Over the course of past few years, Chevy has generally ranked right around average in terms of converting visitors to its website into paying customers. That being said, the Bow Tie brand fell below this mark in 2024, coming in below average in the most recent rendition of Pied Piper’s study.
Chevy was ranked 30th overall in the 2024 Pied Piper PSI Internet Lead Effectiveness Study – an annual analysis that measures how dealerships respond to sales leads sent through their website. Notably, the Bow Tie brand was given a score of 59 / 100, and was surrounded by Buick (59 / 100) and Lincoln (59 / 100) at 29th and 31st, respectively.
While there were six brands that improved their score by more than six points from last year’s study – including Dodge, Genesis, Honda, Kia, and Infiniti – Chevy was one of seven brands that saw its performance decline, joining ranks with Cadillac. Interestingly, the industry average score of 62 / 100 is the highest average score in the 14 years that Pied Piper has tracked dealer response to website customer inquiries.
“Top performing dealerships reach out to a customer using multiple paths, then when the customer responds, they follow-up using the same path chosen by the customer,” Pied Piper CEO Fran O’Hagan remarked. “Otherwise too many customers are missed since they don’t see emails or texts, or don’t answer phone calls. 2024 is a more challenging business environment for car dealers, and many have responded by improving their interaction with online customers.”
In order to conduct this study, Pied Piper submitted mystery-shopper customer inquiries through the individual websites of 3,957 dealerships, asked specific questions about vehicles in dealer inventory, and provided a customer name, email address and local telephone number. From there, the analytics company evaluated how the dealerships responded by email, telephone, and text message over a 24-hour timespan.
It’s worth noting that Internet Lead Effectiveness evaluations combine more than 20 measurements to generate a score that ranges from zero to 100. In the 2024 edition of this study, 34 percent of automotive dealerships scored above 80, indicating a quick and thorough response, while 21 percent of dealers scored below 40, demonstrating a failure to personally respond to their website customers.
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Comments
Unfortunately, 90% of the leads coming from Chevrolet are bogus. No response by phone or email from the potential customer. How do you convert someone with no dialogue?
What is this a Consumer Reports sponsored poll?
“ Pied Piper PSI Internet Lead Effectiveness Study”.
Sounds like a dating app feedback survey……
Have no idea what any of this means, very confusing article.