Over the past few years, GMC has ranked average in terms of converting visitors to its website into paying customers. With that in mind, Big Red maintained this trend for 2024, rating as average in the most recent edition of Pied Piper’s study.
GMC was ranked 17th overall in the 2024 Pied Piper PSI Internet Lead Effectiveness Study – an annual analysis that measures how many sales leads are funneled to a particular brand’s retail storefronts through its website. Notably, GMC was given a score of 63 / 100, and was surrounded by BMW (63 / 100) and Mazda (63 / 100) at 16th and 18th, 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 – GMC only rose three points. 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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Comment
Well … if they graded like they do in scholastic terms they mostly all don’t have passing grades… unless you grade on a curve…