Cadillac Ranks Second In 2022 Pied Piper Internet Lead Effectiveness
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General Motors’ luxury brand Cadillac is doing a great job at converting visitors to its website into paying customers.
Cadillac was ranked second overall in the 2022 Pied Piper PSI Internet Lead Effectiveness (ILE) Study – an annual analysis that measures how many sales leads are funnelled to a particular brand’s retail storefronts through its website.
To conduct this study, Pied Piper, a retail research firm that uses mystery shoppers to conduct studies, submitted mystery-shopper customer inquiries through the individual websites of 3,628 dealerships, asking a specific question about a vehicle in their inventory, and providing a customer name, email address and a local telephone number. The company then evaluated how the dealerships responded by email, telephone and text message over the next 24 hours.
Via Pied Piper
Cadillac received an ILE score of 67 out of a possible 100 points in this analysis, placing it second overall – just behind Nissan-owned luxury brand Infiniti. Cadillac arch rival Lexus was just behind it in third with a score of 63. Pied Piper says the ILE scores are based on twenty different measurements related to the dealership’s response time, how thought out and helpful their response was and how often they responded to various inquiries.
Out of the 3,628 dealerships that Pied Piper contacted for this study, 218 (about one in twenty) failed to respond in any way to their inquiry. Despite the fact the company’s inquiries are made by real humans and not generated by bots, many dealerships automatically funnelled their messages into the spam folder due to overly strict filters, while others simply failed to respond. Emails landing in a customer’s junk mail folder happened more than 25 percent of the time from Alfa Romeo, Fiat, and Mitsubishi dealers.
Cadillac dealers are doing particularly well at answering customer messages quickly. A Cadillac dealer responded to Pied Piper’s request within the first 30 minutes more than 50 percent of the time, whether the inquiry was made via email or text. This is important, as phone inquiries are fading in favor of text/email inquiries, serving as a quicker and more direct line of communication between dealers and its customers.
While not referenced by Pied Piper, Cadillac Live, the automaker’s online car shopping service, is also helping to convert visitors to its website into paying customers. Cadillac Live allows users to book a remote, virtual session with a Cadillac rep, who can show them around the vehicles in the Cadillac Live studio, answer their questions and connect them with a local dealership.
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