Fiat Chrysler Auto Group Test

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Background Information

Since 2012 Automark Solutions LLC has been optimizing auto dealer websites for lead generation utilizing a series of plug-in conversion tools. During this time however, FCA dealers were unable to utilize these tools on approved Dealer.com websites because Automark was not an approved vendor/partner. In July of 2015 FCA Digital approved a test designed to validate, or disprove, the ability of Automark's plug-in converters to improve visitor-to-lead conversion rates on the FCAD website platform. The study was conducted during the fourth quarter of 2015 (Oct. 1- Dec 31) and included five (5) FCA dealers located in three (3) different business centers. This case study summarizes the results of that test.

Purpose

The objective of the pilot program was to validate, or disprove, the ability of Automark Solutions' converters to increase the quantity of new vehicle leads generated from the existing FCA Dealer.com website platform without compromising on the quality (Close Rate) of those leads.

Quantity- If successful, the test would provide empirical evidence that Automark Solutions' converters could deliver incremental leads from existing FCA Dealer.com websites.

Quality- If successful, the test would provide empirical evidence that Automark Solutions' converters could deliver incremental lead volume which purchased at similar rates as the existing FCA Dealer.com websites.

Analysis Data

Automark Solutions provided copies of every lead generated from its converters to FCA Digital. Each record included: first and last name, phone number, email address, zip code and converter used to generate the lead.

FCA Digital was able to successfully match 645 New Vehicle leads generated during the test period to 490 unique consumer households and cross-reference those against reported sales. This process allowed them to conclusively determine the Close Rate.

Methodology

Automark Solutions provided Dealer.com the script codes necessary to have the following converters added to the existing website platform.

AUTOMATED SPECIALS: Daily Deals, Finance Specials, Lease Special

Automatically applies dealer-defined business rules, OEM incentives, money-factors and residual values to calculate; selling price, finance & lease payments on 100% of new vehicle inventory. The application then selects and displays a unit for each model featuring the most attractive offer.

TRADE APPRAISAL TOOL

Provides the ability to generate an estimated trade-in value and pay-off balance as well as a dealer-defined incentive to schedule an appointment for an onsite evaluation.

INSTANT PRICE QUOTE

Provides the ability to request and receive personalized, detailed, professional-looking price quotes on any new or pre-owned vehicle in inventory within seconds of providing accurate contact information, 24x7x365.

INSTANT LEASE QUOTE

Provides the ability to request and receive personalized, detailed, professional-looking lease quotes on any new vehicle in inventory within seconds of providing accurate contact information, 24x7x365.

RESULTS

Lead Quantity. Data provided by FCA Digital reflected a 115% year-over-year increase in total internet lead volume. 68% of the total number of leads generated were the direct result of an Automark converter

Lead Quantity. Analysis of the lead data revealed that the overwhelming majority of all of the leads generated by Automark's converters where new vehicle inquiries.

Lead Quantity. Analysis of the new vehicle lead data revealed that 91% of all of the new vehicle leads generated by Automark's converters involved the desire for instant, hassle-free pricing information.

Lead Quality. Data provided by FCA Digital indicated that 24% of the new vehicle leads generated by Automark's converters had purchased a new vehicle from the dealer where they had submitted the lead.

Lead Quality. Data provided by FCA Digital indicated that an additional 85 new vehicle units were sold reflecting a 78% year-over-year increase. 61% of the new vehicle sales generated during the test period were the direct result of a lead from Automark's converters. It would be fair to note that FCA's year-over-year sales increase during the same period was 10%.

Conclusions: Based on the empirical and anecdotal evidence derived from the test, it's fair to conclude that implementation of Automark's converters across FCAs digital platform by FCA's dealer community would enhance the consumer experience and deliver incremental internet sales.