is what it takes to move a car.
Unfortunately, this is how VDP views are commonly distributed:
VIN RANKING
% OF VDP VIEWS
TOP QUARTILE
78.8%
SECOND QUARTILE
13.8%
THIRD QUARTILE
4.9%
BOTTOM QUARTILE
2.5%
Source: LotLinx data on hundreds of dealers nationwide 9/1/15-11/30/15
4
Target those VINs that are underexposed or orphaned.
Needless to say, you’re not in business to just sell the top quartile of your VINs. Instead of buying what we call
“landslides” on a few of them, promote those cars that need help. Run VIN by VIN campaigns to optimize the
sale of all the cars on your lot.
5
Shift your digital spend towards traffic sources attracting
the greatest number of high engagement shoppers.
Your lowest funnel shoppers are the most serious buyers, and that will reflect in their level of
engagement with your VDPs. Identify the digital sources delivering you the most engaged shoppers
and shift your spending towards them.
Want to follow the lead of the Fast 50?
Contact LotLinx. We’ll work with you to identify the gaps
in your VDP views, and we’ll help you fill them. We’ll also
help you set up advanced analytics in Google Analytics.
Visit lotlinx.com/demo-page or call 1 800 625 LINX.