A look at traffic shows that Toyota was consistently ahead of Chevrolet in the number of people visiting their site until the October Malibu launch. The heavy marketing push for Malibu drove traffic increases of 30% and more and Chevrolet.com exceeded 2 million unique visitors for three months in a row, until January, when Toyota reversed a downtrend and again surpassed Chevy.
What does this mean?
People visiting the Chevrolet site are 37% less likely to visit one of the four key online shopping tools than the Toyota site visitors.
Why is that important?
Compete data shows that those who purchased a vehicle were twice as likely to use a shopping tool on an OEM site.
What is causing the difference?
In a complex industry like automobiles there are a myriad of forces at work that contribute to the online behavior of consumers researching and shopping for cars. Some of the suspects are: the source of traffic, overall marketing efforts, website construction and navigation, consumer targeting, and of course the brand and product preferences of consumers.
Jackie is a marketing consultant for Compete with over 10 years client service and consulting experience in automotive, travel and youth marketing. Jackie holds a Master’s from Northwestern University in Integrated Marketing Communications and has been part of the Compete team for longer than she can remember. When she isn’t writing for Compete, Jackie spends her time running around after her kids, sampling organic wines and pondering life’s questions like…’can I throw this away without anyone noticing?’ You can connect with Jackie on LinkedIn or Twitter.