With open access to information and widespread adoption of mobile technology, most car shoppers never actually generate a lead – they don’t need to. Even those who do don’t always convert. Still, many dealerships remain focused almost entirely on email leads.
But this shift in consumer behavior doesn’t mean that shoppers are any less serious. Sales are up, and consumers are connecting in ways that are often faster and more focused than sending a traditional email lead. So much so, Dataium reports less than two percent of dealer website visitors convert to an email lead, on average. By monitoring and optimizing for new activities like chats and map views, you can be prepared for consumers the minute they step on the lot.
To learn more about how lead conversion and customer follow-up processes have been affected by new shopper trends, check out our ebook The 7 Digital Sins of Attribution.