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Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
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Big Tom LaPointe

Big Tom LaPointe Digital Marketing Consultant

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Has chat really jumped 75% in two years?

f0fe7fd982a69ee6a3f8e8f5e60a96a6.jpg?t=1The number of car dealers with live chat software on their websites has jumped dramatically in the past couple of years.

According to dealermarketshare.com, about 37% of the 34k dealer websites had code from a chat provider, up more than 75% over 24 months. This increase can be attributed to many factors, including greater consumer acceptance, word of mouth at dealer meetings and conferences, more aggressive marketing by chat providers, and a growing number of providers joining the market. (see full graphic at http://www.carchat24.com/blog/automotive-business-news/live-chat-auto-dealer-websites-skyrockets-sold-units-still-primary-measure/ )

Quality of service provided through chat is critical, but dealers also want to choose a vendor based on how well the chat product helps close car deals – and there is a significant difference in performance. So how do dealers know which provider to choose?

There are several ways to perform due diligence. These include:

  • Discussion and vendor review websites, such as DrivingSales.com
  • References from dealer 20 groups
  • Empirical research from independent analytics companies, such as C-4 Analytics

Regardless of the reasons for the growth of chat, as more Millennials and Gen Y buyers shop for cars, the number of website visitors who prefer to chat over a phone call or filling out a form is sure to rise.

The biggest question dealers have to ask is whether they want chat to have a cool way to communicate with shoppers and land an occasional deal, or use it as a valid lead channel that helps sell more cars. The decision can make an annual profit difference in the tens of thousands of dollars.

But one thing for sure is that dealers that don’t have chat yet are soon to be in the minority.

Francine Cipriano
Gubagoo will be at Driving Sales - come see us and we can take you thru our Smart Chat and show you how we can create 4 different lead types from your web traffic! Francine.Cipriano@Gubagoo.com
Big Tom LaPointe
Since we're posting shameless promotion on here now, I'm pretty sure ALL the major chat providers will be at DSES - I know we will have a strong presence there and look forward to meeting everyone and sharing the science behind our top-rated chat. tom.lapointe@carchat24.com

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