Where push comes to shove The multi-channel digital customer - - PowerPoint PPT Presentation
[ Where push comes to shove The multi-channel digital customer journey Sophus3 I Todays Analysis Delight! 1. Dealer eDX 2. Multi Channel Customer Journey Analysis Scope of Study UK Visitor Traffic 5 Dealer Groups 30
“Where push comes to shove” The multi-channel digital customer journey
www.sophus3.com
Scope of Study
www.sophus3.com
60K 665K
Visits per Month Average Dwell T. Bounce Rate
34%
Pages per Visit
41% 6 2 4 Min 27 3 Min 50
What t are the main in Secti tions
st?
Used Vehicles New Vehicles Service & Repair Finance Motability Contact US Dealer Locator Book a Service
50% 30% 4% 3% 4% 11% 2% 1.7% 0.3%
Book a Test Drive
51% 1% 4% 21% 4%
Deskt ktop Mobil ile Tablet let
51% 29% 17%
Whic ich h Devic ice are your visitor tors using? ng?
48% 31% 20% Dealer Sites Auto Brand Sites
www.sophus3.com
40%
Returning Visitors
+15%
Dwell Time
+23%
Pages Per Visit
Direct Search Other
32% 48% 20% Direct Search Other 16% 50% 34%
From m where are your visitors
ng from?
Dealers Brands
29%
Returning Visitors
+32%
Dwell Time
+19%
Pages Per Visit
Return rnin ing g Visitors rs engage more! Dealers Brands
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Dealer lers
Monday and Friday …just before and after the weekend
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Brands nds
Saturday and Sunday …Weekend
Dealers vs. OEMs – Traffic throughout the week
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20000 40000 60000 80000 100000 120000 5000 10000 15000 20000 25000 0h 1h 2h 3h 4h 5h 6h 7h 8h 9h 10h 11h 12h 13h 14h 15h 16h 17h 18h 19h 20h 21h 22h 23h Visits
Dealers Brands
100,000 150,000 200,000 250,000
10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 0h 1h 2h 3h 4h 5h 6h 7h 8h 9h 10h 11h 12h 13h 14h 15h 16h 17h 18h 19h 20h 21h 22h 23h
Visits
Page Views
Anonymous Digital Match Sophus3 Data Warehouse
OEMs Automotive Digital Publishers Dealer Groups
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Auto brands AutoExpress Dealers
A B C D
A - Average % of franchised dealer’s visitor traffic that also visited franchise brand website
19% 8%
B - Average % of auto brand traffic that also visits AutoExpress
7%
C - Average % of dealer traffic that also visits AutoExpress D - Average % of dealer traffic that visits
2% %
Customer Journey Analysis
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17% Ford visits and top 5 online competitors relative to Ford 13% 9% 7% 6% % of Visitors who return: 20%
14% 9% 8% 8% 7% 14% Ford Dealers
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8 11 14 17 20 23 26 29 32 35 38 41 44 47 50 53 56
Brand visit first Brand visit first Publisher visit first Dealer visit first
Where does the car buyer visit first?
80%
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0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 Share of Traffic Share of Engaged Traffic
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A B C D
Average % of returning visitors to auto brand site
65%
Average % probability increase that the returning auto brand visitor will complete a contact form
160%
Average % probability increase that the returning auto brand visitor will complete a contact form after visiting another brand site Average % probability increase that the returning auto brand visitor will complete a contact form after visiting a publisher site
210% 29% 29% 40% 40%
Average % of returning visitors to dealer
23% 23%
Average % increase in engagement
180% 180%
Average % increase in engagement
visiting brand and publisher site
100% 100%
Average % increase in engagement
visiting brand site
Brand Engagement Dealer Engagement
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Some interesting facts that might be useful!
likely to be interested in buying a car
See you soon!
www.sophus3.com
Marcus Hodgkinson
@: marcus.hodgkinson@sophus3.com