Measuring True Buyer Engagement in Online Car Sales
One common query among dealers is distinguishing genuine online traffic from fake. Shean Kirin provides a simple metric to understand the nature of web traffic. According to him, “Real traffic comes back, period.” This statement is based on the observation that human buyers generally do not make hasty decisions, especially regarding significant investments like buying a vehicle, which can range from $10,000 to $65,000.
Kirin’s point is that repeated visits are a good indicator of genuine interest. Prospective buyers often take their time, returning to websites multiple times as they weigh their options before making a purchase decision. This behavior is in contrast to one-time visits that may not always indicate serious intent. Understanding this pattern is essential for dealerships to analyze the effectiveness of their online presence and marketing strategies. By focusing on strategies encouraging return visits, dealerships can better target and engage serious buyers, resulting in higher conversion rates.
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