Calltracks used car sales case study in association with ExchangeandMart.co.uk

Calltracks used car sales
case study in association with
ExchangeandMart.co.uk
By advertising car stock on motoring classified websites, car dealers expect a good level of
calls from people who visit these sites. However according to Calltracks, an independent
third party call tracking company, the quality of calls should be the main focus rather than
just quantity.
Calltracks offer highly sophisticated call tracking solutions to the motor industry, enabling
dealers to identify the number of calls generated by advertising source, how many unique
callers there were, and out of those calls, how many new enquiries were generated (i.e. isn’t
already on the dealer’s database), and to track these calls through to sale and even profit
margin.
With this comprehensive end-to-end data being gathered, Calltracks are uniquely placed to
offer very powerful impartial information on the true performance of the leading motoring
classified websites or indeed any other marketing channel using a phone number response.
Looking at the aggregated data for the months of August and September 2012 combined,
Calltracks divided the total number of calls across 9 franchise dealer groups by the total
number of actual sales generated, and split this for each of the motoring classified websites
being tracked. Their results were quite revealing:
Classified Website
AutoTrader.co.uk
ExchangeandMart.co.uk
VCARS.co.uk
TrustedDealers.co.uk
PistonHeads.com
Motors.co.uk
Total
Calls-to-Conversion
Ratio
7.1%
4.8%
7.7%
3.1%
5.7%
0.5%
Car Servicing
Calls-to-Conversion
Ratio
3.0%
2.4%
5.4%
2.2%
5.7%
0.5%
Car Sales
Calls-to-Conversion
Ratio
4.2%
2.4%
2.3%
0.9%
0.0%
0.0%
Source:
Calltracks Limited 22/10/12 based on call data from a sample of 9 used car franchise dealer groups. Each website listed
above featured used car adverts from 3 or more of the 9 dealer groups.
Calltracks noted that many calls generated overall weren’t made by people looking to buy a
car, but instead to book a service. This can often take up the valuable time of the sales team
who have to divert the call to the relevant department. ExchangeandMart.co.uk’s charging
model is based purely on car sales, so any service calls generated are not charged for.
Audience Profile
However, the most useful insight was the calls-to-conversion ratio for actual car sales.
The figures showed that of the sites analysed, AutoTrader.co.uk generated the highest
proportion of calls which converted to an actual car sale. ExchangeandMart.co.uk
was the second most effective website with VCARS.co.uk rounding off the top three. It’s
worth bearing in mind that the conversion ratio should be viewed in relation to the cost of
advertising.
Cost effective advertising
for maximum response
Traffic
with
advertising
budgets
tight
carsite
dealers need to know that the money
Q OverIn2conclusion,
million unique
users
each quarter
on the
main
they
do
spend
is
spent
in
the
most
effective
way
Q Reach of 4.3 million monthly unique users through our to generate car sales. The data suggests
†
that careful
consideration
needs to be made when choosing who to advertise with.
partnership
network
Some sites generate a good volume of calls, but these can often be time-consuming
calls rather than from people looking to buy cars. Dealers
should therefore focus
*
Ageservice
Income*
their advertising resources on sites which generate actual car sales.
Percentage of users
Age
Household
Income
Percentage of users
Total
Internet
Exchange
and Mart
Auto
Trader
Motors.
co.uk
eBay
Motors
Under £10K
10.3
4.4
9.8
9.5
10.2
22.1
£10K-£24,999
21.1
22.7
19.4
21.3
26.0
17.9
£25K-£34,999
15.2
17.3
15.8
21.6
20.9
21.5
19.1
25.4
17.9
19.5
31.8
36.5
29.6
29.8
23.4
Total
Internet
Exchange
and Mart
Auto
Trader
Motors.
co.uk
eBay
Motors
Under 24
29.2
18.8
22.8
22.7
15.6
25-34
17.7
18.1
23.6
15.1
35-44
17.5
22.0
21.6
28.5
45-54
16.5
16.5
16.7
17.3
22.1
£35K-£49,999
55+
19.1
24.6
15.3
16.4
22.3
£50K or more
63% of our users are over 35 years old.
This age group has the highest earning power and the
strongest buying confidence.
Social Profile*
Compared with other leading car buying and selling
websites, and the internet as a whole, Exchange and
Mart has the highest percentage of users with the
highest disposable income – money that could be
spent on your products.
Percentage of users
Social
Total
Exchange
Auto
Motors.
eBay
Grade About
www.Calltracks.com
InternetCalltracks
and Mart - Trader
co.uk
Motors
A/B
C1
C2
D/E
Calltracks
is36.4
an industry
analytics company who provide a selection of call
29.6
33.7 leading
33.6 data
27.0
analytics
tools
for
the
motor
industry.
Offering
a 360 degree perspective on call and sales
28.1
30.2
26.4
25.7
25.3
activities,
Calltracks
help motor
dealers
to better understand the effectiveness of their
18.6
17.2
19.8
19.6
20.7
advertising and to maximise the conversion of sales leads, giving a far more accurate
23.6
16.2
20.1
21.0
27.0
picture of where the marketing budget should be spent.
Our visitors are predominantly from the social groups A, B
or C1 (67%).
These
are the people
you want
to be talking
About
Exchange
and Mart
- www.ExchangeandMart.co.uk
to – genuine
buyers
with
the
capability
to
buy
Exchange and Mart is one of the from
UK’syou.
best loved classified brands, and has been helping
individuals and businesses to buy and sell for over 140 years. Today it is exclusively
anhousehold
% of visitors’
online classified
their
income
over £35k
Growing
All Thewebsite
Timewith a monthly reach of 4.3 million unique visitors across
partner
network.
of 33%
the Vehicle
Safe Trading
Advisory
Group and Mart
Exchange
The number
of visitors
to our As
siteais founding
growing allmember
the time: up
since October
2010,
industry
forum created
to combat
related
fraud, Exchange and Mart*
thanks to(VSTAG),
sustainedan
marketing
campaigns,
and a fully
optimisedvehicle
site to ensure
maximum
traffic from
search engines.
is committed
to setting the standard for secure online trading.
Auto Trader – 55%
ExchangeandMart.co.uk is one of the UK’s most respected automotive buying and selling
Motors.co.uk – 48%
websites, building on an unrivalled brand heritage spanning over 140 years.
eBay Motors – 43%
We also power Newsquest Media Group’s 144 regional motoring websites and s1cars.com
Total Internet – 53%
in Scotland, combining local penetration with comprehensive national reach.
56%
For an
solution
designed
your business,
Get
in advertising
touch with one
of our
team offor
experts
today.
callus
uson
on0845
0845313
313 9413
9413 or
Call
or e-mail
e-mail
trade.sales@ExchangeandMart.co.uk
*Source: comScore, November 2011. comScore is a global leader in online audience measurement and the preferred source of digital marketing intelligence in the industry.
† Reach of Exchange and Mart’s partnership network, verified by comScore.