Dealers can make better use of tools like live chat, online finance calculators and integrated credit checking to help boost the quality of leads generated by their websites.
That’s the view of motor technology specialist iVendi which said dealers should be working to improve the quality of customer leads generated from websites.
iVendi director James Tew said: “You could generate hundreds of thousands of visits but few could be serious, or you could be selling very few cars from online leads but only because you sales team is poor at converting.
“There is only one sensible way of measuring the success of a web site and that is to work out how many serious leads that it generates, ones that you believe you have a good chance of turning into sales.
“There are a range of newer tools that can help here – from live chat to online finance calculators and now integrated credit checking – and these will gradually bring the customer closer to the all-important step of giving you their name and contact details.”