Case Study: Auto Trader

How we help Auto Trader show car dealers their return on investment and drive increased sales.

The Problem

Auto Trader attracts 10 million unique visitors to its site every month, sixteen times the volume of its closest competitor. The Dealer Portal, used by 74% of the UK’s car dealers, is an essential component of the Auto Trader website, as it is the place where dealers go to advertise their stock and track the response to their adverts.

Auto Trader’s main value for car dealers is in the high volumes of phone and email leads its website delivers. This gives dealers of all sizes access to a much wider potential market. It is fundamental to Auto Trader’s business that these leads are measurable, and that the conversion rate for their customers is as high as possible.

However, Auto Trader did not have an effective way of showing its dealers how it was helping them turn casual browsers into serious buyers. It was difficult to show dealers just how many phone leads were delivered by the website. Furthermore, dealers would often miss calls whilst out on a test drive and find that the prospect was no longer interested by the time they got back to them. Most of their customers have only limited marketing budgets, so it is critical for Auto Trader to demonstrate optimal return on investment (ROI) for all advertising.

The Solution

storm® serves as the basis for Call Tracker™, the communications element of the Dealer Portal. Content Guru developed a bespoke interface for Auto Trader, providing them with an out-of-the-box solution that could be sold on to dealers as part of their service wrap.

Call Tracker gives dealers access to a set of tools for optimising lead conversion and campaign effectiveness. Missed call alerts by SMS and email help to ensure that dealers never miss a lead in a highly competitive environment. Call whisper also gives dealers information about incoming calls, helping them to tailor service to customers, and call recording assists with quality monitoring and training.

storm provides real-time and historical reporting, covering a wide range of metrics such as call duration, which dealer took the call, and call distribution by branch. Dealers can see which advertising channel (online or print, landline or mobile) has delivered the lead, and use visual mapping to see where the hotspots are. This helps dealers assess the performance of their advertising and sales agents, identifying areas for improvement and enabling them to allocate budget for maximum effect.

The Problem

Auto Trader attracts 10 million unique visitors to its site every month, sixteen times the volume of its closest competitor. The Dealer Portal, used by 74% of the UK’s car dealers, is an essential component of the Auto Trader website, as it is the place where dealers go to advertise their stock and track the response to their adverts.

Auto Trader’s main value for car dealers is in the high volumes of phone and email leads its website delivers. This gives dealers of all sizes access to a much wider potential market. It is fundamental to Auto Trader’s business that these leads are measurable, and that the conversion rate for their customers is as high as possible.

However, Auto Trader did not have an effective way of showing its dealers how it was helping them turn casual browsers into serious buyers. It was difficult to show dealers just how many phone leads were delivered by the website. Furthermore, dealers would often miss calls whilst out on a test drive and find that the prospect was no longer interested by the time they got back to them. Most of their customers have only limited marketing budgets, so it is critical for Auto Trader to demonstrate optimal return on investment (ROI) for all advertising.

The Solution

storm® serves as the basis for Call Tracker™, the communications element of the Dealer Portal. Content Guru developed a bespoke interface for Auto Trader, providing them with an out-of-the-box solution that could be sold on to dealers as part of their service wrap.

Call Tracker gives dealers access to a set of tools for optimising lead conversion and campaign effectiveness. Missed call alerts by SMS and email help to ensure that dealers never miss a lead in a highly competitive environment. Call whisper also gives dealers information about incoming calls, helping them to tailor service to customers, and call recording assists with quality monitoring and training.

storm provides real-time and historical reporting, covering a wide range of metrics such as call duration, which dealer took the call, and call distribution by branch. Dealers can see which advertising channel (online or print, landline or mobile) has delivered the lead, and use visual mapping to see where the hotspots are. This helps dealers assess the performance of their advertising and sales agents, identifying areas for improvement and enabling them to allocate budget for maximum effect.

Before

After

Car dealers received large quantities of leads from Auto Trader’s website, but could not always respond to them quickly enough. Missed calls would often be lost opportunities. Missed call alerts by SMS and email ensure that dealers can always respond to leads immediately, improving conversion rates and preventing them from losing business to the competition.
Dealers using the Auto Trader online services found that limited feedback on key factors inhibited service optimisation and made it difficult to see return on investment. storm® provides real-time & historical reporting, enabling dealers to assess campaigns and allocate marketing budget accordingly, helping Auto Trader to show dealers a clear ROI.
Auto Trader’s Dealer Portal did not provide specific response data, making it difficult for dealers to assess the success of campaigns across print and online in disparate locations. Integration with Google Maps enables dealers to view the distribution of leads in a given area and discover which local campaigns are most effective, optimising marketing effectiveness.
Some mobile callers avoid calling non-geographic numbers due to cost, so leads generated by the website could be attributed to other sources, making it harder for dealers to track ROI. storm provides a single platform for non-geographic and local numbers, helping dealers see the true source of leads and tying in with Auto Trader’s next-generation mobile services.

How it Works

  1. Dealers manage services via the Call Tracker interface on the Dealer Portal.
  2. Customers on the Auto Trader website call dealers via geographic or non-geographic numbers listed on online adverts.
  3. Calls are run through the storm platform and are distributed to the relevant dealers based on the access number dialled.
  4. storm® integrates with Google Maps. Call originations for both non-geographic and geographic numbers can be visually mapped using Calling Line Identity (CLI) recognition on the Dealer Portal for effective campaign analysis.
  5. Detailed historical and real-time reporting enables dealers to view analytics across individual branches or their entire estate.
“Through the Call Tracker™ product, we are able to give our dealers a valuable tool to help them to convert more leads to sales, while also helping them to see clear evidence of the response that Auto Trader generates as an advertising provider. It’s an easy to use, out of the box solution so requires minimal effort to get a dealer up and running. storm® is a secure and stable platform, so we can be confident in what we are recommending to our customers.”

Polly Littlewood, Manager —Intelligence Products, Trader Media Group

Learn More

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