Capitalize on the Signals of Purchase Readiness
There’s a moment at the dealership when a shopper becomes an owner. It exists in the symbolic passing of keys, the ritual of a final signature, or the act of driving a vehicle to the lot. That moment is the goal for both shoppers and sellers, but how do we get there? It’s complicated. Attribution […]
Cars.com Continues to Innovate and Fuel Connections
Cars.com continues to innovate for the automotive industry. In recent months, we have made significant progress in developing innovative products and setting ourselves apart in the marketplace while our competitors have retreated. A New Vision for the Industry A big highlight – and one that will have long-lasting impact – is Cars.com reinventing the future […]
How Well Do You Know Your Walk-In Leads?
More than half of auto shoppers show up on the dealership lot without contacting the dealer ahead of time.[i] And walk-in shoppers convert within 72 hours — making them highly qualified leads.[ii] But not every walk-in lead shows up on the lot with the same mindset. Some are more ready to buy than others. To […]
September Cars.com On-the-Lot Report Predicts Hot Sellers
Which vehicles are getting the most views by shoppers on the lot? Which ones will turn the fastest? The Cars.com September On-the-Lot (OTL) Trend Report has all the answers. The monthly report provides insights concerning what makes and models that OTL shoppers are searching for while they are on your lot (via shoppers’ usage of […]
The 4Ps of Automotive Marketing: Price
Cars.com Moves the Pricing Conversation From “What” to “Why” As dealers know, there’s more to a vehicle’s price than a number on a sticker or on a VDP. To move the pricing conversation from what to why, Cars.com has rolled out badging across our Search Results Pages (SRPs) and Vehicle Details Pages (VDPs). Our goal […]
On-the-Lot Trend Report: Bonus Analysis of Pricing Tool Usage and Lot Visits
A primary goal for dealers is to drive more vehicle sales. A key component of generating sales is converting on-the-lot traffic. We know that walk-in leads are a valuable source of sales – with two-thirds of walk-ins making a purchase within 72 hours of their on-the-lot visit. As such, it is more important than ever […]
Cars.com Grows to Support Dealers, the Heart and Soul of the Auto Industry
Auto dealers are the heart and soul of the U.S. automotive industry, and Cars.com is transforming to help dealers thrive amidst constant change. That point was one of the themes of our second quarter earnings announcement, as articulated by our CEO Alex Vetter in our Q2 earnings conference call: “While many digital technology companies are […]
Last-Touch Attribution Misses the Impact of Cars.com
Last-touch attribution is a flawed approach to measuring the effectiveness of your marketing spend. In fact, shoppers navigate a complex journey from awareness to purchase, one that includes exposure to radio ads, display ads, OEM websites, content on third-party sites such as Cars.com, and many other sources. Dealers need to understand the impact of all […]
Decluttering Attribution Data: Interview with Clarivoy & Cars.com
Cars.com Senior Director of Data Strategy, Brian Archey, sits down with Clarivoy Founder & CEO, Steve White, to discuss how dealers can cut through the clutter when it comes to making their marketing spend go further.
New Cars.com Study Shows Dealers How to Win with Holiday Shoppers
With Tony D’Andrea, PhD During holiday weekends, mobile shoppers are highly motivated to find special offers, but dealerships are not necessarily aligning their mobile content with what shoppers want. That’s a key take-away from a Cars.com survey of in-market mobile shoppers at dealerships across the United States during the 2017 Memorial Day weekend. Cars.com surveyed […]
Is Google finally scrapping last-click?
Last-click attribution might be on its last mile – finally. On May 23, Google announced a new product, Google Attribution, that will help businesses more effectively measure how well their marketing investments across multiple customer touch points contribute to sales. “For the first time, Google Attribution makes it possible for every marketer to measure the […]
CPO and the Service Lane
Shoppers who’ve purchased from you are already service customers. They are more likely to use you when they have service needs. We know from our research that 49 percent of new vehicle buyers had prior service interaction at the dealership where they ultimately made their last purchase. ¹ Furthermore, 6 out of 10 customers that walk […]