chat to show

AutoUSA Dealers Performance using ShowPro

AutoUSA Performance Infographic
AutoUSA Performance Infographic

After all the amazing feedback we received around our latest Purchase Analysis Report, you know - the one we published last week that drilled down on the performance dealers using HookLogic on their Dealer.com websites, it only made sense to continue on by comparing and calculating additional/other groups of dealer clients utilizing our Web2Show and Lead2Show products.

Some of you may know that early on we built a product called ShowPro for AutoUSA. ShowPro is based on our existing Web2Show and Lead2Show products. The included Purchase Analysis Report was originally put together for AutoUSA and HookLogic internal performance meetings, but we figured why keep all this great performance data and results to ourselves?

Lets get to the good stuff…

The results in the below AutoUSA Purchase Analysis Report could potentially have you re-thinking your current position on 3rd Party Lead acquisition.

Too often, industry consultants and online marketing/Internet sales managers are quick to dismiss the potential and performance of new vehicle 3rd party leads. A majority of the time dealers only measure the closing ratio of their leads, while missing out on measuring the Show rate of their leads – that’s an article for a other time.

Before we get too far, allow me to clarify how I view what a 3rd Party Lead is. 

To me, a 3rd Party Lead is a lead that is NOT associated to a particular vehicle in your inventory (new or used). It’s a new vehicle lead you purchase through a new car lead aggregator such as AutoUSA, Dealix or AutoBytel.

These leads typically derive from a “get your price quote” or  “configure your next vehicle” call-to-action, where a customer chooses or configures a new vehicle of their choice on a vehicle information website like Edmunds.com, TrueCar, AOL Autos, or one of the other million websites designed to capture "in-market" leads.

Click here for more specifics around my views and opinions of a 3rd Party lead vs vehicle classified leads.

Al-l-l-right – that’s enough talk around the difference in 3rd party leads. In the end, we just need to get more of your leads to show up at your dealership.

Getting back to this AutoUSA Purchase Analysis Report; starting from the top, you see “Leads Generated“. During the months of  1/1/13 – 6/30/13AutoUSA ShowPro generated 20,990 leads for their dealerships clients.

Of the 20,990 incentivized vehicle shoppers, 5,985 customers walked into a participating AutoUSA ShowPro dealership during this time frame to test drive a vehicle after engaging with ShowPro.

Of the total amount of leads submitted or engaged, 1 in 3 showed up at the dealership for a 29% Lead to Show Rate. Considering the average national lead to show rate is around 17%, this is outstanding!

Now lets get to the SALES Data.

Of the 5,985 that were incentivized and that walked into this group of 119 dealers for a test drive, 58% purchased a Vehicle.  

Let’s agree, HookLogic / ShowPro nor any other marketing / lead generating feature has a direct correspondence to how well your sales floor can close deals. However let’s consider this - J.D. Power studies show that consumers are visiting LESS than 2 dealerships before purchase. That equates to a 50% show to close ratio on average by default.

This group of dealers are closing incentivized ShowProshowroom ups at 58% with an overall lead closing ratio of 16%.

Are you tracking your dealers Lead to Show Rate?Without shows, there's no test drives, no writes up and no opportunity for sales.

As I have pointed out before, most dealers  do a good job at closing the customer once they show. What dealers need to be measuring is the customer Lead to Show rate.

Whether it's from a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Lead2Show or AutoUSA ShowPro – if you can get more in-market shoppers to Show Up at your dealership, you get more opportunities to make more sales. 

How to Turn Chat Conversations into Qualified Test Drives


Chat is proving to be one of the more effective ways to convert website visitors into qualified buying prospects. For auto dealers, automotive chat is a tool that can be leveraged internally and externally to produce a certain desired result. But what exactly is a that result? Is it to produce a lead? And what is a lead really?

Is it a person’s contact info or is it a person interested in buying a vehicle soon that has agreed to communicate with you in some form or fashion?

How to define a lead is tricky, but having a qualified buyer appear in your showroom is not. 

With ActivEngage’s new partnership with HookLogic, auto dealers will very soon have a tool for incenting qualified car buyers in online chat conversations on a dealer’s website to come in for a test drive and meet with one of your sales associates.

This is just one of several ways that ActivEngage will be able to utilize HookLogic’s innovative reward incentive programs in their managed chat conversations for auto dealers.

And later this week on Friday May 18, ActivEngage, National Sales Director Ralph Eberson will be on stage with HookLogic as part of our AutoHook Advanced User Webinar series. In this live event, Ralph will discuss the benefits of managed chat for auto dealers and how integrating with HookLogic enables ActivEngage to bring yet one more cutting edge tool into the mix for its dealership community.

About Ralph Ebersole

Ralph Ebersole - ActivEngage
Ralph Ebersole - ActivEngage

Ralph D. Ebersole is a Regional Director of Sales for ActivEngage. A recognized Automotive Digital thought leader, he brings more than 30 years of automotive industry experience, consulting and training expertise. In markets across the country, Ebersole has also consulted in-dealership with thousands of sales representatives to optimize traffic and drive more sales. Visit Ralph on LinkedIn.

Live Event

Join us this Friday at 11:30 AM ETD for a live GoToMeeting Webinar event hosted by Ryan Gerardi of HookLogic with Guest Presenter Ralph Eberson from ActivEngage.

Register Now: https://www3.gotomeeting.com/register/417484190

There is no cost or obligation to attend this webinar. Your information will be shared with HookLogic and with ActivEngage when you register for this webinar.