Cycle Shops Ranked for ‘Lead Effectiveness’

By Staff Writer May 04, 2021

Harley-Davidson dealerships ranked highest in the 2021 Pied Piper PSI Internet Lead Effectiveness Motorcycle/UTV Study. The study asked, “What happens when motorcycle or UTV customers visit a dealer website and inquire about a vehicle?” The Indian motorcycle brand was ranked second, followed by BMW and Polaris.

The study results show that dealers selling Harley-Davidson, Indian, BMW or Polaris sent an email or text answering a website customer’s question about 50% of the time on average. In 2019, the figure for the same dealers was only about 35% of the time. In contrast, Honda, Kawasaki, Triumph or Yamaha dealers sent an email or text answering a website customer’s question only about 30% of the time on average in both 2019 and 2021.

To complete the 2021 ILE study, Pied Piper submitted customer inquiries through the individual websites of 6,407 dealerships between July 2020 and March 2021, asking a question about a vehicle in inventory, and providing a customer name, email address and local telephone number. Pied Piper then evaluated how the dealerships responded by email, telephone and text message over the next 24 hours.

“Dealers who consistently respond to web customers by both email and phone within 60 minutes sell 50% more units on average to the same quantity of web customers than dealers who typically fail to respond within 24 hours,” said Fran O’Hagan, president and CEO of Pied Piper.

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Last modified on Tuesday, 04 May 2021 13:13