ActivTarget

CASE STUDY

How ActivEngage’s behavioral offers and incentives software affected lead conversion across a large dealer group.

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The Challenge

2020 has been a tough year for in-person interactions. For the automotive industry, which relies heavily on interpersonal connections, social distancing measures struck quite a blow. One family of dealerships in PA had an especially challenging time, given how strict lockdowns were put in place early in the year. On April 20, 2020, the Governor of Pennsylvania re-allowed vehicle sales under certain conditions:
“Online vehicle sales are authorized to commence statewide in accordance with Governor Wolf’s guidance...Following online communication with customers, the dealer and customer should schedule an appointment for one customer at a time to pick up the purchased vehicle and drop off any trade-in. The vehicle handoff should be limited to the least number of people required to complete the transaction. Dealers may also schedule a drop off at the buyer’s location.”

The Idea

More quality leads would mean more appointments. Setting appointments would help keep dealerships open while following distancing procedures as required by the Governor of Pennsylvania. But, due to growing uncertainty and confusion around social distancing restrictions, it was easier said than done. The dealership group needed to target web shoppers with the right message at the right moment.

The Solution

With the help of ActivEngage, the group launched an ActivTarget campaign to incentivize website visitors to fill out an online form. It took on a few variations across the chain's different location sites, but the underlying principle was the same.
Visitors were asked to leave their name, number, and email address in return for an exclusive offer of $250 off their vehicle purchase. This enabled dealer representatives to contact these engaged online leads by phone and email, following up with them in the hopes of scheduling an appointment.

 So, how could this well-known dealership group generate online leads that turned into revenue for its stores during an unprecedented pandemic? Let's find out!

 So, how could this well-known dealership group generate online leads that turned into revenue for its stores during an unprecedented pandemic? Let's find out!

The Impact

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When ActivTarget was displayed on all pages after a visitor’s return, the average sales lead rate increased by an average of 114% across ten different websites.
The group’s remaining six sites took a slightly different approach: the ActivTarget appeared after a set time. Scheduled to appear after one-, two-, or five-minute intervals, the timed offer displayed the same deal: $250 toward their next vehicle purchase. This campaign generated an even more significant lead engagement increase, with a net gain of 220% over previous results.
Combined, the return visitor and timed targeted offers increased lead generation by 167%, averaged across all 16 websites.
And, after just 90 days, one store saw the following results:
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ActivTarget Leads generated in 90 days

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Appointments of which 86% showed at the dealership

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of leads closed and turned into actual sales

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That’s truly powerful online dealership lead engagement!

The Impact

Deployment A

The Offer

Claim your $250 Off any vehicle now!

Deployment Settings

Display on website return
(All Pages)

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Return visit only

Average Lead Volume Increase

0%

The Impact

Deployment B

The Offer

Claim your $250 Off any vehicle now!

Deployment Settings

Display after X Minutes
(All Pages)

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Time displayed only

Average Lead Volume Increase

0%
Multiple examples of ActivTarget offers and styles

See it for yourself.

If you need a boost for your dealership’s online sales, service, and customer satisfaction channels, contact ActivEngage!

Let's Talk!