Test drives as easy as Uber, says drivvn
Test drives are still an essential part of the car sales process and booking one should be as easy as ordering an Uber, according to automotive eCommerce specialist drivvn.
drivvn tested several sites that offer a “book a test drive” feature and found that 80% take customers to a standard enquiry form, with most enquiries having a poor response, and 55% of leads not being responded to within 48 hours.
The company has developed a new Booking Suite tool that helps retailers seamlessly integrate the online journey into an in-dealership experience.
The tool allows users to book a test drive in three clicks by choosing a vehicle, selecting a local area, and choosing a dealer to collect from or arrange for the vehicle to be delivered to a home address at a time of their choice.
Having analysed data from thousands of vehicle sales, the company has noted that buyers who test drive a vehicle are 50% more likely to purchase.
Jacqui Barker, head of commercial at drivvn, said: “The evidence is clear that buyers still value test drives, but the transition between the online customer journey and physical dealership experience needs to be seamless. Breaks in the process or a poor experience will result in lost sales. It’s key that these connections evolve robustly as more of the vehicle purchase journey is completed online. A frustrated customer will buy from a retailer that can get it right and they’re prepared to pay for the experience.”
The Booking Suite platform can be added to any online retail platform as modules in SaaS (software as a service) format, giving a flexible online retail solution.
